Why does Subaru have 6 stars instead of 7?
Subaru’s emblem features six stars, not seven. Those six markers symbolize the six companies that merged to form Fuji Heavy Industries, the parent company behind Subaru. The name Subaru itself is the Japanese word for the Pleiades star cluster, which the logo alludes to in a stylized form.
In branding terms, the six-star emblem ties Subaru’s modern identity to a historical corporate lineage while leveraging the astronomical association of the Pleiades. The design choice reflects a blend of corporate heritage, visual clarity, and cultural symbolism rather than a literal representation of the cluster’s mythic “Seven Sisters.”
The official rationale behind the six-star emblem
To understand the logo’s number of stars, here are the core explanations commonly cited by the company and branding observers.
- The six stars symbolize the six companies that merged to form Fuji Heavy Industries in 1953, which later became Subaru’s corporate parent.
- Subaru’s name is a direct reference to the Pleiades star cluster, and the six-star mark is a stylized nod to those stars for brand recognition.
- Design practicality and brand clarity favored a simple, balanced emblem that remains legible across vehicles, signage, and digital media.
In short, the six-star emblem is primarily about corporate heritage and branding, with the astronomical link serving as a thematic backdrop rather than a literal count of cluster stars.
Historical background
Historically, the six-star motif is tied to the mid-20th-century consolidation that produced Fuji Heavy Industries. That conglomerate later oversaw Subaru’s automotive development, and the emblem became a recognizable corporate mark. In 2017, the parent company shortened its formal name to Subaru Corporation, aligning branding with the Subaru name, while the logo itself remained unchanged.
The Pleiades, Seven Sisters, and public perception
Beyond corporate history, the emblem sits at the intersection of astronomy and culture. The Pleiades is often associated in Western folklore with the Seven Sisters, a naming convention that can cause people to expect seven stars in the logo. Subaru’s six-star design predates and supersedes that mythic framing, tying the brand to the constellation while emphasizing corporate origins and branding practicality.
- The Pleiades is popularly known as the Seven Sisters, but the Subaru logo chooses six stars for a clean and distinctive mark rather than a literal mythic count.
- Branding practice often favors a stable, recognizable symbol; six stars provide strong visual balance across sizes and media while nodding to the cluster’s name.
Despite cultural associations with seven stars, Subaru’s official narrative remains anchored in corporate history and branding strategy, with the six-star design acting as a durable and recognizable symbol for the automaker.
What this means for Subaru today
Today, Subaru’s six-star logo remains a cornerstone of its visual identity worldwide. The emblem signals a heritage story—six companies, one brand—while maintaining a clear link to the Pleiades in name and astronomical imagery. The logo’s enduring simplicity supports consistency across vehicles, marketing, and digital platforms, helping the brand stay immediately identifiable in a crowded market.
In sum, Subaru has six stars in its logo because that number embodies the brand’s corporate lineage and branding goals, with the astronomical link serving as an overarching thematic tie rather than a direct reference to the myth of seven stars.
Summary: Subaru’s six-star emblem is a deliberate branding decision rooted in corporate merger history, reinforced by the Pleiades connection implicit in the name Subaru, and reinforced by design simplicity that aids recognition across markets.
What is the Subaru 7 sisters logo?
The Subaru logo features six stars, arranged in a distinctive pattern that represents the Pleiades star cluster. The Pleiades, often referred to as the “Seven Sisters,” is a group of stars located in the Taurus constellation. In Japan, the Pleiades is known as Subaru, and this is where the company derives its name.
Is Subaru a LGBTQ car?
No, cars do not have sexual orientations, but Subaru has become associated with the LGBTQ+ community, particularly lesbians, due to decades of strategic and inclusive marketing. Subaru identified lesbians as a key demographic in the 1990s and developed campaigns with subtle, coded messages that resonated with the community.
You can watch this video to learn about Subaru's marketing strategy: 59sAuto Agentic AIYouTube · Jul 15, 2025
- Targeted advertising: In the 1990s, Subaru was facing declining sales and launched a campaign specifically targeting lesbians. The marketing team found that lesbians were four times more likely to buy a Subaru and developed ads that spoke directly to this demographic.
- Subtle and coded messages: The campaigns featured subtle, queer-coded messages like license plates that read "XENA LVR" or "P-TOWN" (a reference to Provincetown, a popular gay vacation spot). Taglines also included double entendres, such as "Get out and stay out" and "It's not a choice. It's the way we're built".
- Authentic support: The company's commitment extended beyond advertising to include sponsorships of LGBTQ+ events and partnerships with LGBTQ+ causes. They became a founding sponsor of the Rainbow Card, a credit card that donated to gay and lesbian causes.
- Community perception: These efforts created a lasting and positive association. Many people within the LGBTQ+ community see Subaru as a brand that was inclusive and supportive at a time when many other companies were not.
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.
Are the Pleiades the same as Subaru?
In Japan, the Pleiades are known as Subaru (昴) which means "coming together" or "cluster" in Japanese and have given their name to the car manufacturer whose logo incorporates six stars to represent the five companies that merged into one.
