The Chinese certainly seem to have a thing for rebranding. Letv rebranded to LeEco, Xiaomi to Mi (kind of officially), and now there’s another brand joining the boat – UMi.

In a statement, UMi announced that the brand will be rebranding to UMIDIGI. The new identity, in the company’s language, “clearly tells who we are, what we do, and our vision into the future. The previous success of smartphone products is the foundation upon which we thrive into more varieties of digital product lines, such as Robots, Smart Bluetooth Headset, Smart Home and beyond.

The Bauhaus inspired new logo design, adopts simpler stroke and form as to generate more technological perception and openness, and a hint on the Bauhaus tagline “form follows function”, a principle associates with modern industrial design.”

What’s more, the UMi Z will be the last phone under the old branding. Interestingly enough, UMi will follow it up with the UMIDIGI Z Pro, which will have the same SoC as the UMi Z — a Helio X27.

To make things a bit more interesting, the company will launch both these phones on the 4th of January.

That said, the rear camera setup will set the UMIDIGI Z Pro and the UMi Z apart — the former will have a dual-rear camera while the latter won’t.

The UMi Z is priced at $279.99, but a $60 coupon can be availed by the first 10,000 people.