Subaru is a Japanese automobile manufacturer called Subaru Corporation, formerly known as Fuji Heavy Industries. It was founded in the summer of 1952. It was founded by Kenji Kita and Chikuhei Nakajima. The head office is located in Ebisu (Shibuya, Japan).
Meaning and History
Before becoming a leading transport manufacturer, the company went through a difficult path that led it to an up-to-date identity, name, and status. She started with Fuji Heavy Industries, owned by the Aircraft Research Laboratory headed by Chikuhei Nakajima. The earliest events date back to 1915. Then in 1932, the company was reorganized into the Nakajima Aircraft Company.
In 1946, the former aircraft manufacturing was transferred to the manufacture of scooters and was named Fuji Sangyo Co. A few years later, the newly formed structure was divided into 12 small firms, in accordance with the legal requirement of the Corporate Credit Rearrangement Act, adopted in 1950.
Three years later, six of them decided to join another newly created company. This is how Fuji Heavy Industries was born. Kenji Kita, who headed it, wanted the firm to be engaged in the manufacture of automobiles, so he re-specialized it. He also chose the name and approved the corporate symbols.
Subaru is the Japanese name for the constellation Pleiades. It is also called the Seven Sisters, whose image was recreated by the designers in the company’s corporate logo. However, despite the word “Seven,” there are only six stars in the emblem since the seventh has always been invisible. The striving for stardom is traced in the concept of the manufacturer of transport equipment, so its symbolism has not radically changed.
1953 – 1958
The debut version consists of the classic Subaru constellation – six large stars connected by short lines. Space objects are located in an oval frame and even on it. It symbolizes the part of the universe where this bright cluster is located. All elements are made in the same style and painted in the same color – silver with a cold metallic sheen. This was done on purpose to emphasize the technical connection. The balanced distribution of light and shadow makes the emblem look three-dimensional.
1958 – 1959
For a short period, the designers made the logo from silver gold while retaining the three-dimensional effect. But the stars in this version are more elongated horizontally. This became possible due to the lengthening of the beams. Like the connecting lines, the oval frame is now much thinner, and the stars have clear protruding edges with a slight reflection in the central part.
1959 – 1970
In 1959, the first colored Subaru emblem was approved. Graceful silvery stars, tied with a thin gray string, are on a red background. This color has become the personification of the passion for movement and progress that the brand reflects in its products. The horizontal oval received a thick edging line with an extension on the sides so that the rays did not go out. It, like the stars, has light highlights that accentuate the metallic texture.
1970 – 1980
The designers have corrected the frame, returning it to a uniform thickness. Therefore, the elongated parts of the stars again protrude beyond the boundaries of the oval. Instead of a red background, a dark blue appeared, reminiscent of the night sky with small luminous dots, among which the bright constellation Subaru flaunts. The figures’ strict geometry emphasizes the logo’s belonging to the technique, where clear edges and structuredness are important.
Presents a two-dimensional version of the previous logo, required for use in print and advertising on various devices. Its only difference from the 1970s logo is the lack of lines connecting the stars because their outlines are already connected. The frame in this emblem consists of white, gray, and black lines: the first is the central one, the others are the side ones.
1980 – 2003
The developers have proposed a version that resembles stars as a reflection in the water. To accentuate this effect, they made the background gradient with a change in color intensity. It changes from top to bottom – from dark blue to light blue. The result is the impression that the stars descend from the sky and plunge into the earth’s sea. This concept is associated with Japanese wisdom, which says: the reflection of the stars in the sea makes them accessible. The manufacturer sets himself, although high, but quite achievable goals, towards which he is constantly moving.
2003 – present
In the current emblem, the designers emphasized as much as possible the idea of the unity of the celestial stars with their earthly reflection. To emphasize this, they used the play of shadows and light. The largest object is located on a white and blue background, the rest – on a cobalt blue. The area along the silver border is darkened – especially at the bottom right – convex edging with a three-dimensional effect. The stars are connected in pairs by rays. Below is the inscription.
Font and Colors of the Emblem
The constellation concept on the logo came to management immediately, as the brand consists of six firms, brought together under the auspices of one parent company – Fuji Heavy Industries. This aligns perfectly with the automotive brand’s legal status: six visible elements and one invisible, just like in Subaru’s constellation. Moreover, in a literal translation, its name sounds like “get together.” Previously, this was emphasized by the lines passing between the stars, and now – their pairing, symbolizing support and unity.
The logo uses the Square 721 Std Bold Extended typeface designed by typographer Aldo Novarese and published by Bitstream. The corporate palette consists of several shades of gray (graphite, silver, metallic, chrome) and blue (heavenly, light blue, cobalt, dark blue). There is also white, which denotes light and sun.