subaru Logo - History, Design, and Meaning

Subaru was the first automobile company to adopt a Japanese word for its name. 'Subaru' translates to the Pleiades, a star cluster in the Taurus constellation. The Subaru logo has consistently reflected this name, depicting six stars.

The first Subaru logo, designed in 1958, featured a gold oval with six stars connected by thin lines, creating an elegant badge that looked chic on Subaru vehicles.

In 1959, the logo became more colorful, incorporating a silver frame and stars of the same color against a red background. This new color palette represented the brand's passion for progress and movement.

In 1979, Subaru introduced a new emblem. While the oval with stars remained, it was now set within a U-shaped figure with a flattened bottom, featuring thick lines and a silver-black color scheme.

The base of the current Subaru logo was established in 1979, with the emblem consisting of the oval and stars, but with a revised color palette. Silver stars were placed on a deep blue background, with refined shapes and gradient gray added to resemble shining stars in the night sky.

The logo was modernized again in 1999, with a wider oval shape that appeared stronger. The background featured gradient shades, adding a three-dimensional effect. The stars were rendered with cleaner, bolder lines, as well as a more defined oval outline.

The 2003 redesign added a wordmark to the Subaru emblem. The capital letters of the nameplate were crafted in a traditional sans-serif typeface in black. The simplicity of the bold lines balanced the vibrant ornament of the emblem, creating an outstanding and memorable visual identity. The Subaru logo represents the brand's history and legacy, embodying timeless sophistication while showcasing the strength of one of the most influential automakers in the world.

The Subaru brand name was chosen by Kenji Quit, the director of Fuji Heavy Industries, who wanted a Japanese name for a Japanese car. A competition was held to select the name, resulting in 'Subaru,' which also means 'getting together.' This reflects the brand's origins, stemming from the merger of six companies.

The logo's symbolism includes the six stars representing the six companies that merged into Fuji Heavy Industries, the parent company of Subaru. The blue background symbolizes both the sky and the sea, reflecting the Japanese saying about setting ambitious but achievable goals.

The paired stars in the logo signify cooperation with business partners and customers.

The designers intentionally chose a horizontally stretched oval shape for the emblem, moving away from traditional heraldic structures, as it represents harmony and stability in Japanese culture, as well as a yearning for perfection.

Originally, the stars' placement mirrored the brightest stars of the Pleiades constellation, but it has since been adjusted for design purposes, with the brightest star now on the left side and others concentrated on the right.

The font in the Subaru logo emphasizes the symbolic image and ensures clarity for consumers. The uniform thickness of the lines conveys a secondary meaning to Japanese consumers, while the font's legibility caters to European audiences.

The primary color of the logo is blue, associated with the sky and water, and interpreted in Japanese culture as mystical and supernatural.

White, the second most important color, symbolizes light, the sun, and imperial significance.

Black, used for the font, appeals to European culture, symbolizing aristocracy and dignity.