What does the Subaru symbol represent?
The Subaru symbol is a stylized depiction of the Pleiades star cluster, known in Japanese as Subaru. The logo features six stars—one larger and five smaller—arranged in a compact cluster. The six-star motif is commonly interpreted as a nod to the six companies that merged to form Fuji Heavy Industries, the parent company of Subaru’s automotive operations. In short, the badge blends an astronomical image with a corporate origin story to define Subaru’s identity.
Origins of the emblem
The emblem draws from the Pleiades, a well-known star cluster visible in the night sky. In Japan, the cluster is called Subaru, a name the automaker adopted as its brand. The six-star arrangement was chosen to be distinctive and recognizable, linking the company’s modern vehicles to a timeless celestial motif.
From astronomy to branding
The design translates the cluster’s six bright stars into a simple, geometric configuration suitable for badges and signage. The larger star anchors the motif, with five smaller stars arranged around it to form a compact, balanced mark.
The six stars and corporate history
Fuji Heavy Industries—the historical parent company of Subaru’s automotive division—was formed through a merger of multiple firms. The six-star emblem is widely described as a symbolic nod to those member companies and to the unity of the corporate group under a single brand.
What the six stars symbolize in the corporate context includes:
- Six companies that merged to form Fuji Heavy Industries, the Subaru parent company
- Representation of the Pleiades star cluster, known in Japanese as Subaru
- Symbol of unity and collaboration within Subaru's corporate family
In short, the six-star motif ties Subaru's branding to both a celestial reference and a historical merger, reinforcing a narrative of heritage and teamwork across its global operations.
Design details and symbolism
Beyond its origins, the logo is designed to be legible at a distance and on various surfaces, from badges to advertising. The star cluster evokes clarity, aspiration, and forward momentum, while the blue-and-white palette (in most uses) reinforces a sense of reliability and calm. The emblem’s consistency across decades has helped Subaru cultivate a durable, recognizable brand identity worldwide.
Summary
The Subaru emblem represents the Pleiades star cluster, known in Japanese as Subaru, and uses a six-star configuration to reference the six companies that merged to form Fuji Heavy Industries, the historical parent of Subaru’s automotive operations. This blend of celestial imagery and corporate heritage has made the logo a lasting symbol of Subaru’s identity and values—clarity, unity, and forward-looking progress.
What does Subaru stand for?
"Subaru" is the Japanese name for the Pleiades star cluster, which is also known as the "Six Stars". The name was chosen to represent the five companies that merged to form its parent company, Fuji Heavy Industries, with the sixth star symbolizing the merged company itself. In Japanese, "Subaru" can also mean "to unite," which reflects this corporate history.
- Pleiades star cluster: The name is a direct reference to the Pleiades, a star cluster in the Taurus constellation.
- Corporate merger: The six stars in the Subaru logo represent the five companies that merged to form Fuji Heavy Industries, with the sixth star being Fuji Heavy Industries itself.
- "Unite": The word "Subaru" can also mean "to unite" in Japanese, symbolizing the coming together of these companies.
What is the meaning behind the Subaru logo?
Subaru Meaning
The word “Subaru” is Japanese for “unite”. The logo's six stars represent the five companies that merged to form Fuji Heavy Industries, the parent company of Subaru, and the sixth star represents Fuji Heavy Industries itself.
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 does Subaru use a star cluster?
Corporate Significance (Merging of Companies)
The six stars symbolize the five companies that merged to form Fuji Heavy Industries in 1953. The central star represents Subaru itself, as the leading company in the group, with the other stars surrounding it symbolizing the supporting companies that made up the merger.
