Ajinomoto Logo PNG
The lightness of the Ajinomoto logo reflects the optimal connection between the company’s specialization and its identity. The strong alliance instills confidence that the branded products are safe, delicious, flawless, and high-quality. The bright color palette is a great eye-catcher for customers.
Ajinomoto’s history began in 1907, when Tokyo Imperial University chemist Kikunae Ikeda studied the deep taste of kombu broth. In 1908, he isolated glutamic acid from the seaweed and named the taste “umami.” The same year, he patented an industrial method for producing monosodium glutamate, or MSG. Saburosuke Suzuki II, whose family business had worked with seaweed iodine since 1890, acquired a share in the patent.
On May 20, 1909, AJI-NO-MOTO, meaning “essence of taste,” entered the market. Japan’s Ministry of Home Affairs confirmed its safety, and the seasoning won a bronze medal at the first Japan Invention Exhibition. Production at the Zushi plant grew from 4.7 tons in 1910 to 23.3 tons in 1913, while sales passed 400,000 yen.
In 1917, S. Suzuki & Co., Ltd. was registered in Tokyo and opened an office in New York. During the interwar years, the company expanded across Asia, including Taiwan, China, Indonesia, and Thailand. World War II stopped MSG production in Japan, but by 1947-1953, AJI-NO-MOTO returned to the U.S. and Europe.
The company later moved into edible oils, lysine in 1956, aspartame with G.D. Searle in 1962, an MSG venture with Orsan in France in 1970, and its first overseas plant in Thailand in 1973. In 1988, it became Ajinomoto Co., Inc. Later research on umami receptors in 2000 and 2006 further strengthened its scientific foundation, while Nestlé and International Flavors & Fragrances remained key competitors.
Meaning and History
With over 100 years of history, it is not surprising that the Ajinomoto brand has high visual recognition. At the time, the public was presented with seven variants of the logo, one of which was used exclusively in the international market. While most competitors made local logo changes within their frameworks and updated individual details, each redesign for a Japanese company offered the audience a new, unique option. Because Ajinomoto is a subsidiary of Suzuki, it’s no wonder the logo used elements of the iconic Japanese brand early on.
What is Ajinomoto?
First, it is one of the most popular Japanese food brands. The company has gradually expanded in many directions, attracting potential customers’ attention.
1917 – 1946
The company introduced the first version of the logo almost immediately after its founding in 1917. It was an oval emblem with slightly non-standard dimensions, resembling a medallion. Inside, a Japanese lady held a jar, most likely filled with spices. Hieroglyphs were painted on the woman’s apron. The background featured black vertical lines. Customers who associated it with Suzuki liked its distinctive logo. At the same time, the dull black-and-white color scheme evoked a sense of despondency upon first sight.
1946 – 1973
The brand was named Ajinomoto only in 1946. At the same time, the original logo was redesigned. This is an interesting red-and-white emblem. The logo’s main element is a red bowl with a lid. It features Japanese characters spelling out the brand name in white. The characters are bold, with thick lines. This choice made it easier to associate the Ajinomoto logo with home comfort and the company’s products.
1973 – 1986
The next redesign took place in 1973. All images were completely removed from it, including the bowl from the previous version. Saul Bass handled the redesign. The logo was a two-level verbal inscription. At the top was a stylized “a,” referencing the company’s name. Red outlines and white interiors conveyed the company’s potential and ambitions, as well as its desire to develop. At the same time, the buyer could not immediately associate the symbol with the letter because several curved lines formed a fancy pattern. Beneath the letter was a Japanese inscription in bold red type.
1986 – 1999
A 1986 redesign made the logo more concise, confident, and modern. It was based on the brand name and set in a classic sans-serif font, in all caps. The first letter deserves special attention. First, I used a diagonal line instead of a horizontal one to make the symbol more distinctive and interesting. Also, a red triangle points to the right, to the left of the name. Stylistically, it resembles the video-start button. The area within the “A” and the triangle formed an infinity symbol, representing the company’s vision and goals.
1999 – 2018
Thirteen years after the previous version of the logo was in active use, it was decided to return red as the main color. The red triangle to the right of the title was also removed. It now serves as a verbal inscription denoting the brand name. The most graceful and playful element is the first letter, “A,” with a long tail connecting its lower peaks. The second letter, “J,” was also slightly larger than the others. Otherwise, the font remained the same as the previous version. However, the new color palette helped, making the logo more welcoming. In addition, tjinomoto began using the icon. This year, it was a stylized white letter “a” inside a red circle, which was in turn inside a white square.
2010 – 2018 (international market)
In 2010, the company adopted a secondary logo that is used by brands worldwide. At the same time, the verbal inscription is identical to the one presented back in 1999. However, it is now enclosed in a multicolored ribbon-like frame. Here are yellow, green, and red colors, indicating the diversity of the product range offered to customers.
2018 – today
The company’s most recent redesign took place in 2018. The word “inscription” remained unchanged but was slightly reduced in size and placed under the updated designation “Ajinomoto”. The letters “Aj” were handwritten, with smooth lines and rounded ends. As a result, the logo looks friendlier, thanks to the company’s traditional red-and-white color palette.
Font and Colors
If the company tried to blend Japanese and global cultures in the logo’s early iterations, the latest redesigns make the inscription “Ajinomoto” the main element, set in a classic sans-serif font in capital letters.
The company’s main theme is a red-and-white color palette that evokes professionalism and brand strength.