English The core design of Haier's new logo is "speed"; because in the information age, the speed of organizations and individuals require faster speeds. The core design of Haier's new logo in Chinese characters is "dynamic and balance"; it means that Haier people are eclectic and innovative in order to achieve the goal of creating a world-famous brand.
The operating environment of this tutorial: Windows 7 system, Dell G3 computer.
Founded in 1984, Haier is the world's leading provider of better life and digital transformation solutions. In the process of continuous entrepreneurship and innovation, Haier Group has always adhered to "maximizing human value" as the main line of development. Zhang Ruimin, the founder and honorary chairman of Haier Group, proposed the "Rentanheyi" model.
Haier has always focused on user experience and kept pace with the times. It has developed from a small collective factory that was insolvent and on the verge of bankruptcy to an ecological enterprise leading the Internet of Things era. It has been the only Internet of Things ecosystem in the world for four consecutive years. The brand continues to be ranked among the top 100 most valuable global brands in BrandZ.
Connotation of logo
First generation identification mark
The evolution of Haier’s trademark is the evolution of Haier’s trademark Witness that China is moving towards the world. The story of Haier is a history of Chinese corporate trademark entrepreneurship. In 1985, when Haier was just starting its business, its refrigerator production technology introduced advanced technology and equipment from the German Liebherr Company to produce Asia's first generation "four-star" refrigerator. The contract signed by the two parties at that time stipulated that in order to reflect the cooperation between the two parties, , Haier can add the factory address in Qingdao on the German trademark, so Haier introduced "Qindao-Liebherr" as the company's trademark. (Qindao, another name for Qingdao).
At that time, considering the decoration of the refrigerator, the mascot "Haier Graphic" (Haier Brothers), which symbolized Chinese and German children, was designed. The meaning of the Haier cartoon mascot LOGO design is: China's Haier and Germany's Liebherr, the cooperation between China and Germany is as full of vigor and has an infinitely bright future as these two children. "Qindao-Liebherr" and "Haier Brothers graphics" became the company's first generation identification marks.
These identification marks have been widely publicized through advertisements, making Haier's trademarks initially deeply rooted in the hearts of the people and playing a positive role in the development of the enterprise. By the late 1980s and early 1990s, "Qindao-Liebherr" refrigerators had become a household name in China and became synonymous with high-quality products.
Second generation identification mark
In 1991, the company name was determined to be changed to "Qingdao Qindao Haier Group Company", and the product trademark was also changed to "Qindao Haier". , to achieve the unification of corporate names and product trademarks, and at the same time introduce the CIS concept, and launch a new logo with the design concept of "The Rising Sun on the Sea". The Chinese and English combination logo "Qindao Haier" and "Haier Blue" are exclusive to the enterprise Color forms the prototype of the group's CI. This is Haier’s second generation identification mark.
The introduction of these logos has strengthened consumers’ awareness of Haier’s enterprise and trademarks. However, the identification logos have weaknesses such as insufficient conciseness, weak sense of industry, and weak sense of technology. With the rapid development of Haier, the trend of diversification and internationalization has become more obvious. The original corporate identity mark can no longer adapt to the pace of corporate development, and there is an urgent need for more advanced corporate identity marks and brand positioning.
As the company accelerated its entry into the international market, in December 1991, the company name was changed to "Haier Group", and the group transitioned its product brand and group name to the Chinese "Haier".
The third generation identification mark
In May 1993, after in-depth investigation and research, it was decided to remove the Chinese logo of the second generation identification and directly simplify the company name. For "Haier Group", the English "Haier" is used as the main identifying word mark, integrating the trademark mark and the company's abbreviation into one, and the English "Haier" is designed as the logo. The new logo is more in line with international standards, and the design is simple, steady, grand, and extensive. Used in product and corporate image promotion, the third generation of Haier corporate identity marks were produced. The English "Haier" has become the main identifying word mark, integrating the trademark mark and corporate name into one, conveying information that is more concise, stable, grand and international.
