The Japanese company Akebono Brake Industry Co., Ltd. is known all over the world for producing top-quality braking systems for the automobile industry. Its clientele is the who’s who of the automobile industry, such as Audi, General Motors, Honda, Ford, Toyota, Chrysler, Volkswagen, and others. It also produces ancillary components for the automobile, motorcycle, railway, and industrial machinery sectors. Founded in 1929 by Sanji Osame, the company has become a premier name in the auto braking industry and has a presence in several countries, such as Japan, the US, China, France, and the Slovak Republic.
This braking giant has a visual identity in the form of a logo that reflects both its rich heritage and its forward-thinking approach. In fact, the meaning behind the brand name itself, “dawn” in Japanese, hints at the desire of the company to be a leader in braking technology. This article delves into the history of this attractive logo, among other details.
The Genesis of the Akebono Logo (1929 and beyond)
There isn’t much information available on the logo used by Akebono in its formative years. This could be due to the fact that the focus of the company was on establishing itself in the market during that period.
(1999 – Present)
When it comes to the logo, a significant shift came in 1999, when Akebono celebrated its 70th anniversary. It was during that year that Akebono established its mission statement. The company felt the need to build a new foundation to usher in the future of the group and embarked on a period of transformation. So, in addition to establishing a new corporate mission statement and a declaration outlining the values of the company for the 21st century, Akebono unveiled a new logo.
This new logo featured the brand name “AKEBONO” in a bold and block style of lettering. In fact, the letters themselves had a unique design that resembled a broken or fragmented form. This reminded people of the Japanese style of writing. The colour scheme of the logo was a deep azure blue to symbolise trust, calmness, and reliability. The wordmark or inscription was underlined by a striking scarlet-red stripe. Here, the red stripe could represent passion, innovation, and the commitment of the company to excellence.
The letters of the wordmark appear like a complex maze of wires or tubes. This symbolised the focus of the company on producing various types of braking systems for both two-wheelers and four-wheelers. Interestingly, the initial version of this logo also included the words “BRAKE EXPERTS,” written in a much smaller font below the red stripe. However, this tagline seems to have been phased out over time. Now, the sole element of the logo includes the clean and impactful wordmark featuring the brand name.
The official explanation for the design of the logo emphasises the concept of vastness. In fact, the broken letters of the wordmark “AKEBONO” could be seen to represent the limitless potential and opportunities the company offers in the braking industry. The current logo, with its simple yet powerful design, can be identified with the reputation of Akebono for quality and performance. It effectively conveys the message of the brand as a leader in braking technology. The logo evokes a feeling of the company being ready to face the challenges of the new millennium.
The Elements of the Akebono Logo
Font
The wordmark features the brand name “AKEBONO” in bold as well as broken letters. Resembling the Japanese style of writing, the wordmark resembles a maze of tubes or wires. The logotype symbolised the characteristics of automobiles that use Akebono products, such as excellent vibration and noise, and trusted high-speed braking.
Colour
Azure blue and scarlet red are the two colours that adorn the Akebono logo. The wordmark itself is marked in azure blue to show a sense of reliability, trust, and calmness. The scarlet red line below the wordmark emphasises the brand name “Akebono” as being highly reliable when it comes to the brakes.
Finally
The Akebono logo, though seemingly simple, holds a rich history and symbolism. From its unknown beginnings to the current design, it reflects the journey of the company and its dedication to being a pioneer in the field of automotive safety.