Olympus Corporation, the Japanese optics and medical technology company, has used a wordmark-based logo since 1970. The current identity combines the Olympus logo with a yellow auxiliary element called the Opto-Digital Pattern, forming what the company calls the Olympus Communication Symbol [1].
Design and History
Olympus’s first brand name was not “OLYMPUS” but “TOKIWA,” used from 1919. The name came from Tokiwa Shokai, the company where founder Takeshi Yamashita had worked before establishing the firm that became Olympus. The early logo featured “TOKIWA TOKYO” in the center, with “G” and “M” letters above, believed to be the initials of Goro Matsukata, president of Tokiwa Shokai [2].
The “OLYMPUS” trademark was registered in 1921. The “OLYMPUS TOKYO” logo was applied to microscopes and other products, and also appeared in camera catalogs and advertisements. For a period, “OIC” was used in place of “TOKYO,” representing Optical Industrial Company, and appeared on products such as the GT-I and GT-II gastrocameras [2].
The current logo has been in use since 1970. Olympus states it was carefully designed to convey an impression of high quality and refinement [1]. According to a BCN+R report, the logo was conceived around the company’s 50th anniversary in 1969, adopting “Olympus Blue” to evoke advancement, precision, and high technology, with an original typeface [3].
In 2001, the yellow Opto-Digital Pattern was introduced beneath the logo [3]. The combination of the logo and this yellow element is officially called the Olympus Communication Symbol [1].
Meaning and Symbolism
The Opto-Digital Pattern is designed to communicate an image of light with the potential for infinite expansion. Olympus describes it as representing the Opto-Digital Technology and dynamic innovative capabilities unique to the company [1]. The Japanese corporate site similarly states the pattern was designed to evoke the image of light and the infinite possibilities of digital technology, symbolizing opto-digital technology and Olympus’s dynamic innovation [4].
The Communication Symbol also serves to show that Olympus stands behind its products while communicating the Olympus brand image [1].
Typography and Design
Olympus states the logo uses an original typeface, designed to convey a high-quality and refined impression [3]. The official Olympus America logo page lists available versions including a blue logo with gold Opto-Digital Pattern, an all-black logo, an all-blue logo, and a white logo with gold Opto-Digital Pattern [5].
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