Xiaomi is dropping its popular Mi moniker from a number of its products going forward, as the Chinese company aims to “unify our global brand presence and close the perception gap between the brand and its products.”
The company has used this branding since the Mi 1 smartphone in 2011, the company’s first foray into the device market. It’s latest phone, the Xiaomi Mix 4, was the first to eschew the ‘Mi’ branding – albeit very subtly.
“Starting in 2021 Q3, Xiaomi’s product series ‘Mi’ will be renamed to ‘Xiaomi'”, a statement from the company reads.
“This change will unify our global brand presence and close the perception gap between the brand and its products. This change may take some time to take effect in all regions.
“With the introduction of the new brand identity, two distinct product series will sit beneath the parent brand. Xiaomi products represent the pinnacle of technology and offer a premium experience.
“Redmi products bring big innovation at a more accessible price point and are aimed at younger audience. This differentiation is also reflected in our updated logos, with both the Xiaomi and Redmi logotypes under the parent brand logo.
“The product series naming convention — Xiaomi and Redmi — will also be applied to our ecosystem and IoT products over time.”
