Why is the Subaru logo Pleiades?
The Subaru logo is a stylized depiction of the Pleiades star cluster, known in Japanese as Subaru; the six stars symbolize the six companies that merged to form Fuji Heavy Industries, the Subaru parent company. Together, these elements tie the brand to both astronomy and its corporate origins.
Origins of the emblem and its name
To understand Subaru’s emblem, it helps to know that Subaru is the Japanese name for the Pleiades star cluster, a well-known grouping of stars visible in the night sky. The six-star motif in the logo reflects the cluster while also nodding to a milestone in the company’s corporate history.
Key elements that explain the symbolism:
- The emblem depicts a stylized Pleiades star cluster with six stars.
- The name Subaru is the Japanese term for the Pleiades.
- Officially, the six stars symbolize the six companies that merged to form Fuji Heavy Industries in 1953.
These elements connect the astronomical meaning of the Pleiades with a notable moment in corporate history, creating a distinctive global branding mark.
Timeline and design evolution
While the core symbolism remains consistent, Subaru has kept the emblem's design largely stable across generations to preserve brand recognition. The six-star motif has remained a constant element in vehicle badges, marketing, and corporate communications, reinforcing a cohesive identity worldwide.
How the logo is used today
Subaru applies the six-star emblem across its vehicle grilles, badges, and branding efforts, maintaining a clean and recognizable look that translates across markets and languages.
Key usage details:
- The six-star cluster represents both the Pleiades and the merger history of Fuji Heavy Industries.
- The emblem typically appears as white stars on a blue field, supporting strong on-road visibility and global recognition.
- The logo is often paired with the Subaru wordmark in brand communications to reinforce identity.
In practice, the emblem’s clarity and symbolism help Subaru stand out in a crowded market while signaling a connection to star lore and corporate roots.
Cultural and astronomical context
Beyond branding, the Pleiades holds significance in various cultures as a symbol of unity and renewal. Subaru’s six-star logo encapsulates that symbolism in a concise visual form, linking the firm’s branding to a broader sense of collaboration, progress, and technological ambition.
While some traditions refer to the cluster as the Seven Sisters, Subaru’s branding intentionally centers on the Pleiades as it is named in Japanese, using the six-star motif to convey its corporate story.
Summary
Subaru’s emblem is a deliberate fusion of astronomy and corporate history. By using the Japanese name for the Pleiades and a six-star cluster to symbolize the merger of six companies into Fuji Heavy Industries, Subaru created a simple, globally recognizable mark that honors both the night sky and the company’s origin story.
Why is the Subaru logo the Pleiades?
In Japan, the Pleiades star cluster is significant not only in astronomy but also in traditional Japanese culture. It's associated with the changing of seasons and agricultural cycles, representing renewal and growth, which is reflected in Subaru's focus on continual innovation and progress.
What does Pleiades mean for Subaru?
While the Pleiades, in Greek mythology, was a group of seven sisters, only six of the sister stars that make up the constellation are easily visible from Earth. So, the six stars represent the six companies that merged to form Subaru.
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.
How did Subaru choose its logo?
Subaru Logo Meaning
Located in the Taurus constellation is a cluster of stars. These stars are known as the Pleiades here in the United States. Over in Japan, however, they go by the name of Subaru. Therefore, it only makes sense that a company called Subaru would adopt this star cluster as its logo.
