Xiaomi Brand Book

Xiaomi’s Visual Identity Guidelines

A Brand logo guidelines B Brand colors guidelines C Logo application D Brand font guideliness E Incorrect use cases F Special use cases

A Brand logo guidelines

Brand logo guidelines 1 The Xiaomi logo is an important visual identifier of our brand. It communicates our company’s core values and sets the stage for all messaging and communication that follows. The Xiaomi logo should be used to identify the company in external communication materials to maximize our visibility and to maintain the singular, iconic look with which our audiences identify. Hence, it should not be used as a secondary image in all collaterals and must be treated with utmost respect. Vertical logo combination Standard Cutout Black Recommended for materials used online. (Actual applications may vary.)

Standard Cutout Black Brand logo guidelines 1 The Xiaomi logo is an important visual identifier of our brand. It communicates our company’s core values and sets the stage for all messaging and communication that follows. The Xiaomi logo should be used to identify the company in external communication materials to maximize our visibility and to maintain the singular, iconic look with which our audiences identify. Hence, it should not be used as a secondary image in all collaterals and must be treated with utmost respect. Horizontal logo combination Recommended for oine materials, when it is dicult to see our logo from afar. (Actual applications may vary.)

Minimum clear space 2 Minimum clear space The Xiaomi logo must have sucient space around it, so that it is recognizable in all situations and stands out as it should. To ensure this is possible, a protected area should be provided around the logo. Do not allow photos, typography, or other graphic elements to enter the minimum protected area. If height of logo is X, then protected area should be 1/2X. x x 1/4x 1/5 x 1/2 x 1/2 x 1/2 x 1/2 x

Note: In the event where the online collateral is extremely small and width of logo is smaller than 53px, please use the logo without the “Xiaomi” characters. Note: In the event where the oine collateral is extremely small and width of logo is smaller than 6mm, please use the logo without the “Xiaomi” characters. Minimum size 3 For use online For use oine The minimum size should be used only when the layout space is extremely limited. Use the Xiaomi brand logo at a larger size whenever possible. Special attention should be given to the legibility of the logo when it is applied across all mediums of communication. The small-sized logo should only be used for smaller size promotional materials, such as pamphlets, single page flyers, etc. Other uses of the logo should be based on the actual size of the promotional material.

LOGO LOGO Ratio Co-branding guidelines: With other companies 4 X X X X When both companies’ logos are placed together: Centred Centred When both companies’ logos are placed side-by-side: 1:The Xiaomi logo should be placed on the le. 2:Both logos should be aligned.

Application Co-branding guidelines: With other companies 4 When both companies’ logos are placed side-by-side: 1:The Xiaomi logo should be placed on the le. 2:Both logos should be aligned. LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO Logo positioning

Co-branding guidelines: With other companies 4 X X For Xiaomi community platforms and subsidiaries only For Xiaomi community platforms and subsidiaries: 1:The Xiaomi logo should be placed in the top right corner of the visual. 2:Subsidiaries’ logo placement should be lower than Xiaomi’s logo placement.

Co-branding guidelines: With Xiaomi’s subsidiaries 4 Application For Xiaomi community platforms and subsidiaries: 1:The Xiaomi logo should be placed in the top right corner of the visual. 2:Subsidiaries’ logo placement should be lower than Xiaomi’s logo placement. Logo positioning

B Brand colors guidelines

Standard brand colors 1 The Xiaomi logo is an important visual identifier of our brand. In order to protect and grow the Xiaomi brand, please follow the guidelines provided in this document. We have also provided additional guidelines to ensure that our corporate colors are accurately reflected on different backgrounds: The “Xiaomi” word should be reversed to white for legibility. For use on dark backgrounds The “Xiaomi” word should be reversed to white for legibility. Sometimes, oen due to production costs, only one color of ink is available. Hence, the Xiaomi logo must be reproduced only using one color. In this scenario, the logo, logotype, and Xiaomi logo must be used following the convention of using a light color on a dark background or a dark color on a light background. Keep the logo area clean and without obstructions to make sure that the logo is clearly visible. Orange and grey logo combination (preferred combination) For use on light backgrounds (Most preferred application) The “Xiaomi” word should be in black for legibility.

Xiaomi Orange Pantone 1505C CMYK 0 75 100 0 RGB 255 105 0 HTML #FF6900 Pantone 7540C CMYK 0 0 0 85 RGB 68 68 68 HTML #444444 Pantone Black CMYK 0 0 0 100 RGB 0 0 0 HTML #000000 CMYK 0 0 0 100 RGB 255 255 255 HTML #FFFFFF Deep Grey Space Black Jade white Standard brand colors 2 The use of accurate and precise brand colors help tie our communication materials closer to our Xiaomi brand. The signature Xiaomi orange is the most distinctive color, and separates us from the rest of the competition. It is widely used in many of our communication materials. The black and white combination provides a sharp contrast and reflects modern day sophistication. The deep grey color represents cutting edge technology vibe. 1: 2: 3:

