Introduction
In March 2021, Chinese technology giant Xiaomi unveiled a subtle yet conceptually ambitious rebrand at its “Mega Launch Event.” The new logo, designed by renowned Japanese designer Kenya Hara, replaced the company’s sharp-cornered square emblem with a mathematically refined “squircle” — a form between a square and a circle. While the change sparked online debate for its minimal visual difference, Hara’s design philosophy reframed the logo as more than a cosmetic update: it was a statement about life, adaptability, and the evolving relationship between humans and technology.
Xiaomi’s mathematically inspired new logo, explained by designer Kenya Hara
MARKETING Magazine Asia
Hara’s process began with the question:
How can a logo embody life?
Using mathematical formulas, his team explored 24 variations of curvature before selecting the one labeled “n:3” — the most balanced between a square’s stability and a circle’s organic softness. This “Alive” concept was intended to reflect Xiaomi’s adaptability in a fast-changing tech landscape.
The redesign also considered practical versatility. The squircle form scales more harmoniously across Xiaomi’s vast product ecosystem — from smartphones and wearables to home appliances — and adapts better to digital interfaces, app icons, and physical branding.
Despite the conceptual depth, the public reaction was mixed. Many online commentators mocked the high reported cost (over US$300,000) for what appeared to be “just rounded corners.” Yet, design professionals noted that the value lay in the strategic thinking, brand cohesion, and long-term adaptability the redesign offered.
This event reinforced my belief that design is not solely about personal aesthetic preference — it’s about serving a broader purpose. Hara’s work demonstrates that subtle changes, when grounded in philosophy and function, can carry profound meaning. As a designer, I’m reminded to look beyond surface-level beauty and consider how design lives in the world, value context and adaptability over novelty for novelty’s sake, and recognize that audience perception is part of the design equation — even controversy can spark valuable dialogue.
In my own practice, this translates to creating work that balances my creative instincts with the needs, values, and long-term vision of the client or community it serves.
References
- MARKETING Magazine Asia, and Raihan Hadi. “Xiaomi’s Mathematically Inspired New Logo, Explained by Designer Kenya Hara.” MARKETING Magazine Asia, 5 Apr. 2021, marketingmagazine.com.my/xiaomis-mathematically-inspired-new-logo-explained-by-designer-kenya-hara/.