Xiaomi India has announced that the company will drop the ‘Mi’ branding from its smartphones and other products “with the aim of unifying its global brand presence”. There will be two separate product ranges under the parent corporate brand. The business or corporate side will retain the ‘Mi’ logo, which means stores and corporate offices will keep the orange colored logo as before. Whereas, the Mi branding under its product portfolio will move towards the prefix ‘Xiaomi’ and the new logo (which simply reads Xiaomi). The Chinese tech company notes that the products manufactured under Redmi will continue to have the same surname and logo.
Speaking on the development, Jaskaran Singh Kapani, Head of Marketing at Xiaomi India said that the company aims to have a unified presence as the brand continues to grow across the globe. “With this new logo change, we envision to bridge the perception gap between our brand and products. The new Xiaomi logo will be used for our premium products that represent the pinnacle of technology and deliver a premium experience. At the start of the festive season, Xiaomi’s premium product range ‘Mi’ will be renamed Xiaomi,” the senior executive said in the press release.
Notably, the company has been slowly moving towards the Xiaomi branding since the past few months. For example, it recently launched the Xiaomi Mix 4, which omits the Mi prefix built into the older Mix series phones. Xiaomi in China also sells its flagship commercial phone as Xiaomi 11 instead of Mi 11 in India. Finally, its latest laptop in India, Mi Notebook Ultra, features the Xiaomi logo instead of the Mi logo.
Though longtime followers of the brand may take some time to get used to it, the logic behind such a move can be seen. Xiaomi has been increasingly successful lately, and a recent boom saw the Chinese OEM take over from Samsung as the world’s largest smartphone seller. Considering the high volume business in the smartphone world, it is safe to assume that Xiaomi has become an increasingly popular name across the globe and the Mi moniker and logo can be confusing in some markets. A large number of customers in India refer to their products as ‘m-i’ instead of the actual pronunciation ‘mee’.
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