At the spring new product launch conference of Xiaomi held on March 30, Lei Jun announced that Xiaomi had changed its new LOGO and was officially listed. The new logo has changed from a square to an oval. Kenya Hara, Chairman of NDC and Professor of Musashino University of Fine Arts, personally participated in the design of the new logo, which took three years to complete.

These are all good, but when netizens know the story behind the LOGO, they are not calm.

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@ Modern Advertising Magazine # Xiaomi's new logo was designed by Japanese design master # Kenya Hara, which took three years and cost two million yuan. But it just changed the square border of the original logo into a round border. The netizen shouted: "Xiaomi has been fooled, and it is recommended to call the police." But think about it from another angle, spending two million dollars as the endorsement of star designer Kenya Hara can still lead to so much discussion. This move is still very exciting ~ # Xiaomi New logo # Xiaomi New Product Launch Conference.

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In the video, Kenya Hara thinks that the more technology evolves, the closer it is to the form of life. So humans and technology are getting closer and closer. Therefore, he put forward the design concept of "living" to respond to Xiaomi's corporate philosophy. Although the appearance of the new logo seems to have simply changed from a square to an oval, Kenya Hara said that it is an ideal figure derived from the concept of "living" and is very practical.

Kenya Hara verified various shapes from perfect circles to squares. In the process, he came across a mathematical formula. If all kinds of variables n are brought into this mathematical formula, all kinds of very beautiful shapes will appear, from perfect circles to squares. This process also made Kenya Hara feel the charm of numbers. After various comparisons, the shape of n=3 is finally recommended.

……

The master's explanation (suddenly) and explanation (leisurely) are as fierce as tigers. Is it getting harder and harder to understand? It doesn't matter.

Importantly, Xiaomi's new LOGO has caused a heated discussion on social media. In Weibo, the reading volume of this topic has exceeded 65.438+0.7 billion before the deadline for publication, far exceeding the # Xiaomi Spring New Product Launch Conference # with a reading volume of 5 million.

It is rumored that Xiaomi paid a design fee of 2 million yuan (some people say 5 million yuan). After the release of the new Logo, many netizens ridiculed: "I tried not to laugh", "Ray was cheated" and "Did the designer use a Samsung mobile phone? Cut a picture to design it ","three points depend on design, seven points depend on explanation " ...

Some netizens said, "Find three or two design majors, and ask them to modify the graphics, make more versions, introduce and explain the design, write a paper and give some guidance. This is the guidance of a famous teacher, free of charge. Finally, choose a filial one, modify the copy, spend some money and make a video. 2 million. "

Of course, some people expressed support for the design: first of all, there will be no major changes in the revision and upgrading, which should be decided by Xiaomi of Party A; Secondly, the average person seems to have changed a rounded corner, but the LOGO of a big brand needs recognition, and the main elements must not be changed. In the end, everyone only noticed the outer frame. In fact, the whole rice has been adjusted, and the new millet is better than the original one.

"I don't know why there are so many problems? Does the LOGO have to be changed to something you don't even know? It is a kind of harm to this popular brand. Anyone can do it, and you may only be worth 200. "

Regardless of the value of design, aesthetic concepts have their own merits. From the marketing effect, netizens agree that it is worth it!

"In fact, Xiaomi doesn't care about design. The key is who designed it. "

"The master spent three years working personally, not making money, making friends, and the advertising effect was magnified by 100 times."

Xiaomi's new LOGO also inspired the enthusiasm of netizens for secondary creation.

Isn't this Teacher Luo?

Xiaomi's new LOGO version eye map:

Xiaomi's new LOGO has also triggered a discussion about the big coffee in the advertising marketing circle.

Qi Jie, a creative person, bluntly said: Xiaomi 2 million invited Kenya Hara to endorse and sent a LOGO, which was worth it!

Xiao Mingchao, columnist of Modern Advertising and founder and CEO of Zhimeng Consulting, believes that a good design is not based on subjective personal judgment or leader's preference, but based on brand core, brand spirit and usage scenarios, with stories for strategic expression. Kenya Hara takes the lead in design, which reflects Xiaomi's ultimate pursuit of details. We expect more China brands to have such ideas, small design and great realm.

Ming Bai, the author of "Entertainment Thinking", thinks that many people think that the new logo designed by Japanese designer Kenya Hara for Xiaomi can be done in 200 yuan. This shows that many of us lack aesthetic and meaningful power. In "New Thinking", Daniel Pinker listed six human abilities to win the future. One of them is the power of meaning, that is, the ability to discover and refine meaning. You can only see the change of one thing's shape, but you can't see other meanings, that is, the lack of meaning. Meaning power is also a kind of entertainment power, which means that you can't entertain. What exactly does that mean? You can find out the video and have a look In short, don't say this is Xiaomi 200 yuan's new logo!

Wang Qian, an expert in innovation strategy, believes that customers will not simply pay for the graphics without looking at the design, but will pay for the story behind the graphics.

Ghosts, the manager of Advertising Common Sense, said that the new Xiaomi logo designed by Kenya Hara inspired him the most, because Kenya Hara sold back what looked like a brand to entrepreneurs like Lei Jun brilliantly. What enterprises sell manuscripts in what way, this kind of thinking of selling manuscripts really deserves in-depth study. Admire.

Look, Xiaomi's new LOGO seems to have become a social currency these two days, which has aroused everyone's desire to express.

In a word, Xiaomi's move is more like a marketing activity, in which 2 million yuan was invited by designer Kenya Hara. No matter what kind of design Kenya Hara makes, it will add many topics to Xiaomi. So, 2 million is not expensive at all.

Finally, back to the original question, is the 2 million new LOGO rumored by Xiaomi worth it? I think it's already worthwhile when everyone starts to think and discuss this issue.

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Text | Lu Jiabin

Image source | Weibo, etc.