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Xiaomi officially drops Mi branding, will name premium products as Xiaomi from now on

Xiaomi officially drops Mi branding, will name premium products as Xiaomi from now on

The future premium products by Xiaomi, which were usually categorised with the "Mi" moniker, will now be branded as "Xiaomi." The switch is meant to help the company have a unified presence among the global markets it operates in.

Xiaomi's new branding seen with Xiaomi 11 Ultra, previously known as Mi 11 Ultra (Image: Reuters) Xiaomi's new branding seen with Xiaomi 11 Ultra, previously known as Mi 11 Ultra (Image: Reuters)
Story highlights
  • Xiaomi will now stop the use of "Mi" brand for its products.
  • The denotation will be now be replaced with "Xiaomi."
  • The Redmi series will continue as it is.

Xiaomi India has finally announced an official transition of the "Mi" branding on its premium range of products to a "Xiaomi" moniker. In other words, the company will now replace its premium "Mi" series products with the new "Xiaomi" logo. The refreshed visual identity comes as an attempt to unify its global brand presence and close the perception gap between the brand.

With the introduction of the new brand identity, there will be two distinct product series under the parent corporate brand. The corporate brand will continue to be represented by the "Mi" logo. Earlier this year, the company had introduced some changes to its corporate logo. These changes included a softer, rounder contour on the corners of the previously squared logo, along with a redesigned "Mi" typography.

The earlier "Mi" brand that meant to offer products for a premium experience across categories will now be rebranded to the "Xiaomi" series. While the "Redmi" series, known for offering a host of technologies at an affordable price point, will continue with the same logo.

To sum up, there will now be two naming conventions — Xiaomi and Redmi — to be applied across the company's portfolio of smartphones, TVs, laptops, and IoT offerings.

Commenting on the announcement Jaskaran Singh Kapany, Head of Marketing, Xiaomi India, said, "Being a leading technology brand with a strong presence across the globe, our aim is to have a unified presence. With this new logo shift, we envision bridging 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 offer a premium experience. Ushering in the festive season, Xiaomi's premium product series 'Mi' will be renamed to 'Xiaomi'."

The transition will first be visible with the Xiaomi 11T series, set to make its debut on September 15. The series, likely comprising three new models, will see the launch of Xiaomi 11T, 11T Pro and 11 Lite NE 5G. As can be seen from these titles, the future premium phones by Xiaomi will now be named with the Xiaomi moniker and not the Mi branding, as with the Mi 11 and the Mi 11 Ultra.

For the upcoming phones, Xiaomi has promised three new versions of Android through updates in the future and four years of security updates. This will help the Xiaomi 11T series to stay relevant for users for a much longer duration.