原研哉为小米打造全新LOGO!

【  xiaomi 品牌升级 】

Design

小米 | 原研哉

3月30日晚，小米春季新品发布会创始人雷军首先宣布了一个重磅消息：小米发布全新品牌LOGO，并正式启用。新LOGO由日本著名设计师原研哉设计，为小米品牌视觉融入东方哲学的思考。可以看到，新LOGO依然保持“mi”标识和橙色色调，但轮廓由方变圆。

原研哉认为，科技越是进化，就越接近生命的形态。所以人类和科技是不断接近的。基于这个观点，原研哉提出了“Alive”的设计概念，来回应小米的企业理念。所以这次的升级不仅仅只是针对图形，更是针对内在的精神。

基于这个概念小米应该是一个怎样的图形呢？原研哉对正圆形到正方形之间的形状做了各种尝试，过程中遇到了一个数学公式。

将各种变量n带入这个数学公式时，从正圆形到正方形之间会呈现出各种非常美丽的形状。经过各种对比选择了n:3的图形，原研哉认为这是介于圆形和正方形之间的、造型最适中且最适合体现“Alive”要素和性质的图形。

字体同样是经过多轮尺度分析对比，选出与外轮廓最匹配的文字形状。组合后得出最新的完整Logo图形。

在设计新Logo图形的同时，原研哉还重新设计了Xiaomi字体，同样是新Logo外轮廓相呼应的。应用的时候原研哉建议Logo图形和字体分开使用的效果是最好的。对于品牌形象原研哉建议只使用品牌Logo图形，对于更高精度的智能手机之类的设备，使用字体的效果最好。

在应用的中体现了一种动态的概念。原研哉认为生命通过在环境中的不断运动，始终保持着一种平衡状态和个性，这也就是生命本身的样子。因此对于变化的环境，标识也要与之相适应。即使是在印刷品中，LOGO也不是固定在四角，而是漂浮定位在最合适的地方，以一种浮游感的状态存在的。

还有新设计的环保袋~

原研哉叙述设计概念完整视频

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以上设计作品版权归品牌和作者所有。

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领取设计年鉴电子版和小米（原VI）、QQVI手册

On the evening of March 30, Lei Jun, the founder of the spring new product release conference of millet, first announced a heavy news: millet released a new brand LOGO, and officially opened. The new LOGO was designed by the famous Japanese designer Kenya Hara, integrating the Oriental philosophy into the Xiaomi brand vision. As you can see, the new LOGO still has the "Mi" LOGO and the orange color, but the outline has changed from square to round.

Hara believes that the more technology evolves, the closer it gets to life. So humans and technology are getting closer and closer. Based on this point of view, Kenya Hara proposed the design concept of "Alive" to respond to Xiaomi's corporate philosophy. So this upgrade is not just for graphics, it's for the inner spirit.

Based on this concept, what kind of graphics should millet be? Hara experimented with shapes ranging from a perfect circle to a square, and came across a mathematical formula.

When you plug the variable n into this mathematical formula, you get all sorts of beautiful shapes, from the perfect circle to the square. After various comparisons, he chose the figure of N :3. Hara believes that this figure is between a circle and a square, with the most moderate shape and is the most suitable figure to reflect the elements and properties of "Alive".

The font is also through multiple rounds of scale analysis and comparison, and the most matching text shape with the outer contour is selected. After the combination of the latest complete Logo graphics.

At the same time as designing the new Logo graphics, Hara also redesigned the font of Xiaomi, which also corresponds to the outline of the new Logo. When applying, Hara suggests that Logo graphics and fonts are used separately for the best effect. For the brand image, it is recommended to use only the brand Logo graphics. For devices such as smart phones with higher accuracy, font is the best.

In the application embodies a dynamic concept. Hara believes that life maintains a state of balance and individuality through constant movement in the environment, which is what life itself looks like. Therefore, signage should be adapted to the changing environment. Even in print, the LOGO is not fixed in the four corners, but floating in the most suitable place, in a floating state.