In 1985, when Haier was just starting its business, its refrigerator production technology introduced advanced technology and equipment from the German Liebherr Company. The contract signed by the two parties at that time stipulated that in order to reflect the cooperation between the two parties, Haier could use the German trademark It was noted that the factory was located in Qingdao, so Haier introduced "Qindao-Liebherr" as the company's trademark.

At that time, the Haier brothers, the mascots symbolizing Chinese and German children, were designed from the perspective of refrigerator decoration. 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.

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.

Extended information:

Haier must maintain relative stability while constantly breaking the balance of innovation. There is a stroke in the entire font of the word "Haier". Playing a balancing role, the horizontal line in the character "海" and the vertical line in the character "ER" make the entire font dynamic and balanced!

Haier’s main color returns from red to blue. 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.

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.

Reference: Baidu Encyclopedia--Haier