Xiaomiの新しいブランドロゴ | 日本を代表するデザイナーの原研哉氏のデザイン理念

Summary

Unable to generate summary without access to referenced video script. Please provide script in English for analysis and summary generation.

Takeaways

• 📝 Kenya Hara is the designer responsible for the brand identification of Shammy, emphasizing the convergence of technology and natural forms as it evolves.
• 📱 The design concept 'alive' reflects the notion that humans and technology are becoming increasingly intertwined, mirroring the corporate philosophy of Shammy's CEO.
• 🎨 Through the exploration of shapes ranging from circles to squares, a unique formula was discovered that generates beautiful forms by varying the variable 'n'.
• 🔬 The final design symbol chosen represents a balance between circular and square shapes, embodying the 'alive' concept and expressing a property rather than a specific entity.
• 📷 Alongside the mark, a new logotype was designed to complement the outline of the mark, suggesting a seamless integration of the two in branding.
• 💡 For deployment in China, it's suggested that the mark and logotype be used separately, tailoring their application based on the product or service's market positioning.
• 🟡 Shammy's brand color, orange, is to be preserved as the corporate color, supported by neutral colors like black and silver to complement it.
• 🌿 The concept of movement was also considered for the mark, symbolizing the dynamic balance between life and its environment, suggesting a logo that 'floats' optimally within its space rather than being fixed.
• 🎥 A video presenting the design concept features three frames: a girl's smile representing human life, cosmic rhythms depicting the universe's motion, and the lifecycle of plants, illustrating different aspects of life and generation.
• 🙏 Over three years, the collaborative effort in design development aimed at redefining Shammy's brand identification to contribute to the company's mission of bringing happiness to people.

Q & A

What is the main concept behind the new brand identification design?

The main concept is 'alive', capturing the idea of something living and organic.

What shape was chosen for the new logo mark and why?

A shape derived from a mathematical formula between a circle and square was chosen. It was seen as nicely balancing soft, organic curves and straight lines.

How will the new logo mark and logotype be used?

In China, the mark and logotype may be used separately depending on the context. The mark alone for mass market products, the logotype for high-end devices.

What colors will be used with the new branding?

The existing brand orange will continue to be a main color. Black and silver metallics will be used as supplementary neutral tones.

How could the logo mark move or change?

The idea is for the mark to float gently, almost hover, rather than be static. This communicates the concept of something living and energetic.

What are the three frames in the conceptual video meant to represent?

The central frame shows a girl smiling, representing human life. The left frame shows cosmic rhythms and the right natural plant cycles - different but complementary aspects of aliveness.

How long was the development process for the new branding?

The script says there was a 3 year process involving designers and other experts to develop the new branding.

What company is this new branding for?

The company is Xiaomi (pronounced "Shower-me"), a large Chinese electronics company.

What is the intended impact of this new branding?

The hope is that the new branding will help Xiaomi continue to grow and bring happiness to more people.

Who created this new branding?

The designer speaking is Haruken Yamashita. He worked with Xiaomi designers and others over three years to create it.