Haier Logo

Haier LogoHaier Logo PNG

Haier: Brand overview

Haier was founded in 1984 in Qingdao, Shandong, China, as Qingdao Refrigerator Co. under the leadership of Zhang Ruimin. That same year, Ruimin, to emphasize the importance of high quality, orchestrated a dramatic gesture by instructing his managers to physically destroy substandard products with a sledgehammer. This event emphasized the company’s commitment to quality from the start.

Soon, the brand went beyond the production of refrigerators and started producing a wide range of household and electronic appliances. These included air conditioners, washing machines, microwave ovens, cell phones, computers, and televisions. In 1992, the company rebranded itself as Haier Group, reflecting the expansion of its business scope and internationalization.

Throughout the 1990s, Haier worked hard to raise the quality of its products to international standards, achieving ISO 9001 quality certification for its major lines, including refrigerators, air conditioners, and freezers. As the company matured, it expanded its market presence through strategic acquisitions, such as the significant takeover of GE Appliances in 2016.

Today, Haier is a global leader in home appliances, operating a conglomerate of seven major brands: Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, Aqua, and Candy. With a market presence in more than 100 countries and territories, the company recorded an estimated global revenue of $32 billion in 2020.

Meaning and History

Haier Logo History

1984 – 2004

Haier Logo 1984

2004 – 2013

Haier Logo 2004

2013 – today

Haier Logo

This company has a simple and businesslike logo with just the name. It demonstrates a practical approach to visual identity. The logo uses only one lettering: ‘Haier’. The font used is embossed, with a balanced combination of angles and curves. Most of the letters, except for the first, are lowercase. The most unique is the letter “r,” which has a very short upper curve, making its right side almost non-existent. The emblem is colored blue, symbolizing a confident look into the future and striving for new horizons.

The blue color resembles a deep ocean or sky, promising limitless possibilities. Funny letter “r” gives the whole logo some zest. The missing part of the letter seems to evoke curiosity, much like the company’s desire to push boundaries and do new things. It’s simple but eye-catching, making you wonder, “What is that letter ‘r’?”.

Haier color codes

Medium SapphireHex color:#035baa
RGB:3 91 170
CMYK:98 46 0 33
Pantone:PMS 2945 C