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Mijia tag

8 November 2024 
Mijia brand identity: how Xiaomi created a unique visual identity for the smart home.







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Mijia brand identity

How Xiaomi created a unique visual identity for the smart home.


Design Xiaomi

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Description of the tag "Mijia"

Mijia (styl­ized MIJIA) is the smart home sub-brand of Xiao­mi, intro­duced in March 2016. Its name lit­er­al­ly means “Xiao­mi Smart Home.” Mijia serves as the uni­fied label under which Xiao­mi releas­es a wide range of IoT and smart home devices — from air puri­fiers and ket­tles to robot vac­u­ums and smart scales — often man­u­fac­tured by Xiaomi’s ecosys­tem part­ners but con­trolled via the Mi Home (also Xiao­mi Smart Life) app.

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