The research on China’s most valuable brands began in 1994. It was jointly researched and released by Ruifu Global Ranking Information Group and Beijing Famous Brand Assets Appraisal Co., Ltd. Since 2002, Haier Group has invested 48.9 billion Since its brand value of 96.28 billion yuan (RMB) topped the list of China's most valuable brands for the first time in 2012, Haier Group has been ranked the most valuable brand in China for 11 consecutive years with a value of 96.28 billion yuan (RMB).
The 2014 (20th) China's Most Valuable Brand Research was announced. Haier continues to rank first among China's top 100 brands with a brand value of 103.8 billion yuan, and has topped the list of most valuable brands for 13 consecutive years. .
On January 27, 2015, the "BrandZ Top 100 Most Valuable Chinese Brands" was released, with Haier Group ranking first in the home appliance industry. The first generation of identification marks
The evolution of Haier’s trademark is a testimony of Haier’s move from China to the world. The story of Haier is a history of Chinese corporate trademark entrepreneurship. In 1985, when Haier started 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) was designed to symbolize Chinese and German children. 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, which made Haier's trademarks initially deeply rooted in the hearts of the people and played 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.
The 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", realizing the corporate name Unified with product trademarks, the CIS concept was introduced at the same time, and a new logo with the design concept of "The Rising Sun on the Sea" was launched. The Chinese and English combination logo "Qindao Haier" and "Haier Blue" were the company's exclusive colors, forming a The prototype of the group CI. This is Haier’s second generation identification mark.
The launch of these logos has strengthened consumers' awareness of Haier's enterprise and trademarks. However, the identification logos have weaknesses such as not being concise enough, and not having a strong sense of industry and 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 mark of the second generation identification and directly simplify the company name to "Haier Group" ", using the English Haier as the main identification word mark, integrating the trademark logo and the company abbreviation into one, the English "Haier" was designed as the logo. The new logo is more in line with international standards. The design is simple, steady and grand, and is widely used in products and In the corporate image promotion, the third generation of Haier corporate identity logo was 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.
The fourth-generation identification logo
On December 26, 2004, the Chinese and English (Chinese Pinyin) logos that everyone is familiar with and loved by Haier also received a new look, and the group began to use a new The Haier logo, Haier's new logo, consists 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, and the "a" is 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, indicating that Haier people are unwavering in their determination to move forward;
The core 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, and its style is: stability amid change.
Every stroke of these two calligraphy fonts of Haier 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 two characters "Haier" that plays a balancing role in the entire font. The character "海" There is a horizontal line in the character "er" and a vertical line in the character "er", "horizontal, horizontal and vertical", which makes the whole font have a balance in the dynamic, implying stability in the change. No matter how the enterprise 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, The soul of Haier's new logo is: to always create greater value for users.
The fifth generation identification mark
On July 28, 2013, at the Innovation Global Forum, Haier officially released the new image of the brand after entering the network strategy stage. Announced a new corporate logo and slogan, among which the new slogan is "Your life is wisdom, my life is wisdom".
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. It is a dynamic mesh organization that 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 is a node that directly faces the needs of users.