Slogan & Graphic Introduction

The slogan and supporting graphic symbolize Midea’s pathway towards a smart future. “Simply ideal” serves as our sign-off, representing the goal our products and brand aim to deliver.

Slogan & Graphic Formation

The slogan and its accompanying supporting graphic are provided as a single vector file for ease of use across all departments and agencies. If it is necessary to recreate the unit, adhere to the principles below.

Slogan & Graphic Color Versions

The slogan and supporting graphic are provided in two color versions. The standard version is the primary choice for all applications whenever possible. The reversed white version is reserved for backgrounds requiring high contrast to ensure optimal visibility.

Slogan & Graphic on Backgrounds

To ensure legibility, it is essential to select the correct color version of the slogan and supporting graphic for its intended background.

The standard version should be applied on solid white or light-colored image backgrounds.

The reversed white version should be used on medium to dark image backgrounds, or specifically when the Midea dark blue isapplied as the solid  background color.

Slogan & Graphic Placement

When applying the slogan with supporting graphic, it should always be positioned at the bottom of the format. It should start from the left side and extend to the bottom right, opposite the brandmark.

Slogan & Graphic on Applications
Slogan Localisation

Where English is less efective or local regulations require it, the Midea slogan should be translated. Since the slogan is not a protected trademark, local adaptation is permitted to ensure cultural relevance.

Typography

To maintain a consistent brand voice across all scripts:

  • Latin Scripts: Use Gotham.
  • Non-Latin Scripts (e.g., Arabic, Thailand): Use Noto Sans.
  • Visuals: Localized text must match the visual weight and positioning of the English original.

Local Responsibility

Local market teams are responsible for the fnal execution of their slogans, ensuring they meet the following criteria:

  • Accountability: All translations/transliterations are owned by the local market.
  • Compliance: Slogans must follow regional advertising laws and linguistic norms.
  • Intent: Focus on capturing the brand spirit rather than a literal word-for-word translation.

*Note: above are visual placeholder only. The slogan ‘Simply ideal’ requires local market linguistic adaptation.

Slogan & Graphic Don’ts
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