What does the Subaru symbol mean?
The Subaru emblem is a six-star representation of the Pleiades star cluster, and the brand name Subaru itself comes from the Japanese name for that cluster. In short, the symbol ties astronomy to the company’s identity and values of unity and cooperation.
Symbol meaning and origins
Below are the core interpretations commonly associated with Subaru’s emblem.
- The design is a stylized depiction of the Pleiades star cluster, a well-known group of stars in the night sky.
- In Japanese, the star cluster is called Subaru, which is the origin of the carmaker’s name and branding.
- The six stars reflect the cluster’s visual shape, noting that the Pleiades is often popularly referred to as the Seven Sisters even though only six stars are typically visible to the naked eye.
- The emblem also evokes unity and cooperation—symbolizing many parts or members coming together to form a single, cohesive brand and engineering tradition.
These elements together anchor the emblem in astronomy, language, and corporate heritage, giving Subaru a distinctive and globally recognizable mark.
Origins and design details
The emblem was adopted in the mid-20th century as Subaru (the name used in Japan) evolved from a group of companies under Fuji Heavy Industries. The six-star motif was chosen to evoke the Pleiades cluster and to convey a sense of collaboration and reliability across Subaru’s vehicle lineup.
Visual and branding specifics
Visually, the logo features six white stars set against a blue background within an oval or circular frame. The stars are arranged to resemble a compact cluster, with one star appearing more prominent than the others in many depictions. The design is clean and scalable, ensuring recognizability on everything from badges to digital displays. This clarity helps Subaru maintain a consistent global identity across markets and generations of vehicles.
Context and cultural footprint
Beyond its immediate branding, the Subaru emblem carries cultural resonance in Japan and around the world. The name Subaru and its star motif have been used in various marketing campaigns, motorsports points, and corporate storytelling, reinforcing a sense of reliability, family-friendly design, and a heritage of engineering and collaboration.
While the primary official explanation centers on the Pleiades cluster and the Japanese name for it, some discussions note an additional historical layer—the idea that the six stars symbolize the unity of multiple founders or companies that contributed to Subaru’s corporate lineage. This interpretation is sometimes referenced in corporate lore, though the astronomical-named explanation remains the core narrative presented to consumers.
Summary
In essence, the Subaru symbol is a stylized six-star depiction of the Pleiades star cluster, with Subaru being the Japanese name for that cluster. The emblem communicates a blend of cosmic imagery, linguistic origin, and the brand’s guiding principles of unity and reliability—an intentional metaphor that has helped Subaru establish a distinct and enduring identity in the global automotive landscape.
What does "Subaru
“unite
“SUBARU” signifies a Japanese word meaning “unite,” as well as a term identifying a cluster of six stars, which the Greeks called the Pleiades – part of the Taurus constellation.
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Why are there only 6 stars on the Subaru logo?
The Subaru logo has six stars to represent the six companies that merged to form Fuji Heavy Industries in 1953, which later became Subaru Corporation. The name "Subaru" is the Japanese name for the Pleiades star cluster, also known as the Seven Sisters. The logo features six stars because one star in the cluster is too faint to be seen with the naked eye, and the six stars also represent the companies that united to form the company.
- Company merger: The six stars symbolize the merger of six Japanese companies to form Fuji Heavy Industries, the parent company of Subaru. The largest star in the center represents the newly formed company itself.
- Name and symbolism: The name "Subaru" is the Japanese name for the Pleiades star cluster, which is also called the "Seven Sisters" in other cultures. The word "Subaru" itself translates to "unite" or "coming together," which perfectly reflects the company's origin.
- Star visibility: While the Pleiades star cluster has seven stars, only six are easily visible to the naked eye, which is why only six appear in the Subaru logo.
Why is Subaru associated with LGBTQ?
Subaru is associated with the LGBTQ+ community primarily due to a successful, groundbreaking advertising campaign from the 1990s that targeted lesbian consumers. The company recognized lesbians as a key demographic and developed clever, coded ads that reflected their active, low-key lifestyle. This marketing strategy, combined with authentic internal support and sponsorships, cultivated a strong and loyal customer base within the community.
- Targeted market research: In the 1990s, Subaru identified lesbians as one of five key consumer groups willing to pay a premium for their all-wheel-drive vehicles.
- "Gay-coded" advertising: The ad campaigns used subtle messaging and playful code, such as license plates like "CAMP OUT" and "XENA LVR," and slogans like "Get out. And stay out".
- Authentic and sustained commitment: Subaru went beyond advertising by implementing same-sex domestic partnership benefits and becoming a founding sponsor of the Rainbow Card, which supported LGBTQ+ causes.
- Public endorsements: The brand also signed up public figures like openly gay tennis player Martina Navratilova as a spokesperson, further cementing its association with the community.
- Community recognition: The sustained effort was recognized and appreciated by the LGBTQ+ community, which embraced the brand as its own, leading to the stereotype of lesbians loving Subarus.
Why is Subaru associated with ducks?
The inspiration for Moo Moo Subaru comes from the well-established Jeep tradition of Duck Duck Jeep. Jeep drivers surprise fellow Jeep owners by leaving a rubber duck on their car along with a friendly note. In 2018, Staci Huckins, a Subaru Crosstrek owner, jokingly proposed a Subaru version to a friend with a Jeep.
