Kao Corporation is a leading Japanese consumer goods company that boasts a rich history dating back to its founding in 1887. The evolution of its logo reflects both changes in design trends as well as the company’s expanding global vision and enduring values of beauty and cleanliness. The article delves into the various logo iterations brought out by the company over the years.
The Genesis of the Kao Corporation Logo (1890 – 1897)
The first Kao logo was introduced in 1890 and was inspired by moon and star motifs found on imported pencils sold at Nagase Shoten, the shop that would become Kao. Founder Tomiro Nagase chose the moon as a symbol of beauty and cleanliness, for it aligned with the company’s mission to enrich people’s lives through quality products. The original logo featured the outline of the moon with several abstract elements inside, including a few Japanese letters.
(1897 – 1912)
The 1897 logo was a refinement of the original logo and distinctly featured a few elements inside the silhouette of a moon in black and white.
(1912 – 1925)
The logo of 1912 featured a crescent moon facing right in black and white. The moon literally had a human face that formed the contours of the moon.
(1925 – 1943)
The 1925 logo refined the previous logo with the visage of a human forming the contours of a crescent moon. Here, the contours were bold, thick, and easily identifiable.
(1943 – 1948)
Over the years, the logo underwent subtle changes. The moon’s face was reoriented to face left and represented the new moon as a symbol of growth and good luck in Japanese culture. The silhouette became rounder, with the top and bottom tips of the moon connected. This enhanced the logo’s friendly and approachable appearance.
(1948 – 1953)
In the logo iteration of 1948, the left-facing crescent moon with the visage of a human is turned into a full circle to form the shape of a heart. The contours yet again were drawn bold and thick.
(1953 – 1985)
Designed by Taiji Kawajiri, the 1953 logo variant showed the left-facing crescent moon and its contours turned into a clear visage of a human.
(1985 – 2009)
In 1985, the company’s name changed from Kao Soap Co., Ltd. to Kao Corporation. The logo’s colour was updated from black to green to symbolise freshness and dynamism. This era also saw the face on the moon become more friendly, and the overall design simplified for modern appeal. The left of the crescent moon motif saw the brand name “Kao” in a stylised custom typeface in green.
(2009 – Present)
To create a globally consistent corporate image, Kao introduced a new logo in 2009. The updated design did away with the crescent moon motif and featured the word “Kao” in the English alphabet to reflect the international reach of the company.
The Elements of the Kao Corporation Logo
Symbol
The logo often includes an arc or crescent motif, which represents an uninterrupted view of the horizon and symbolises global perspective and hope for the future.
Font
The Kao Corporation logo features the word “Kao” written in a stylised, modern sans-serif typeface. The font is characterised by its clean, rounded lines and geometric simplicity and contributes to a friendly and approachable appearance. This design choice reflects the company’s global identity and commitment to clarity and accessibility. In some applications, the full company name “Kao Corporation” appears in a more traditional serif font.
Colour
Green is the primary colour of the Kao Corporation logo, and it symbolises freshness, dynamism, and the company’s dedication to sustainability and innovation. The green colour is consistently used across all corporate branding and reinforces the values and identity of the company.
The History of Kao Corporation
Kao Corporation was founded in 1887 by Tomiro Nagase in Tokyo, Japan, as a Western sundry goods dealer. Called Nagase Shoten, the company began manufacturing soap and launched its first product, “Kao Soap”, in 1890. The soap quickly gained popularity for its high quality, and the company adopted the motto “A Clean Nation Prospers”. In 1890, Kao also introduced its iconic crescent-moon logo, a symbol that has remained central to its brand identity ever since.
During the early 20th century, Kao expanded its product offerings and manufacturing capabilities. By the late 1920s, it had developed coconut alcohol-based synthetic detergents. After the Second World War, Kao began producing heavy-duty detergents, which further strengthened its position in the Japanese market.
During the period, the company established its own research facilities, such as the Housework Science Laboratory, to take a scientific approach to household products. By the 1960s, Kao had expanded internationally and established subsidiaries in Taiwan, Thailand, Singapore, and Hong Kong. The company also broadened its product lines to include household cleaners, laundry detergents, and personal care items.
The 1980s were a period of significant global expansion and brand development for Kao. During those years, the company launched major brands such as Merries nappies, Attack detergent, Bioré skincare, and Sofina cosmetics. Kao also pursued joint ventures and acquisitions in Europe and North America. These included the purchase of Andrew Jergens Company (1988), Goldwell AG (1989), John Frieda (2002), Molton Brown (2005), and Kanebo Cosmetics (2006).
In 1985, the company changed its name from Kao Soap Co., Ltd. to Kao Corporation. It also ventured into the manufacture of information technology products, such as floppy disks and optical discs, during this era. The company developed eco-friendly initiatives, such as refill packs to reduce plastic waste and concentrated detergents to minimise packaging. Kao’s research and development efforts have led to advancements in skincare, health, and hygiene products, and the company has continued to grow its international presence.
By 2015, Kao reported consolidated sales revenue of approximately ¥1.5 trillion (around $12.5 billion), with a strong focus on the beauty care segment. Kao remains a global leader in consumer goods, chemicals, and personal care, and it operates in over 26 countries worldwide.
The history of Kao Corporation is marked by continuous innovation, international expansion, and a commitment to quality and sustainability. From its origins as a small soap manufacturer in Tokyo, Kao has evolved into a multinational corporation with a diverse portfolio of brands that touch the lives of millions around the world.
Interesting Facts About Kao Corporation
- Kao Corporation was established by Tomiro Nagase in Tokyo, Japan. It was originally set up as a Western sundry goods dealer before focusing on soap manufacturing.
- In 1978, Kao introduced the Consumer Consultation Information System (ECHO System), which was one of the earliest databases for collecting and analysing customer feedback to drive product innovation. Today, Kao receives around 220,000 consumer consultations per year in Japan, which are then used for continuous improvement.
- Kao was the first company in 1991 to introduce shampoo bottles with notches. These enabled visually impaired users to distinguish between shampoo and conditioner by touch. This innovation, driven by customer feedback, is now an industry standard in Japan and globally.
- Kao owns and operates a wide range of well-known brands, which include Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries, and Molton Brown.
- Kao is committed to sustainability and is aiming to achieve zero plastic packaging waste by 2040 and negative waste by 2050. The company has pioneered refill and replacement packaging and has achieved a 79% reduction in plastic use compared to original packaging. Kao also achieved 100% renewable electricity use in Japan in 2023 and is targeting carbon zero by 2040 and carbon negative by 2050.
- Kao fosters an inclusive organisational culture. It encourages employees to express themselves authentically and supports diversity, equity, and inclusion (DE&I) through dedicated policies and programmes.
- Kao established a dedicated Research and Development Division in 1976, which has led to numerous innovations in hygiene, beauty, and health products.
- Kao has launched several industry-first products, such as the concentrated laundry detergent “Attack” in 1987 and the carbonated bath additive “Bub” in 1983.
- Kao began its overseas expansion in the 1960s and 1970s. In these decades, it established subsidiaries in Taiwan, Thailand, Singapore, and Hong Kong. Later, it acquired major brands in Europe and North America.
- The company’s guiding philosophy, “The Kao Way”, emphasises integrity, innovation, and respect for people and the planet.
Finally
The various logo iterations of Kao Corporation are a testament to its enduring values and ability to adapt to changing times while maintaining a strong connection to its origins. The moon, which is a symbol of beauty and good fortune, continues to shine as a beacon of Kao’s brand philosophy.