Advan is a premier Japanese tyre brand belonging to the Yokohama Rubber Company. It has been a symbol of quality and performance for over six decades. While the tyres have consistently delivered on the promises of grip, durability, and handling, the logo of the company shows the changing times and design trends of the day. The article delves into the history of the Advan logo since the founding of the company, among other details of the company.
The Genesis of the Advan Logo (1979 – Present)
The original Advan logo adopted a striking, angular logotype that exuded a sense of dynamism and modernity. Also, since the logo hinted at the products manufactured by the company, it appeared with three slanted red stripes that resembled the tread of a tyre. The stripes, too, appeared in the form of parallelograms of varying widths. The parallelograms were partially obscured from view, thanks to the white wordmark “ADVAN.” Both the wordmark and parallelograms were placed on a black rectangular background for better legibility.
Further, the red stripes in the form of parallelograms gave the impression of slip marks on the road, but in a much cooler way. Interestingly, the letters “V,” “A,” and “N” are placed in such a way that they appear to be aligned with the angles of the parallelograms. Undoubtedly, the logo gave the impression of the company in more ways than one. The colour palette of the wordmark in white lets the world know that the company knows everything about the tyre industry.
(2018) (Anniversary Logo)
A commemorative logo was introduced in 2018 to celebrate the 40th anniversary of Advan. It featured the wordmarks “40th”, “Advan”, and “Anniversary” in white against a black rectangular background along with three red parallelograms of various thickness. The hand painted wordmark “40th” to the left of the logo was bigger in size. Also, the brush stroke emanating from “4” went through the numeral “0’. The other two wordmarks were relatively smaller in sizes and were placed to the top and bottom right.
The Elements of the Advan Logo
Symbol
At the centre of the Advan logo is a combination of three red parallelograms. The shapes of these geometric objects were ingeniously inspired by the traces left by the tyres on the highway. This way, the parallelograms visually represented the core product offering of the brand, the quality tyres. The shape of the letters in the Advan wordmark has been meticulously crafted to align with the angular geometry of the parallelograms. Just observe how the slanted angles of the letters “A,” “V,” and “N” align seamlessly with the precise angles at which the parallelograms are positioned. This creates a harmonious and cohesive design.
Font
The Advan wordmark is written using a geometric sans-serif typeface in uppercase. It closely resembles ITC Avant Garde Gothic Medium. The bold lettering conveys precision, speed, and modernity.
Colour
The colour palette of the Advan logo was thoughtfully chosen to evoke the essence of the product itself. For instance, the dominant black background conjures a connection of sorts with the bold colour of the tyre. On the other hand, the crisp white letters of the brand name provide maximum contrast and legibility. The vibrant red accents, when strategically applied to the parallelograms, infuse a dynamic and energetic touch. They capture the brand’s spirit of performance and innovation.
The History of Advan Tyres
Yokohama Rubber Company introduced the Advan brand in 1978 and made a significant advancement in manufacturing high-performance tyres. The name “ADVAN” is derived from the Latin “advenire,” which means “to arrive.” The first tyre brought out by the company, the ADVAN HF, was designed to get exceptional traction in wet and dry conditions. It was quite successful in Japan and strengthened the reputation of the Yokohama Rubber Company.
In the early 1980s, the company equipped cars with Advan tyres for prestigious motorsport events. These include the World Rally Championship (WRC), the European Formula 3 Championship, and the 24 Hours of Le Mans. The participation of the company in such premier motorsport events elevated its international brand recognition.
In due course, Advan tyres became the choice for motorists who sought maximum vehicle performance. This was due to the fact that the tyres offered excellent performance, handling, and durability across a wide range of sizes and specifications. In 1976, the Yokohama Rubber Company revolutionised the industry by creating an unparalleled wet-condition tyre by leveraging cutting-edge technology. The 1978 launch of the Advan HF marked a significant market shift. Soon, the tyre gained acclaim for its durability and performance.
By 1980, Advan tyres were used in the Suzuka Great 20 race of the Japanese Formula 2 Championship, which was also known for reliability and handling. In 1981, Advan impacted the WRC and became the preferred choice for top drivers. In 1982, the tyres achieved historic success in the European Formula 3 Championship, as they propelled motorsport drivers to illustrious careers.
At the 24 Hours of Le Mans, Advan tyres were favoured by elite drivers for their superior grip and stability. In the 1990s, the brand Advan gained popularity in the U.S. and Europe and was sought after by racers. Throughout the 2000s, Advan dominated various motorsport events, from Formula Drift to the World Touring Car Championship and Super GT Series races. In the 2010s, the brand continued to evolve and offered a wide range of sizes and specifications to meet the driving needs of elite drivers.
Interesting Facts About Advan
- The Advan brand was launched by Yokohama in 1978 with the introduction of the Advan HF tyre. It marked Japan’s first sports-specific tyre brand and made a significant impression in the motoring world.
- The name “Advan” comes from the word “advance” to reflect the commitment of Yokohama to push tyre technology forward and challenge global standards, especially in high-performance and motorsport applications.
- Advan quickly became synonymous with the success of motorsports. In the early 1980s, race cars equipped with Advan tyres achieved major victories. These included winning the All Japan F2 Championship. Besides, the distinctive Advan race livery became iconic in racing circles.
- Before Advan, Japanese tyres were not considered competitive with European brands, especially in wet performance. The Advan HF changed this perception by offering world-leading wet performance. It helped to establish Japan as a serious contender in the global tyre industry.
- Advan is Yokohama’s flagship line for ultra-high-performance tyres and wheels. It caters to both street and track use. The Advan Racing wheel brand, which was launched in the mid-1970s, includes a variety of advanced wheel designs, such as cast to full-forged and race-spec wheels.
- Advan remains at the forefront of tyre technology and motorsports. Its ongoing efforts to improve performance and sustainability reflects Yokohama’s broader commitment to environmental responsibility.
- Advan tyres and wheels are now used in top-level motorsport events worldwide. They are highly regarded by car enthusiasts for their blend of performance, durability, and cutting-edge design.
Finally
The Advan logo is a testament to the ability of the brand to remain true to its core values and identity. It reflects design trends and conveys a sense of performance, precision, and technological advancement. Over the years, the Advan logo has evolved into a powerful symbol that represents the determination of the brand to deliver exceptional products and experiences for its customers.