Kansai Paint Co., Ltd. is a Japanese paint manufacturer founded in May 1918 and headquartered in Osaka.[1] The company introduced its current corporate brand logo in November 2018, marking its 100th anniversary and replacing the long-used ALESCO mark.[2]
Design and History
In October 2018, Kansai Paint announced that it would introduce a new group corporate brand and symbol logo starting November 1, 2018.[3] The redesign was prompted by the company’s 100th anniversary and the need for a unified corporate brand shared across its globally expanding group companies.[4] The new logo replaced the ALESCO logo, which had served as the group’s symbol.[5]
The previous ALESCO logo was designed to symbolize three key words expressing Kansai Paint’s image: science, growth, and reliability. Its square blue field embodied the rationality and certainty of scientific advancement, while the letter A’s without crossbars represented growth in the sense of spread wings soaring into the sky.[6]
Meaning and Symbolism
The current logo combines blue on the exterior with red and white in the interior. According to the company, blue connotes integrity, accountability, and respect, while red and white connote superior Japanese technology, performance, and challenge. Together, these elements form the letter “K” of the Kansai Paint Group.[2][7]
The company has described its brand idea as “designed to last,” a phrase intended as a timeless reflection of the Kansai Paint Group.[7]
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