Xiaomi drops Mi branding for premium product portfolio

NEW DELHI: Chinese smartphone maker Monday changed its visual identity and said it is rebranding its premium “Mi” series products to “Xiaomi”

Following this development, the parent brand will have two distinct product sub-brands — “Xiaomi” and “Redmi”, respectively.

The corporate brand, however, will continue to be represented by the “Mi” logo. On the other hand, Redmi will continue with the same logo. The official announcement comes after Xiaomi launched the Xiaomi Mix 4 smartphone in China, which had reportedly indicated that a rebranding strategy is underway.

In a statement, the smartphone brands said the new naming convention will also be applied across Xiaomi and Redmi’s TV, laptop, and Internet of Things (IoT) offerings.