The Japanese company Daihatsu is the heir to the automaker Hatsudoki Seizo Co. It appeared in 1951 after a global rebranding. Its predecessor has existed for much longer – since 1907. Previously, the company was independent, but now 100% of the shares are owned by Toyota Motor Corporation. The assortment has also changed: at first, it included three-wheeled models, and only in 1958 was replenished with four-wheeled vehicles. Then a whole generation of unique Kei-cars was created.
Meaning and History
The predecessor of Daihatsu was engaged in the manufacture of gas engines, which confirmed its name: “Hatsudoki Seizo” is translated from Japanese as “engine manufacturer.” Renaming the company, the developers took the first hieroglyph from Osaka (because the plant is located in this city). Still, they chose a different sound option: “dai” instead of “ō.” In Japanese, “dai” can be used as a prefix for “large.” The second half of the name, “hatsu,” is part of the word “hatsudoki.” The combination of two hieroglyphs gave a new combination – Daihatsu.
The brand name became the basis for all logos. Although the first two versions differ markedly in style from the subsequent ones, they are linked by a common inscription. In 1974, the car company had a symbol in the form of the English letter “D.” He continues to be the most recognizable image of Daihatsu.
1951 – 1957
The first logo adopted after the rebranding does not at all resemble the Hatsudoki Seizo Co. brand names. Daihatsu’s predecessor used Japanese inscriptions for quite a long time and ignored the Latin alphabet. This continued until the end of World War II.
But it is worth noting that the font of the word mark Daihatsu, which was created in 1951, is stylized like hieroglyphs. The English letters are designed in an Asian style, as evidenced by the sweeping brushstroke-like lines. The red lettering is enclosed in the same red elliptical frame with elongated edges.
In the late 1950s, a new logo with the brand name appeared. The word is now in a printed italic font. All letters are capitalized, white, and on a red background. The inscription is based on a rectangular shape with jagged edges and a triangular protrusion at the bottom. It vaguely resembles an open book.
1974 – 1998
The company continued to play with fonts by opting for sans-serif square straight characters. But this was not the main identity change. In 1974, Daihatsu first introduced the stylized “D” graphic sign. It looks like the nose of a rocket and consists of a single line bent in several places. For maximum contrast, the white letter is shown inside a large red rectangle. The automaker’s name is red and appears at the bottom.
1998 – today
The D-shaped symbol was so successful that the company decided not to change it. But she didn’t back down from experimenting with typography, so now the lettering has become “slender,” without square outlines. Stroke thickness is uneven, serifs, as before, are absent.
Font and Colors of the Emblem
The stylized letter “D” is the main distinguishing mark of Daihatsu. It’s simple but very catchy. The company has never updated it, working only with the inscription. The shape of the symbol is associated with movement, development, dynamics, growth. The fact that the “D” points upwards indicates a desire for progress.
The Daihatsu brand has changed fonts several times. At first, the letters were handwritten and resembled Japanese characters. Then the style became more practical. The designers used a slanted sans serif typeface. After 17 years, a wordmark with a square geometric font appeared. The latest version is a grotesque elongated upward with softened corners and with different thicknesses of strokes. It vaguely resembles Artigua Semi Bold or 19-PRA Demi.
The main color of the logo was and remains red. Combined with white, it creates a memorable contrasting combination. This bright hue is associated with Japan, which is also called the Land of the Rising Sun.