GS Yuasa Corporation is a Japanese battery manufacturer headquartered in Kyoto, formed in 2004 through the merger of Japan Storage Battery Co., Ltd. and Yuasa Corporation. The company’s corporate logomark combines the letters G and Y with an arc and a rising line, rendered in green and orange.
Design and History
The current GS Yuasa corporate logomark consists of an arc surrounding the letter G and a line stretching upward to the right from the letter Y. According to the company’s official description, this composition represents the collective will to move forward for the future and reflects a customer-oriented policy. The arc and line symbolize “Collaboration with Society and Progress,” “Centrifugal Force and a Great Leap,” and “Accelerating Swing,” expressing the corporate vision of “Innovation and Growth.” [1]
The company’s history traces back to Genzo Shimadzu, who completed the first industrially manufactured storage battery in Japan in 1897. The battery was named “GS Battery” after his initials, and the storage battery business was later separated from Shimadzu to become Japan Storage Battery Co., Ltd. in 1917. [2] Japan Storage Battery was established in 1917, and Yuasa Battery was established the following year. The two companies merged in 2004 to form GS Yuasa Corporation. [3]
In 2017, GS Yuasa launched a special 100th anniversary logo to mark the centenary of its predecessor companies. The anniversary logo expressed how the merger of the two companies did not merely double GS Yuasa’s history, but rather squared it, due to synergistic effects. The zeros in the logo were linked together like a chain to represent the strong bond between GS Yuasa and its customers, as well as the infinite driving force propelling the company into the future. [3] [4]
Also in 2017, GS Yuasa unified its European corporate identity. The European sales organizations, which had previously operated under the Yuasa name without the “GS” prefix, were renamed to include “GS” in Germany, France, Italy, Spain, and the UK. This change was reflected in the adoption of the new GS Yuasa logo across Europe, with the goal of achieving a globally consistent naming and corporate identity. [5]
Meaning and Symbolism
The combination of green and orange in the GS Yuasa logomark represents dynamic and sustainable development, evoking the image of flowers and trees beautifully thriving on the grounds. [1] The company’s corporate slogan, “Creating the Future of Energy,” serves as a declaration of determination to continue creating new value in energy and storage technology. [1]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
