What is the pattern?
# 小米 新 brand 遭 调侃 #
On the night of March 30, throughout the Xiaomi Spring Merchandise Convention, Xiaomi Know-how founder Lei Jun was delighted to disclose a brand new Xiaomi brand and brand created by Japanese designer Kenya Hara, claiming that the brand new brand was extra applicable for a mature second decade Chinese language good system big. The overhaul would have taken three years and price 2 million yuan (roughly $ 300,000).
What’s the story?
President of the Nippon Design Heart and professor at Musashino Artwork College Kenya Hara’s presentation of the redesign was posted on social media shortly after Lei Jun’s announcement. There he defined how he included Jap philosophy and the great thing about the “tremendous ellipse,” a time period that means midway between a circle and a sq., into the up to date icon.
Hara mentioned, “In three years we communicated with Xiaomi designers and professionals in numerous fields” earlier than drawing up the ultimate design plan. To say that it’s “not merely a query of a easy overhaul of the [Xiaomi logo’s] form, however an encapsulation of the internal spirit of Xiaomi ”, the designer defined how his“ Alive ”idea enhances Xiaomi by“ bridging humanity and expertise ”.
Hara additionally showcased the brand new font that Xiaomi might be rolling out to be used on merchandise, together with its smartphones, and mentioned the eleven-year-old firm will maintain the model’s coloration orange.
What are folks saying on-line?
After the launch of the brand new brand, the ridiculousness of the design abounded on social media. One commenter wrote beneath the intro video, “Did the designer use a Samsung cellphone, crop a screenshot and simply use it?”. One other article joked, “Three years? It should have been achieved on the final day after numerous procrastination. Whereas one other wrote curtly: “Nobody understands but how onerous it’s to shine 4 corners in clean curves! Or how very costly the method is. “
Essentially the most cynical commentators noticed the brand redesign as a possibility to maintain Xiaomi within the nationwide dialog. “Getting a topic to maneuver, utilizing design as a device, is nothing new. It really works in all circles, ”mentioned one particular person with out pun meant.
Some folks mentioned they preferred the elegant simplicity of the brand new design. “A Japanese designer will make your product look glamorous, whereas for those who herald a Chinese language crew, the design will undoubtedly disappear in a puff of smoke.” One other commented on how straightforward it’s to ridicule an extended design course of after the actual fact. “It is humorous that everybody appears on the new brand and says it is so easy that they may make it themselves. When you see it, it is easy to assume that … Figuring out which screw to vary is value every part. ”
One social media consumer famous that “Now that Xiaomi has reached this stage of recognition, its authentic model recognition can’t be eliminated. And judging by the dialogue generated [by this change], it’s certainly a profitable branding marketing campaign. “
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