The design for new brand identity for Haier is based on the ZERO DISTANCE concept which reveals the brand’s mission – to create technologies with obvious benefits for people. We took the same concept as the basis for our design and literally showed that Haier technology is always invisibly present nearby, as if illuminating all types of media with the signature blue light of its indicators. Blue is also used to highlight semantic accents – for image communication, the keyword is highlighted with a gradient, and to enhance product benefits, it is additionally emphasized with a blue filling.