Acura is a brand of the Japanese company Honda. Luxury cars are produced under it, which can compete with Infiniti, Lexus, and Buick. The opening of this unit was promising, but in the 1990s, his cars’ demand fell. The manufacturer has had to expand its lineup to include many luxury SUVs and sedans with high-end performance. Major markets are Mexico, Canada, the USA, Kuwait, and most of China.
Meaning and History
The brands big-name is the sole merit of the NameLab studio, which was directly involved in creating the word “Acura.” Experienced namers used the Latin morpheme “acu” (from “accuracy”), meaning “accurate” or “accurate” in the original language. The second part (“ra”) doesn’t make any sense – it only simplifies pronunciation and makes the name memorable. The naming studio proceeded from the semantics of the word and used it to express the automobile company’s essence. After all, as you know, Acura is famous for its precise and accurate approach to production. So this is a clever marketing trick designed to attract customers.
Acura was created in 1986 for consumers who lacked status and sophistication in Honda products. The Integra and Legend’s first models were in great demand: they bought more than a hundred thousand cars in just one year. Cars bearing the Acura logo made it to the top despite high prices. Due to the loud popularity, the company decided to add a graphic symbol to its wordmark. The emblem, hinting at a connection to Honda, began to be used in 1990. It was designed for SUVs and sedans and appeared in several color options with a predominance of monochrome silver shades.
1986 – 1989
When Honda registered the Acura trademark, it found a way to personalize the new division. The designers have developed a logo with the words “ACURA,” which adorned luxury cars. The typography was based on a stylized sans serif and rounding font. For the word, capitalized bold letters with a large number of corners were used. The distance between the symbols was minimal but sufficient for the brand name to be easily read.
1989 – present
In 1990, the exotic NSX sports car was released. And not long before that, the company acquired a new symbol that complemented its wordmark. The current logo consists of a stylized letter “A” similar to the capital “H,” which underlines the inextricable link between the automaker Honda and its subsidiary Acura.
The A-shaped figure resembles a caliper in its shape, or rather a jaw with a fixed bar for internal measurements. This is no coincidence because this tool is associated with precision and helps engineers in their work. “A” is inside the non-proportional rounded square and touches its borders at four points (two at the top and two at the bottom). The name of the brand is written at the very bottom. The font remained the same – the designers decided not to change it to associate the new symbol with the old wordmark.
It is worth noting that after the first presentation of the Soichiro emblem, Honda was unhappy with the result. During the development of the initial version, no one consulted with him. After all, the creator and owner of Honda wanted to make the letter “A” look like an “H.” There was no such similarity due to the lack of a small horizontal bar. The specialists had to redo the design and add the missing line. All badges with the “wrong” design made by that time were eliminated.
Font and Colors of the Emblem
The Acura brand name has at least three meanings. First of all, it is “A” – the first letter of an automobile brand’s name. Secondly, the stylized symbol is very similar to the capital “H” that begins Honda’s word. The developers specifically noted this feature to emphasize the connection between the two companies. And according to the official explanation, the logo represents the measuring part of the caliper. In this case, it symbolizes the high quality of luxury sedans and SUVs. Some car enthusiasts believe that the two-piece figure is like compass arrows that point the right way.
The font used for “ACURA” is similar to the NSX or NSX 2.6 typefaces. They were designed by Bill Pierce based on the typography of the automotive brand. Interestingly, the lowercase “a” in the NSX 2.6 is identical to the Acura emblem above the company name.
In addition to an exclusive and recognizable typeface, color plays an important role in the logo. Black symbolizes strength, sophistication, and elegance, white – purity and confidence. And in Japanese culture, white is the color of perfection and integrity. On cars, the badge is completely silver to show the texture of the metal.