Asahi Group Holdings, Ltd., established in 1889, is a global leader in the beverage and food industry, headquartered in Sumida, Tokyo, Japan. The Group offers a diverse portfolio of brands centred on beer, alcohol and non-alcohol beverages, and food products. Asahi Group Holdings has a global presence, such as in Japan, East Asia, Europe, Asia Pacific, and Oceania.
It provides over 10 billion litres of beverages to consumers worldwide and generates revenues of over JPY 2.9 trillion annually. The Group’s visual identity in the form of its logo has changed over the years and reflects both its Japanese heritage and its ambitions as a global enterprise. The article explores the logo evolution of the Asahi Group Holdings, among other details of the company.
The Genesis of the Asahi Group Holdings Logo (1889 – 1986)
Since the Asahi Group Holdings company started as the Osaka Beer Brewing Company in 1889, the earliest logo alluded to the predecessor company. It was closely tied to its Japanese roots and the symbolic meaning of its name, Asahi, “morning sun” in Japanese. The original logo in monochrome featured an elongated oval with two outlines, inner and outer. There were several illustrations in Japanese within the inner oval.
Between the inner and outer outlines, or the circumference of the oval, was mentioned the brand name “OSAKA BEER BREWING COMPANY LIMITED” and the location of the brewery in both English and Japanese. At the top centre of the oval was shown the sun motif along with the words “ASAHI” in black against a white background and “LAGER BEER” in white against a black striped background arched below.
(1986 – 2024)
A key moment in Asahi’s visual evolution came about when renowned designer Nagai Kazumasa was commissioned to redefine the company’s logo and overall brand direction. So, in 1986, Kazumasa introduced a “sharp” and angular typeface, with each letter forming a pointed, dynamic shape reminiscent of Gothic letterforms. This design aimed to convey a sense of growth, energy, and modernity. Below the wordmark “Asahi” in title case was mentioned the tagline, “LIVE ASAHI FOR LIVE PEOPLE” in a smaller size in uppercase.
The signature blue colour for the wordmark was chosen to represent water, a key ingredient in Asahi’s products, and to evoke a feeling of refreshment. This rebrand coincided with the launch of Asahi Super Dry, a product that would become synonymous with the brand and help propel Asahi to market leadership in Japan.
(2024 – Present)
In April 2024, Asahi Group Holdings unveiled a new group corporate logo to reflect its evolution into a truly global organisation. The updated logo retains the established Asahi wordmark but introduces two key elements as mentioned below:
- The ‘Sunrise Arc’: It is a symbol that symbolises the morning sun (asahi) and represents the aspiration of the company to brighten the world. The fan shape of the arc radiates from the word “GROUP” to signify the company’s potential and global ambition.
- Colour Palette: The logo employs a blue and yellow colour palette to symbolise the core elements of Asahi’s brand essence, namely, Earth, Sun, water, and light. These colours also represent the balance between tradition and innovation, passion and integrity, and trust and a challenger spirit.
The Elements of the Asahi Group Holdings Logo
Font
The Asahi Group Holdings logo features a distinctive custom wordmark that draws inspiration from both traditional Japanese calligraphy and modern design aesthetics. The font displays sharp, angular forms where each letter comes to a head yet maintains a rounded, gothic-like quality. This unique typographic style was introduced by designer Nagai Kazumasa.
Colour
The Asahi Group Holdings logo uses two main colours: blue and yellow. The blue colour is a deep, rich shade that symbolises water, which is an essential ingredient in Asahi’s beverages. The blue also represents trust, refreshment, and the commitment of the company to quality. On the other hand, the yellow colour in the form of the “Sunrise Arc” symbolises the morning sun (asahi in Japanese). It represents hope, aspiration, and the company’s mission to brighten the world.
The History of Asahi Group Holdings
Asahi Group Holdings began its journey as the Osaka Beer Brewing Company in 1889. It was founded by Komakichi Torii, who aspired to produce authentic Japanese beer. The Asahi brand, which means the “rising sun”, was launched in 1892 to symbolise promise and growth. The company quickly gained recognition by winning a gold medal at the 1900 Paris Expo and other awards in Japan and abroad.
