Out with the red and in with the blue: Haier is currently undergoing a global rebrand that will see its logo reimagined with a navy blue tone to replace the deep red of the past.

In addition to this colour change, Haier is including the word ‘appliances’ in its logo, emphasising its core competency.

“Haier is very excited to roll out the new global branding in Australia later this year. We have some fresh new activity lined up for 2014 as well — make sure you keep your eyes peeled,” said Haier’s local brand manager Yvonne Hong.

“Haier understands the world is a diverse place and the notion of ‘one size fits all’ is outdated. We listen to consumers so we can gain a genuine understanding of their needs, and we work hard to give people from all walks of life a smart home experience.”

Perhaps best known in Australia has the owner of iconic New Zealand brand Fisher & Paykel, Haier is the world’s biggest manufacturer of whitegoods and among the top retailers as well, due its enormous presence in its native China.

Founded and headquartered in the northern coastal city Qingdao, Haier is actively seeking to position itself as the most reliable Chinese appliance brand. One of its major advantages in Australia is its access to Fisher & Paykel’s mature after-sales service network, which provides a key point of difference from rivals such as Hisense and Changhong.