In my research on logo design, I observed that many major Japanese companies have text-based logos. On the other hand, several well-known international brands are updating their logos to be more symbolic or iconic.
With the rise of digital services, the usage of logos is shifting to screens on devices like smartphones and computers, rather than paper media. Many startups, such as Twitter and Slack, are becoming recognizable solely through their icons, without needing a full-scale logo including the company name.
Our research revealed different trends in brand logos by country, and Japanese company logos stand out when compared to American and Chinese firms.
For example, American companies have evolved their logos over the years, now often relying on symbols. Brands like Starbucks, Nike, and Apple have removed the letters from their logos, which originally included both symbols and text. This shift is partly because these companies aim for a global market and consider users who may not read the language.
Japanese companies, on the other hand, predominantly have text-only logos. The common colors used are red, blue, and black, and fonts like Helvetica are frequently seen, as with Panasonic, Hitachi, and Toshiba. These companies often have deep-rooted traditions, have been around for a long time, and exhibit a classical corporate identity, resulting in fewer logo redesigns. Many of these firms also haven’t transitioned their brands to digital fully yet.
Chinese companies’ logos often include mascot characters, frequently animals, alongside the company name in Chinese. This approach may be due to these companies being relatively new, focusing on creating a friendly image, emphasizing digital services, and targeting mainly domestic markets.
As branding represents a company’s vision and story, many companies worldwide are updating their logos to stay current. Japan, too, is embracing Digital Transformation (DX). In the future, irrespective of the product or service, companies will likely be seen as tech firms. This “appification” means even traditional companies are becoming tech-savvy, which is why tech companies are adopting logos that resemble app icons. It’s essential to consider these changes when rebranding.
By understanding these trends, businesses can better tailor their logos to connect with their audience in the digital age.