Sony is a Japanese technology conglomerate created in 1946 by Akio Morita and Masaru Ibuka. He is one of the largest manufacturers of electronics and multimedia. It provides financial services, records, manufactures digital and household appliances.
Meaning and History
The Sony logo is one of the most recognizable. It depicts the name of the company, formed from the Latin “Sonus” (“sound”). There is also a connection with the word “son,” which is used in Japanese culture to refer to young people with an innovative outlook on things.
1946 – 1955
The company was not always called Sony. In 1946, it was known as Tokyo Tsushin Kogyo, so the letter “T” took center stage on its emblem. The symbol consisted of an inverted isosceles trapezoid and rhombus and was located inside the black ring.
1955 – 1957
In 1955, the Sony brand appeared. His brand name was different from the main logo. It was the italic inscription “Sony,” placed in a rectangular frame. Elongated “S” and “y” gave it a special touch.
1957 – 1961
In 1958, the Tokyo Tsushin Kogyo group of companies was renamed Sony Corporation. Part of the rebranding was the change of logo. The new version was invented by the designer Yasuo Kuroki, who worked in the permanent staff of the company. He removed the quadrangle and left only the inscription “Sony.” To emphasize its importance, he chose a strict bold font with large serifs.
1961 – 1973
Norio Ohga, the company’s ex-president, criticized the existing logo and suggested improving it. Akio Morita’s design bureau chief agreed and appointed Ohga to his position. Under his leadership, Yasuo Kuroki revised the trademark and made the letter “S” slightly larger than “O,” “N” and “Y” so that it does not appear small due to the visual effect. Subsequently, the logo changed several more times until the final version appeared. All versions differed only in bold letters and the font changed slightly.
1962 – 1969
The 1962 logo differs from the previous version in thinner letters: if in 1961-1962 the font was bold, now the designers have reduced the line width.
1969 – 1973
In 1969, the changes to the emblem were minor. The developers have thickened the sides of the letter “O” and the right diagonal stroke “Y.”
1973 – today
In 1973, the designer created an emblem that suited the picky Norio Ohga. The head considered that it perfectly reflects the corporate image of the company. The use of black on a white background symbolizes integrity and elegance. The font resembles Clarendon with minor modifications.
The company tried several times to change the trademark, even organized a contest in honor of its 35th anniversary. She received about 30,000 applications, but not one of the works was honored to become the Sony logo.
Font and Color of the Emblem
Historically, the Sony trademark contains only its name. Adhering to a minimalistic concept, the designers managed to focus on the brand and not use bright decorative elements. The plain lettering has served as an emblem since 1957 but has been modified several times to enhance the electronics and multimedia manufacturer’s corporate identity. The final version was adopted in 1973.
The typeface used in the logo is reminiscent of Clarendon, a typeface created by typographer Robert Besley. It is a bold serif with long rectangular serifs. In 1961-1973 the letterforms were designed by in-house designer Yasuo Kuroki under former corporation president Norio Ohga. The emblem palette is laconic and presented in only two colors: black (for the inscription) and white (for the background).