The design pursues simplicity, stability, grandeur, trust and internationalization. In order to promote "Haier", the Group uses the Chinese "Haier", Haier mascot image and "Haier Haier" combination design as auxiliary promotion means, striving to establish a long-term and stable visual symbol image. This advanced approach of putting aside specific graphic symbols and logos and pursuing a high degree of simplicity complies with the world's popular design trends and lays the foundation for corporate internationalization. On this basis, Haier Group regards the corporate identity system as a process rather than a form of expression, and continuously improves the various elements of corporate visual identity with a pragmatic attitude during corporate development and improves them through continuous improvement.
From "Qindao-Liebherr" to "Qindao Haier" and then to "Haier", from the evolution of trademarks, we can see Haier's development process in shaping its brand image and gradually becoming an international brand. Haier is striving to become a truly international brand.
Fourth Generation Identification Logo
On December 26, 2004, Haier’s Chinese and English (Chinese Pinyin) logo that everyone is familiar with and loved also received a new look. A new Haier logo has been launched. Haier's new logo consists of Chinese and English (Chinese Pinyin). Compared with the original logo, the new logo continues the brand culture formed by Haier's 20 years of development; at the same time, the new design puts more emphasis on A sense of the times.
In English (Chinese Pinyin), each stroke is simpler than before, with a total of 9 strokes.
"a" has been reduced by one bend, indicating Haier people Set your sights on the goal and never look back;
"r" has been reduced by one branch, indicating that Haier people are unwavering in their determination to move forward;
English (Chinese Pinyin) The core of the design of Haier's new logo is speed ! Because in the information age, the speed of organizations and individuals require faster speeds! The style is: simple, dynamic and upward! The new logo in English (Chinese Pinyin) has a simple overall structure, showing that Haier's organizational structure is flatter; everyone is more energetic and can respond faster to the global market!
The new logo of Haier in Chinese characters is a traditional Chinese calligraphy font. Its design core is: dynamics and balance, and its style is: stability amid change.
These two calligraphy fonts of Haier, each stroke contains vitality and has a strong visual sense of flying dynamics! Full of energy! It means that in order to achieve the goal of creating a world-famous brand, Haier people are eclectic and brave in innovation!
Haier must maintain relative stability while constantly breaking the balance of innovation. Therefore, there is a stroke in the entire font of the two words "Haier". It plays a balancing role. There is one horizontal line in the word "海" and one vertical line in the word "er". The "horizontal, flat and vertical" characters make the whole font dynamic and balanced, implying stability in change. No matter how the company changes, it is for Steady development!
In addition to the above, what is more important is that the meaning of Haier’s new logo is in the hearts of every user. Each user will give Haier’s new logo different and rich connotations based on the value Haier creates for users. Therefore, Haier The soul of the new logo is: to always create greater value for users.
Fifth generation identification mark
On July 28, 2013, at the Innovation Global Forum, Haier officially released the brand after entering the network strategic stage. new image. Announced a new corporate logo and slogan, among which the new slogan is "Your Life Wisdom, My Wisdom Life".
The new image has three main changes. First, Haier's main color has returned from red to blue. In the new strategic stage, Haier has shifted towards a technological image that provides professional services and solutions, and the new main brand color has subsequently changed to blue to reflect the visual experience of technological innovation and intelligent insight.
The second is that the dots on the "I" are changed from square dots to round dots, and the overall font is optimized. The dots symbolize the earth, embodying Haier's global brand ideal in the Internet era. It also expresses Haier's concern for every individual in the network platform. It is also the wisdom of individuals that converges into Haier's network platform. The overall font is optimized to obtain better visual balance;
Third, the auxiliary graphics are grid-shaped. The dynamic network organization symbolizes the closed loop of Haier's nodes. The grid has no borders and extends infinitely. It means that the networked Haier has no boundaries and no hierarchy, but nodes that jointly face the needs of users.
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