There are three major changes in the new image. First, Haier's main color changes from red to blue. In the new strategic stage, Haier has transformed into a scientific and technological image providing professional services and solutions, and the new brand color has changed to blue to reflect the visual experience of scientific and technological innovation and wisdom insight.
Second, the dot on "I" changed from a square to a dot, and the font was optimized as a whole. The dot symbolizes the earth, embodies Haier's ideal of building a global brand in the Internet age, and also shows Haier's concern for every individual in the network platform. It is also a network platform where personal wisdom gathers into Haier. The whole font is optimized for better visual balance.
Third, the auxiliary graphics are grid-shaped. To symbolize the closed-loop dynamic network organization of Haier nodes, the grid has no boundaries and unlimited extension, which means that networked Haier has no boundaries and no hierarchy, but a node facing user needs.
The meaning of Haier's new logo
(1) Haier's new logo is composed of Chinese and English, and Haier's logo is composed of Chinese and English (hanyu pinyin). As a logo, Haier is in line with international standards. Compared with the original logo, the new logo continues the brand culture formed by Haier in the past 20 years, and the new design emphasizes the sense of the times.
⑵ Every stroke of English logo is more concise than before, with ***9 strokes, and the "A" is reduced in one corner, indicating that Haier people look for the goal and don't look back; "R" is missing a branch, indicating that Haier people are determined to move forward. The design core of English Haier's new logo is speed. Because in the information age, organizations and individuals are required to be faster. The style of English logo is concise, energetic and upward. The overall structure of the new English logo is simple, indicating that Haier's organizational structure is more flat; Everyone is more energetic and responsive to the global market.
⑶ The new symbol of Chinese character Haier is China traditional calligraphy font, and its design core is: dynamic and balanced; Style is: seek stability in change. Haier, two kinds of calligraphy fonts, each stroke is full of vitality, with a strong sense of flying and vitality visually, which means that Haier people innovate in order to achieve the goal of creating a world famous brand. Sun Tzu's Art of War Theory? ; Being able to win because of the enemy's change is called God. In the information age, the global market changes very quickly. Whoever can take the first step in response to changes will win.
(4) The word "Haier" has a stroke, which plays a balance role in the whole font. A horizontal line in the word "Hai" and a vertical line in the word "Er" keep the whole font balanced in movement, which means it is stable in change. No matter how the enterprise changes, it is for steady development.