In 1906, Osaka Breweries merged with Nippon Breweries and Sapporo Breweries to form Dai-Nippon Breweries. This merger established a dominant force in the Japanese beer market. After the Second World War, Allied occupation authorities enforced economic decentralisation, which led to the breakup of Dai-Nippon Breweries. Asahi Breweries was re-established as an independent entity in 1949, which marked a new chapter for the company. During this period, Asahi introduced innovations such as Japan’s first aluminium canned beer and expanded its product range to include beverages like Asahi Cider.
However, after facing declining market share in the 1980s, Asahi undertook significant market research and product development. This culminated in the launch of Asahi Super Dry in 1987, which was Japan’s first dry draught beer. This product revolutionised the domestic beer industry with its crisp, refreshing taste. The success of Super Dry propelled Asahi to reclaim the top share of the Japanese beer market after a 45-year interval. During this period, Asahi also diversified its business and established Asahi Food & Healthcare Co., Ltd. It also acquired interests in food companies such as Amano Jitsugyo Co., Ltd.
In the 1990s, Asahi began expanding internationally. It did so by acquiring a stake in the Australian brewery Elders IXL (later Foster’s Group). Also, in 2009, it purchased Schweppes Australia, which became Asahi Beverages. The company continued to grow through acquisitions, including the purchase of Independent Liquor in New Zealand and various beverage businesses in Australia throughout the 2010s.
In 2011, Asahi Breweries changed to a pure holding company structure and changed its name to Asahi Group Holdings. It established Asahi Breweries Ltd as a subsidiary. This move reflected the company’s diversification beyond beer into a broad portfolio of alcoholic beverages, soft drinks, and food products.
Asahi’s global presence further expanded with the acquisition of SABMiller’s beer businesses in Central Europe. This brought within the Asahi fold iconic European brands like Peroni, Grolsch, and Pilsner Urquell. The company also established partnerships with international organisations, such as City Football Group, to enhance its global brand recognition.
Today, Asahi Group Holdings operates as a global beverage and food conglomerate and has significant operations in Japan, Australia, New Zealand, and Europe. Its portfolio includes leading beer, soft drink, and food brands, and the company continues to focus on innovation, sustainability, and international growth.
Interesting Facts About Asahi Group Holdings
- Asahi Group Holdings was originally founded in 1889 in Osaka, Japan, as the Osaka Beer Brewing Company. The Asahi brand name means “rising sun” to symbolise hope and a bright future.
- Today, Asahi is a global powerhouse in beer, alcoholic and non-alcoholic beverages, and food products, with a presence across Japan, East Asia, Europe, and the Asia Pacific. The company delivers over 10 billion litres of beverages annually and generates revenues exceeding JPY 2.9 trillion.
- Asahi’s portfolio includes some of the world’s most recognised beer brands. These include Asahi Super Dry, Peroni Nastro Azzurro, Kozel, Pilsner Urquell, and Grolsch. In fact, Asahi Super Dry, which was launched in 1987, became Japan’s best-selling beer within a decade.
- The Asahi Group headquarters in Tokyo is a landmark, designed to resemble a beer mug full of bubbles. The adjacent Super Dry Hall features the famous “Flamme d’Or” (Golden Flame) sculpture by Philippe Starck. It represents the burning spirit of Asahi Breweries.
- Asahi is the largest beer brewer in Japan, and it holds a 37% market share. It is ahead of other major brewers like Kirin and Suntory.
- Asahi has expanded globally through major acquisitions. These include Schweppes Australia (now Asahi Lifestyle Beverages), Carlton & United Breweries in Australia, and several European beer brands such as Peroni, Grolsch, and Pilsner Urquell.
- Beyond beer, Asahi produces ready-to-drink beverages, spirits, wine, sake, shochu, canned coffee, tea-based drinks, carbonated soft drinks, food products, pharmaceuticals, and supplements.
- The company’s corporate philosophy, “Make the world shine”, reflects its dedication to building connections, delivering enjoyment, and contributing to a sustainable future.
- As of the end of 2024, Asahi Group Holdings employs over 28,000 people worldwide. It operates 147 subsidiaries and maintains 95 manufacturing plants globally.
- Asahi Group Holdings is listed on the Tokyo Stock Exchange, which reflects its stature as a leading Japanese and international corporation.
Finally
The Asahi Group Holdings logo has evolved from being a symbol of Japanese optimism to a dynamic mark of global ambition. Each logo redesign has built upon the brand’s heritage by using visual elements, such as the rising sun and refreshing blue. The logo designs are aimed at communicating trust, innovation, and a commitment to making the world shine brighter.