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.
The History of Subaru
Subaru’s roots can be traced back to 1915, when the company was established as the Aircraft Research Laboratory. After World War II, the company transitioned into automobile manufacturing due to the need for basic transportation in Japan. In 1953, it was reorganised as Fuji Heavy Industries (FHI) and began developing its first car, the Subaru 1500, which was launched in 1954. However, only twenty units were produced due to supply issues and competition from larger manufacturers like Toyota and Nissan.
The real breakthrough came in 1958 with the introduction of the Subaru 360, which became immensely popular in Japan. This model was notable for its compact size and affordability, thereby making it accessible to many Japanese families. It featured a rear-engine layout and a simple design that prioritised functionality over aesthetics.
In the 1960s, Subaru began to establish itself in the automotive market with models like the Subaru Sambar (1961) and the Subaru 1000 (1966). These models introduced the boxer engine design that would become a hallmark of Subaru vehicles. Incidentally, the low centre of gravity of the boxer engine contributed to improved handling and stability.
By the late 1960s, Subaru ventured into international markets, particularly the United States. The Subaru 360 was marketed as an economical vehicle but received mixed reviews due to its unconventional design. Nevertheless, it laid the groundwork for Subaru’s presence in North America.
The 1970s saw Subaru gaining traction with models like the Leone, which became known for its four-wheel-drive capabilities. This feature appealed to consumers in regions with harsh weather conditions. Thus, it set Subaru apart from competitors who primarily offered four-wheel drive on trucks and SUVs only.
The 1990s marked a significant period for Subaru as it entered motorsport, particularly rally racing. The Subaru Impreza WRX became iconic during this time as it won multiple World Rally Championships. This established and burnished the reputation of Subaru cars for performance and all-wheel-drive technology. This success translated into increased sales and brand loyalty among enthusiasts.
In 1989, Subaru introduced the Legacy, which featured advanced engineering and design elements that appealed to a broader market. This model helped establish Subaru as a serious contender in the global automotive industry. By the early 2000s, Subaru continued to innovate with models like the Outback, which combined features of a station wagon with off-road capability, thereby creating a new segment in the automotive market. The introduction of the Forester also contributed to Subaru’s growing popularity in North America.
In recent years, Subaru has focused on safety and sustainability and continued to refine its signature technologies, such as the boxer engine and symmetrical all-wheel drive system. The company has received numerous awards for safety from organisations like the Insurance Institute for Highway Safety (IIHS). Subaru is committed to environmental responsibility through initiatives like zero-landfill production at its Indiana manufacturing plant. The brand has also embraced electric vehicle technology with plans for future models.
Interesting Facts About Subaru
- Subaru gets its name from the Pleiades star cluster, which is a part of the Taurus constellation. And although the star cluster has “seven sisters,” or the seven daughters of Atlas from Greek mythology, the original Subaru logo had only six stars. This was due to the fact that the seventh star is rarely visible in the night sky of Japan.
- Subaru roughly translates to “unite” in the Japanese language. It was formed after 5 companies under Fuji Heavy Industries merged. Each star in the logo represents each company that was once part of Fuji.
- Subaru cars have used a boxer engine layout in every model since the inception of the company. The boxer engine is called so because of its horizontal movement of pistons, which is similar to a boxer throwing punches. And thanks to the boxer design, the pistons are placed around the crankshaft symmetrically and distant from each other. The horizontal movement of pistons lowers the centre of gravity of the engine, leading to more responsive performance and better fuel efficiency.
- Subaru gives utmost importance to recycling. In fact, its American factory in Lafayette, Indiana, did not send any material to landfills since it became the first zero-waste factory in the USA in 2004. The company has invested heavily in responsible waste disposal methods and eco-friendly technologies.
- The first Subaru vehicle was a scooter made from the parts of an aeroplane. This was because Subaru was a research laboratory for aircraft under Fuji Heavy Industries.
- Subaru is a champion of animal rights and has been a long-time partner of the American Society for the Prevention of Cruelty to Animals. The company has supported about 1,100 events for pet adoption, which helped more than 17,000 animals find homes. Besides, the company has donated more than 20 million dollars to fight against animal abuse.
- Subaru vehicles are saddled with top-of-the-line safety features, such as driver assistance programs.
- Subaru cars are best known for their longevity, reliability, and performance. The cars can sustain more than 200,000 miles with proper maintenance.
- Subaru is one of the top contenders in the World Rally Championship, especially with the Subaru WRX. In fact, the brand has won 47 championship races since 1973.
- Subaru and Toyota have created new sports cars together—the Subaru BRZ and Toyota 86.
- Subaru has made a name for itself in producing all-terrain vehicles. The latest models are equipped with an all-wheel drive system that delivers superior load distribution, traction, optimal weight balance, and wheel stability. Besides, they provide maximum ride comfort and a safe and fulfilling driving experience.
- Subaru is arguably the most trusted brand and offers the best resale value as per Kelley Blue Book’s 2016 edition for the Best Over Brand.
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.