Xiaomi fires up new PR agency partnership for HK market

Xiaomi Hong Kong has handed Flare Communications Group a one year communications contract. The agency will provide strategic counsel, PR, social and influencer integrated services to amplify brand awareness, optimise visible presence among local and regional communities to build relatable and engaging content.

Building on Xiaomi’s reputation in technology and smart gadgets, Flare will continue to reinforce Xiaomi’s leadership role in the industry, as well as to enrich its lifestyle image in all round aspects.  Flare’s service will be effective on 15 July 2021 onwards. Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core. With an equal emphasis on innovation and quality, Xiaomi pursues high-quality user experience and operational efficiency.

In 2019, Xiaomi worked with Across Asia Communications (AAC) as its PR agency for the Hong Kong consumer market. AAC was responsible for all of Xiaomi’s sizable marketing and product promotions in the region. As of the first quarter of 2021, Xiaomi was one of the top three in the global smartphone market. Xiaomi products are present in more than 100 countries and regions around the world.

In April this year, Xiaomi underwent a logo change which is said to disrupt the traditional rules of brand logo usage of the past. The new logo adopts a softer, rounder contour on the corners of the previously squared logo, along with redesigned “MI” typography.  Its iconic brand colour orange remains to convey the liveliness and youthfulness of Xiaomi. Black and silver will also be used as supplemental colors to accommodate high-end product line applications.

According to the brand, the new logo is not fixed at the four corners of the square, instead, it adapts to content and is placed at the most suitable position. The new dynamic logo further embraces the philosophical thinking, making the logo truly come “Alive”. The rebranding and "Alive" concept was done in collaboration with world-renowned designer, professor of Musashino Art University and the President of the Nippon Design Center, Kenya Hara. Xiaomi explained in a blog post that Hara used “superellipse” mathematical formula when designing the logo of Xiaomi.

"While there are infinite options between a square and a perfect circle, the designer achieved a visually optimal dynamic balance by adjusting the variables in the formula. Using n=3 struck the perfect balance between a square and a circle, epitomising the core aspect of 'Alive', resulting in the brand new Xiaomi logo," the brand explained.

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