Established in 1953, Subaru is one of the leading Japanese manufacturers of automobiles. Subaru cars are known for their consistent use of the boxer engine layout beyond the 1500 cc rating. Although the brand is not quite popular in Western markets, it does attract niche customers who swear by the all-wheel drive and off-road capabilities of the automobiles.
The Subaru logo is not just a symbol but encapsulates the brand’s identity, heritage, and aspirations. It features a unique arrangement of stars that references the Pleiades star cluster, known as “Subaru” in Japanese. Even though the logo has been similar to look at over the years, its colour palette and execution have varied. This article explores the history and evolution of the Subaru logo over the years.
The Genesis of the Subaru Logo (1953 – 1980)
Subaru’s journey began in 1953, when it was established as a division of Fuji Heavy Industries. The first logo featured a simplistic design with six stars in monochrome representing the Pleiades constellation. The four-pointed stars were connected and enclosed within a thin oval frame. This initial emblem symbolised the company’s ambition to reach new heights in automotive manufacturing.
(1953 – 1958)
The company came out with another logo the same year, featuring a three-dimensional variant of the original logo. Executed in glossy gradient silver, the logo was bolder and smoother.
(1958 – 1959)
In 1958, Subaru introduced a golden version of its logo by refining the stars’ design. This iteration marked a significant shift in branding as it started to incorporate colour (other than monochrome) into its identity. This colourful approach was an important milestone for Subaru as it aimed to establish a more vibrant brand presence.
(1959 – 1970)
The 1959 logo further evolved with a more colourful palette while retaining its metallic silver stars. This version featured a bold red background, which represented Subaru’s commitment to dynamism and movement. The design continued to emphasise the six stars of the Pleiades constellation and strengthened this celestial theme in Subaru’s branding.
(1970 – 1980)
By the 1970s, Subaru sought to modernise its logo. The emblem was simplified and placed against a dark black background with a pattern of silver dots. This provided a stark contrast to the silver stars in the foreground. Further, the oval was placed within a U-shaped object with a flat bottom. This version remained in use for approximately ten years and reflected a more contemporary aesthetic that appealed to consumers during that era.
(1980)
In the early 1980s, the Subaru logo was redesigned by refining the shapes of the stars. Here, the stars appear to be connected directly to each other instead of “through the lines” in the earlier variants. Besides, the voluminous lines of the core elements (stars and the oval) featured a black outline to add a sense of aesthetic and professionalism to the logo. In fact, the logo began to take on characteristics that are recognisable today.
(1980 – 2003)
The logo variant designed during the era had the core elements retained but the colour palette changed. The silver stars within the oval were displayed in a symmetric pattern and set against a deep blue background. Importantly, the star on the top left was comparatively bigger in size than others.
(1999 – 2003)
In 1999, Subaru introduced gradients and shades of blue to give depth to the stars. These made the largest star appear as though it were shining. The oval shape became slightly wider, and textures were added to enhance visual appeal. This change aimed to align with contemporary design trends while retaining brand recognition.
(2003 – Present)
The most recent iteration of the Subaru logo is similar to its immediate predecessor. It features darker shades of blue and a slimmer silver border. Additionally, Subaru introduced the brand name written in black capital letters using a simple sans-serif font. This logo encapsulates both modernity and continuity and reflects the evolution of Subaru while honouring its roots.
The Elements of the Subaru Logo
Colour
The Subaru logo has traditionally used the silver colour that is typical of many automobile manufacturers. This is due to the fact that most automobile emblems are made of metal, and silver makes the logo match the other metallic decorative elements on the vehicle.
Although Subaru temporarily experimented with alternative applications for silver, the colour has remained fairly consistent throughout the history of the company. Besides silver, Subaru’s primary logo colour is deep, midnight blue, which represents both the sea and the sky.
Font
Subaru’s font is a sleek, effective sans-serif design with all capital letters. It has a robust weight that sticks out without being excessive, and the square components highlight the brand’s modern appeal. While unique to Subaru, the font looks similar to Square 721 Bold or Eurostile Ext2.
Finally
The Subaru logo and its various iterations show how branding can adapt over time without disturbing the core elements. The Subaru logo has become synonymous with reliability and innovation in the automotive industry. Each logo iteration reflects the changing design trends and underscores Subaru’s commitment to reaching for excellence.