[서울신문] Xiaomi’s new logo being ridiculed “is this 300 million?”… Analysis of’Skillful Operation’

mi Leave it as it is and change it to a circular border… A rush of criticism

“I think the boss was cheated” 4000 likes

Chinese electronics manufacturer Xiaomi is being ridiculed for unveiling a new logo, Hong Kong local media reported. It is only the border that has changed from the existing design, but as it became known that over 3 years, over 300 million won was invested, there is even a reaction that “I was deceived”.

According to the Hong Kong South China Morning Post (SCMP) on the 2nd, Xiaomi founder and CEO Lei Jun unveiled a new logo at an event on the 30th of last month to declare entry into the electric vehicle market.

Xiaomi’s’mi’ (米) in English was left as it was, and the existing square border was replaced with a circle. CEO Ray explained that the logo has been changed since 2017, and finally created a new design with the help of famous Japanese designer Genya Hara.

SCMP said, “Xiaomi did not disclose the cost of changing the logo design, but Chinese netizens found that it was 2 million yuan (about 340 million won).”

▲ Xiaomi employees are having idea meetings at hut cafes throughout the building. Seoul Newspaper DB

At the same time, it was reported that Chinese netizens were mocking by commenting, “Call the police”, “I can do it for 20,000 yuan,” and “I can do it for 2000 yuan” on a logo that is almost similar to the existing logo. Among the comments, “The boss seems to have been scammed” had a whopping 4000 likes.

However, as if he had expected such a reaction, CEO Ray introduced the changed logo at the event and asked the audience, “Are you disappointed by only changing the original logo?” He emphasized that the changed logo symbolizes the improvement of the company’s internal spirit and quality.

Some say that Xiaomi’s unchanged logo is a strategic choice. SCMP said that there are interpretations that the controversy surrounding Xiaomi’s new logo has already attracted great interest to offset the cost of designing the logo. Netizens pointed out that Xiaomi’s president was hit by a Japanese designer, but it is explained that the CEO of Xiaomi deliberately induces such controversy.

Reporter Jeong Hyeon-yong [email protected]