Xiaomi’s old logo (right) and a new logo created with about 300 million won in our money (left). Twitter Capture
Chinese electronics manufacturer Xiaomi (小米) unveiled a new logo. However, the design price has been ridiculed by netizens because it has only changed from the existing square frame to the original, the Hong Kong South China Morning Post (SCMP) reported on the 2nd.
Controversy arose as it became known that 300 million won was invested over three years for this design. Chinese netizens said, “The boss was deceived,” and “call the police,” and continued to leave pleasant, yet smacking comments.
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 said he wanted to change the logo from 2017, and finally decided on 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 quickly found out that it was 2 million yuan (about 340 million won).”
At the same time, Chinese netizens commented on the logo almost similar to the existing logo, saying, “I can do it for 20,000 yuan,” “I know, I can do it for 2,000 yuan,” he said.
Among them, there were about 4,000’Likes’ in the comments saying “I think the boss was cheated.”
CEO Ray also expected such a reaction from the public. This is because he introduced the changed logo at the event and asked the audience, “Are you disappointed by only changing the original logo to a round shape?”
He also emphasized that the changed logo symbolizes the company’s’internal spirit’ and’improvement of quality’.
However, there is speculation that this may be the planned marketing strategy of CEO Ray.
Some believe that the controversy and interest surrounding Xiaomi’s new logo has already had the effect of offsetting the cost of designing the logo.
Netizens pointed out that the CEO of Xiaomi was beaten by a Japanese designer, but it means that the CEO of Xiaomi actually used all of the bank loans online.