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Chinese company Haier Group Corporation is one of the world’s largest manufacturers of home appliances and electronics. Their products are of excellent quality, but in our opinion, the Haier logotype has some problems, and in this article we are going to analyze and fix them in order to help Haier and make it look like how it works – reliable, trustworthy and consistent.

DISCLAIMER: This redesign is made with educational and experimental purposes, to demonstrate our approach with concrete examples and help those brands we took as references, but in no way to offend, mock or troll them. It’s important to be constructive and positive, not destructive and negative. All the pictures are just hand drawn rough sketches in order to express the design direction. Please keep that in mind.

1.1 The counter of the single-storey letter “ɑ” is a circle that unbalances the whole word because it looks like a hole for a rod around which the logotype spins. The illustration below demonstrates this.

1.2 The letter “i” is supposed to be the symmetry axis of the logotype, but the counter of the letter “ɑ” takes all the attention from the center. It causes disharmony.

1.3 For example, in the old Haier logotype (1993–2004) was used a double-storey letter “a”, that is why the letters “a” and “e” were balanced and complemented one another. In this case the letter “i” was the obvious center of the balance. You can see a harmonious flow through all the letters that is indicated by a green line in the illustration.

2.1 The letter “r” is very minimalistic, but we don’t see this style in the letter “ɑ”, so the “r” stands out and looks lonely, and it is also noticeably higher than other lowercase letters. It is an inconsistency.

2.2 For illustrative purposes, we drew the letters “ɑ” and “r”, and paired them up according to a common style.

3. The counter of the letter “ɑ” crosses the border of the stem. It would be perceived as a style if it is repeated in other letters but this is the only case, so it is inconsistent and causes disharmony.

4. The terminal of the letter “e” and the shoulder of the letter “r” are cut at the same angle which forms a certain style. Firstly, we don’t see this style in the left part of the logotype, which causes irregularity and imbalance. Secondly, these cuts create a feeling of downward orientation.

5. Because the crossbar of the letter “e” (black) is above the center line (green) the eye of the letter “e” (pink) in this case looks too small. In this case it slightly imbalances the whole word because the human brain subconsciously compares the letter “e” with the letter “ɑ”, seeking for symmetry and balance that are the principles of harmony.

6.1 The outer line of the bowl of the letter “ɑ” and the dot of the letter “i” are formed by circles (green color), but the letter “e” and the counter of the letter “ɑ” are formed by ellipses, which is visible when comparing them with pink circles. This is normal practice when it comes to text fonts, as its harmonization is achieved through optical techniques, but when it comes to logos, such irregularities become noticeable, especially when they are inconsistent.

6.2 After slight changes, the letters “ɑ” and “e” became geometrically correct. We moved out the stem of the letter “ɑ” so that it doesn’t intersect with the counter. We also moved the crossbar of the letter “e” to the center line to make it more balanced in comparison with the letter “ɑ”.

6.3 The irregularities of the letters “ɑ” and “e” don’t contribute to the appeal of the Haier logo, so, in our opinion, they are not necessary.

6.4 The illustration shows the letters before and after the correction.

7. Let’s analyze the profiles of the logotype. The bottom profile is good because it forms a horizontal line. But the top profile is unbalanced. In case of the home appliances it might be perceived by customers as an unstable quality and work with ups and downs.

In some logotypes of companies producing appliances, profiles don’t look like a straight line. Despite this, their logotypes still look great. For example, the letters “O”, “S”, and “C” of the Bosch logotype are rounded, but they are visually aligned with the “B” and “H”. This creates a feeling of invisible straight lines. The Miele logotype has two supporting columns in the form of the wide stems of the “M” and “l”, as well as the supporting “i”. It is also in a rectangle, which creates a sense of completeness and stability.

1. The best way to solve all the problems described above is to design or choose a new font. Take a look at the new font – it is consistent, solid, expresses quality, reliability and durability, looks modern and trustworthy.

Haier appliances are very reliable, that is why the new font perfectly expresses it, unlike the previous one.

Haier logotype’s color is almost identical to Samsung, that is why, of course, let’s change it.

2. Let’s make the color vibrant and intense.

Below there are Haier logotype and its new alternative version with the top international leaders of the industry for comparison.

Now let’s take a look at the new logotype on concrete examples.

We gave Haier an international, consistent, modern and solid look, expressing quality, reliability and durability which they deliver. We hope that Haier will consider our offer which is made with the best intentions to help them be more attractive and successful.

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