In the mid to late 1980s, Hoover expanded into international sales, specifically the Asian market. Recognizing the significance of cultural symbols, Hoover adopted the famous dragon logo.
As a part of our recent brand development research, we discovered the dragon was highly recognized across our customer base and was included in the new logo design.
THE HOOVER DRAGON: MORE THAN JUST A LOGO
Hoover’s choice of the dragon as its logo goes beyond just how it looks; it represents a deeper meaning, including the direction it faces. It embodies protection, strength, authority, and good luck. These qualities all come together to make it a strong and meaningful choice for representing the brand, aligning seamlessly with what Hoover stands for and aims to achieve.
WHAT DO DRAGONS SYMBOLIZE?
Dragons are revered in many Asian countries, especially in China. They play a significant role in Chinese folklore and traditions. In the Chinese Zodiac, the dragon is unique as the only mythical creature and is fourth in line, just after the rabbit.
Legend has it that during a race, the dragon, despite a good chance of winning, stopped to help the rabbit cross a river by using its breath to create a helpful wind. Later, it diverted its path to bring rain to a drought-stricken village, providing much-needed nourishment to the land.
Beyond the Zodiac, there is no shortage of protector folklore stories. In ancient China, the mythical ancestor known as the Yellow Emperor, or Huangdi, was associated with a dragon, using it as his emblem and riding in a dragon-pulled chariot, where the dragon served as both a symbol of power and a protective guide, aiding him in the unification of China.
DOES THE DRAGON’S DIRECTION MATTER?
One question that emerged during our brand research was the direction our dragon should be facing. Does it matter?
In Chinese culture, the direction a dragon faces matters. Placing a Feng Shui dragon in the East (right) direction, where the sun rises each day, helps attract positive energy, wealth, and prosperity in your home and pushes out the negative energy.