Japan Aviation Electronics Industry, Ltd. (JAE) is a Japanese manufacturer of connectors, aerospace components, and other electronic products. The company’s current logo consists of the wordmark “JAE” accompanied by an abstract symbol, and the identity has been documented in detail by the design firm that created it.
Design and History
JAE’s current logo was designed by the Japanese design firm innocence design. The studio explains that the previous logo appeared to resemble a “ship” at first glance, so the redesign was undertaken to create a mark with a stronger concept based on JAE’s values and way of thinking.[1]
The symbol combines three elements: the North Star, which represents “dreams (goals, aspirations) and hope”; a person, representing “mutual support”; and the letter “A” from JAE. The design expresses JAE as an organization that supports people as they draw their own North Star, set goals based on it, and move forward. The lines in the mark extend straight toward the star, reflecting the “unwavering strong will and power” that comes into play when a person acts toward a goal and is supported by others.[1]
Meaning and Symbolism
The proportions of the JAE symbol are based on the Pythagorean theorem, specifically the 3:4:5 right triangle. The design firm notes that this theorem was used in ancient Egypt to construct pyramids, and the choice carries a message: “If you draw your dreams and steadily accumulate knowledge and effort in a planned way, anyone can realize their dreams.”[1]
The redesign also aimed to make the JAE wordmark easier to read, increasing recognition while adding a sense of “trust” and “reassurance” to the logo’s image.[1]
Typography and Design
JAE’s official materials refer to the company logo as the “JAE” mark, which is used on product drawings and datasheets to indicate the manufacturer’s name.[2] The company also uses the global slogan “Technology to Inspire Innovation,” which appears in its corporate profile materials.[3]
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.