The use of accurate and precise brand colors help tie our communication materials closer to our Xiaomi brand. The signature Xiaomi orange is the most distinctive color, and separates us from the rest of the competition. It is widely used in many of our communication materials. The black and white combination provides a sharp contrast and reflects modern day sophistication. The deep grey color represents cutting edge technology vibe. 1: 2: 3: Xiaomi’s Visual Identity Guidelines The Xiaomi text written under the Xiaomi logo on large outdoor billboards should be written in “space black” (100% black) in order to ensure the visibility of the logo in large public spaces as well as from far viewing distances. Xiaomi Orange Deep Grey Xiaomi Orange Space Black Xiaomi Orange Jade white Jade white Jade white Space Black Space Black

The use of accurate and precise brand fonts and brand logo help tie our communication materials closer to our Xiaomi brand. Please ensure that all communication materials bear the correct brand font and brand logo. Camphor Pro Brand font (English) Xiaomi Mix Max Note 1234567890 abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ~!@#$€%^*()_+{}[]|\:”;<>,.?/¥ ~!@#$€%^*()_+{}[]|\:”;<>,.?/¥ ~!@#$€%^*()_+{}[]|\:”;<>,.?/¥ Xiaomi Mix Max Note 1234567890 abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Xiaomi Mix Max Note 1234567890 abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Thin Light Regular Xiaomi Mix Max Note 1234567890 abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ~!@#$€%^*()_+{}[]|\:”;<>,.?/¥ ~!@#$€%^*()_+{}[]|\:”;<>,.?/¥ ~!@#$€%^*()_+{}[]|\:”;<>,.?/¥ Xiaomi Mix Max Note 1234567890 abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Xiaomi Mix Max Note 1234567890 abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Medium Bold Heavy

For online use: Please use different front weights (Bold/regular/light) to add emphasis and differentiate content hierarchy. For oine use: Recommended to use the bold weight, since audience might be far away from the visual. Use of font weight and size is dependent on the purpose and content of the marketing materials. Brand font (English) Title Subtitle Tagline Content Regular Regular Bold Light Do not exceed 3 weight on the same page

Xiaomi Xiaomi Inc. Innovation for everyone mi.com Rules for writing in English It is extremely important to have unified corporate communications for our Xiaomi brand. Hence, we need to put in conscientious effort ensuring that there is consistency in both domestic and international communications. Please ensure that you adhere to all guidelines listed in this document, and unify all brand fonts, colors, and wording in all communication materials.

Incorrect logo usage Some incorrect examples

Incorrect logo usage Some incorrect examples

Logo and background color Please do not place the Xiaomi logo on a background color that makes it dicult to recognize.

innovation for everyone Innovation For Everyone INNOVATION FOR EVERYONE MI Mi mi XIAOMI XIAO MI XiaoMI xiaomi Xiao Mi Xiao mi xiao mi Rules of writing It is extremely important to have unified corporate communications for our Xiaomi brand. Hence, we need to put in conscientious effort ensuring that there is consistency in both domestic and international communications. Please ensure that you adhere to all guidelines listed in this document, and unify all brand fonts, colors, and wording in all communication materials.

E Logo application

Logo placement 1 The logo placement may vary based on the design of the communication material. It is recommended to have the the logo placement in the upper half of marketing materials to achieve the best impact. Vertical logo combination Recommended for online marketing materials. (Actual applications may vary.)

Logo positioning 1 Recommended for oine marketing materials, when it is dicult to read the logo from afar. (Actual applications may vary.) The logo placement may vary based on the design of the communication material. It is recommended to have the the logo placement in the upper half of marketing materials to achieve the best impact. Horizontal logo combination

1000X1000 post 2560X1440 cover photo 1024X512 post For social media marketing collaterals 2 1200X444 cover photo 1000X1000 post 1920X1080 IG story 1500X500 cover photo face book ins Youtube Twitter The logo placement varies based on the communication material. Vertical logo combination In some promotional material (ie. Instagram stories, Instagram posts), the Xiaomi logo is not needed.

For video collaterals Vertical logo combination

This part is used to distinguish when to use Vertical logo combination and Horizontal logo combination identifiers. Note: When the visual is placed further away from the audience, such as outdoor billboards or mobile advertisements, please make sure that the logos are big enough to be read. For oine collaterals

The logo placement varies based on the communication material. Note: When the visual is placed further away from the audience, such as outdoor billboards or mobile advertisements, please make sure that the logos are big enough to be read. For use in Mi stores Light box Ground paste, etc. Flyer Leaflet Price tag Dummy, etc. Pile head Display Rack Hanging Flag, etc.

X 0.9X X 0.9X mi.com mi.com

mi.com mi.com mi.com mi.com mi.com mi.com Logo pillar background color

mi.com MI.COM www.mi.com Incorrect logo pillar usage Do not change the proportion ratio to Xiaomi logo Do not change the typeface of the URL Do not capitalize the URL Do not change the standard colors used in the logo pillar Please use the standard URL format Please do not use non brand colors for the URL

Channel exceptions: mi.com Standard logo combination Standard Cutout Black Standard Cutout Black This logo should only be used for e-commerce sales channel purposes. Can't replace Xiaomi brand logo. X X X 3/16 X 4/19 X

Special channel- mi.com Do not delete the orange Mi logo Please use the brand font for the URL Do not use non standard brand colors for the URL Do not italicize the URL Do not change the proportion of URL to the Mi logo Do not shorten the URL Incorrect usage

Channel exceptions: Mi Store signboard i 4/5 i 1/3 i i i i i i

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