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Subaru is a Japanese automobile manufacturing company that has been in operation for more than six decades. Over the years, the Subaru brand has been renowned for their emphasis on performance and safety, as well as technological advancement. However, equally as impressive as their cars and automotive innovations, is their iconic logo that reflects their brand identity.

The Subaru logo is easily recognizable and has undergone significant changes since the company’s inception. The current and most popular Subaru logo was designed in 1958, utilizing an amalgamation of six stars arranged in a circular pattern. Each star represents one of the largest companies that merged years before to form Subaru: aviation giant Nakajima Aircraft, Tokyo Fuji Industries, which produced scooters, and four other Japanese companies.

In Japanese, Subaru means “unite,” which is a befitting representation of the six different companies that came together to form the automobile brand. The stars appearing on the logo are usually depicted with their distinctive center-pointed designs, which are an aesthetically prominent feature of the logo. The color of the stars is also significant. Their deep blue hue signifies stability, trustworthiness, and success, qualities that are important to Subaru’s brand identity.

The stars in the logo are arranged in a cluster pattern, which some people describe as interconnected, while others say it resembles a constellation. It all depends on an individual’s interpretation of the logo. The interconnectedness idea aligns with the Subaru brand philosophy as they aim to connect and unite drivers to the brand and their cars. On the other hand, some individuals say that the stars also represent the Pleiades constellation, also known as the “Seven Sisters,” a group of stars in the night sky. This interpretation is very significant and poignant since, in Japanese mythology, the concept of the Pleiades is significant. The stars were believed to represent the seven princesses who protect sailors and farmers from harm.

Additionally, the largest star in the Subaru logo represents Fuji Heavy Industries, which was the parent company of Subaru until it was renamed to Subaru Corporation in 2017. The largest star also symbolizes leadership, excellence, and progress, elements on which the Subaru brand is founded. The placement of the star at the center of the logo reinforces these values and denotes the importance of Fuji Heavy Industries in the company’s foundation and growth.

Subaru’s brand identity often associates their cars to outdoor activities, such as camping and hiking. The Subaru logo aligns with their brand messaging as the stars in the logo can also be likened to a campfire, which represents gathering, sharing stories, and the feeling of warmth. This interpretation appropriately fits the bond between Subaru drivers who often share an attachment to the brand.

Subaru has undergone several logo reincarnations, and one significant change was in 1968 when the logo was modified to incorporate the familiar oval shape with a chrome finish. The design was a new addition to their cars and reflected the futuristic design trends at the time. The same year, the Subaru name was incorporated into the logo, making it distinctive and easier to identify.

In 2003, the Subaru logo went through another transformation; this time, it got darker and had a more elegant finish. The stars became more pronounced, and the oval shape was given a three-dimensional effect, making it more modern and luxurious. The blue color used in the star design also became deeper, which conveyed the brand’s sense of stability and support.

In 2017, freshly renamed Subaru Corporation unveiled a new logo as part of a broader brand rejuvenation campaign. The new logo aimed to reflect the company’s new direction and priority on innovation and sustainability, which is in line with their goals of becoming a social enterprise. The new logo replaced the blue backdrop with a lighter shade of sky blue, representing a commitment to eco-friendliness and sustainability. The stars were polished to appear more modern and sophisticated, emphasizing Subaru’s status as an automotive innovator.

The Subaru logo is more than just six stars arranged in a cluster pattern. It is a symbol of unification and the values on which the Subaru brand is built: reliability, safety, performance, and technological advancement. The number of interpretations that the logo has implies how it resonates with different people, and this is a testament to Subaru’s brand identity and success over the years. The Subaru logo is not just a logo; it is an identifier that binds Subaru drivers to their cars and the brand’s core values.

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