Primary Midea Brandmark

The Midea brandmark is the official primary brand element. Encasing the logotype in the Midea blue box ensures a strong, consistent connection to the brand’s main color and keeps it highly visible across various backgrounds. It is designated for use in most primary applications.

Clear Space & Minimum Size

Clear space defines the minimum required distance between the Midea brandmark and all other design elements in communication materials. This includes, but is not limited to, typography, graphic elements, and the focus of the images. 

Paired together with minimum size, this ensures the Midea brandmark is consistently legible across all applications. This guarantees the logotype is fully readable even on smaller formats.

  • Midea brandmark clear space

    The key measurement for the clear space is defined as “X,” which corresponds to the height of the Midea logotype’s lowercase letterforms. A minimum distance of “1X” must be applied to all sides of the Midea brandmark. The surrounding purple area serves solely as a visualization of this required clearspace. While this is the minimum requirement, larger clear space is generally preferred to maximize logo prominence.

  • Midea brandmark minimum size

    The minimum size is defned as 5.5mm in height for print applications and 27.5px for digital applications. When designing communication materials, always ensure that the logo never goes smaller than the minimum size recommended.

Position & Sizing

In communication materials, the Midea brandmark is always placed at the left-hand side of the layout. 

In most cases, the logo sizing relates to the format. Taking the format’s shortest side, in this case named (f), the height of Midea brandmark is calculated as 15% of the format’s shortest side.

  • Height proportion

    By ensuring that the Midea brandmark is calculated to the format’s shortest side, the Midea brandmark will always appear visible in the format. The clear space of the logo and minimum size of the logo should always be maintained. When 15% of the brandmark height is less than the minimum size, always use the minimum size instead.

Brandmark Usage on Backgrounds

With the holding shape, the Midea brandmark is highly visible in different backgrounds and applications. When placing it on the gradient background, ensure that the Midea brandmark is visible on all shades of the gradient.

  • Midea brandmark on solid color background

  • Midea brandmark on lighter image

  • Midea brandmark on darker image

Brandmark on Applications

The predominant look for the Midea utilizes the Midea brandmark (in Midea Blue holding shape). This ensures a strong presence of Midea Blue while also keeping the Midea logo highly visible. Below are examples of how logo can be applied to different applications.

Brandmark Don’ts
Midea Logotype Limited Usage

The Midea logotype is the free-standing Midea logo without Midea Blue holding shape. It is used in limited cases such as TVC outro, social media, APP icon, favicon and some brand goods materials.

  • Midea logotype clear space

    The key measurement for the clear space is defined as “X,” which corresponds to the height o f the Midea logotype’s lowercase letterforms. A minimum distance of “1X” must be applied to all sides of the Midea logotype. The illustrated minimum clearspace is required, but a larger size is generally preferred.

  • Midea logotype minimum size

    The Midea logotype size is defned as 3mm in height for print applications and 17.5px in height for digital applications. When creating applications that make use of the Midea logo, always ensure that the minimum size is used to ensure maximum impact.

Social Media Logo Usage

The overall logotype is clear, simple and suitable for small size formats including but not limited to APP icon, social media profile picture, favicon and/or other print materials where space is limited. The minimum size is maintained to ensure that the Midea logotype is highly visible on various digital cropping.

  • Minimum space

    The Midea logotype maintains a distance of “X,” which corresponds to the height of the Midea logotype’s lowercase letterforms. A minimum distance of “1X” must be applied to the left- and right-hand side of the Midea logotype.

  • Color versions

    The APP icon and social media profle are available in 2 color versions. When choosing the color versions, always prioritize the Midea Blue background version as it creates maximum impact in the overall social media presence.

Midea Logotype Usage Scenarios

The Midea logotype is predominantly used in video outros and brand collaboration materials.

Video Outro (TVC):

In TV commercial (TVC) endings, the logotype size is precisely defined as 20% of the shortest side of the video format. This ratio, along with supporting graphics and the slogan, creates an end frame that achieves maximum visual impact.

TVC ending

 

Brand Collaboration:

For brand collaborations, the partnership logo’s size is defined in a spectrum ratio relative to the Midea logotype. This ensures a clear hierarchy within the lockup while maintaining balanced proportions between Midea and its partners.

  • The line between the partnership logo and Midea is defined as 0.05X with a distance of 1X on both sides. It’s in Media Medium Grey color.

  • Midea logotype lockup with vertical/square partner logo The height of the partner logo should not exceed 1.25M of the Midea logotype height and should not be smaller than 0.7M. Midea logotype lockup with horizontal partner logo The height of the partner logo should not exceed 1M of the Midea logotype height and should not be smaller than 0.5M.

Midea Logotype Usage Overview
Downloads

Nomenclature

Our final artwork files are organised on the basis of a simple naming structure.

Ensure that the latest document file, which can be viewed from the date are used when designing materials.

Logo final artwork files

The following are the naming for our logo final artwork files. The files comes in both vector and pixel based documents.

Vector logo documents for applications come as .ai and .pdf files, while pixel logo documents come as .png files.