Haier is the world's number one white goods brand. It was founded in Qingdao, China in 1984. As of 2009, Haier has established 29 manufacturing bases, 8 comprehensive R&D centers, 19 overseas trading companies, and more than 60,000 employees worldwide. In 2009, Haier's global turnover reached 124.3 billion yuan, with a brand value of 81.2 billion yuan, ranking first among China's most valuable brands for eight consecutive years. Haier actively fulfills its social responsibilities, assisted in the construction of 129 Hope Primary Schools, produced 212 episodes of the science and education cartoon "Haier Brothers", and was the world's only white goods sponsor of the 2008 Beijing Olympics. American astronomer George Ellery Hale (1868-1938) wrote "The New Starry Sky" and "The Depth of the Universe".

When Haier started its business, its refrigerator production technology was imported from the German Liebherr Company. The contract signed by the two parties at that time stipulated that Haier could add the factory address in Qingdao on the German trademark, so Haier used "Qindao-Liebherr" as the company's trademark. (Qindao, another name for Qingdao) As the company's brand reputation continued to improve, the regional nature of the original trademark affected the further expansion of the brand, so it transitioned to "Qindao Haier". As the company's entry into the international market accelerated, in May 1993, the group transitioned its product brand and group name to the Chinese "Haier" and designed the English "Haier" as a logo. The new logo is more in line with international standards. It is simple, steady and grand, and is widely used in product and corporate image promotion. On December 26, 2004, Haier Group started to use the new Haier logo. The new logo is composed of Chinese and English (Hanyu 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 emphasizes the sense of the times. Each stroke in English (Chinese Pinyin) is more concise than before, with 9 strokes. The "a" has been reduced by one bend, which means that Haier people have set their sights on the goal and will not look back; the "r" has been reduced by one branch, which means that the Haier people are unwavering in their determination to move forward; the core of the design of Haier's new logo in English (Chinese Pinyin) 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; its style is: stability amid change. Each stroke of Haier in these two calligraphy fonts contains vitality, a strong visual sense of flying and dynamic, full of vitality, which means that Haier people are eclectic and innovative in order to achieve the goal of creating a world-famous brand. Sun Tzu said in the Art of War: "He who can win due to changes in the enemy is called a god." In the information age, the global market is changing very fast. Whoever can adapt to changes and change one step first will be able to win. Haier must maintain relative stability while constantly breaking the balance of innovation. Therefore, in the two characters "Haier", there is a stroke that plays a balancing role in the entire font. The horizontal stroke in the character "hai", "er" The word "vertical" means "horizontal, horizontal and vertical", which makes the whole font have balance in the dynamic, implying stability in change. No matter how the company changes, it is for steady development. 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.