Yakult is the probiotic fermented milk drink developed by Japanese scientist Dr. Minoru Shirota and first sold in 1935 in Fukuoka, Japan. The product is manufactured by Tokyo-based Yakult Honsha, which now sells its probiotic drinks in 40 countries and regions worldwide. The brand name is a coined word adapted from “Jahurto,” the Esperanto word for yogurt, chosen with the hope that the product would one day spread to people around the world. [1]
Design and History
The current Yakult wordmark consists of the word “Yakult” within an oval, as described in the company’s US trademark registration. [2] The oval outline is incomplete, and the wordmark appears in red stylized lettering on product packaging. [3] For the Yakult Light variant, the word “Yakult” appears in red within a white oval bordered by a red broken oval, with a blue slanted box at the lower right containing the word “LIGHT” in white. [4]
Before the plastic bottle era, Yakult packaging carried the Shirota Mark, a company emblem that remains part of the brand’s visual heritage. The mark is a wordplay on founder Minoru Shirota’s name: “shi” means four in Japanese and is represented by four “ro” characters, while “ta” is represented by one rice-field character. [5] The Yakult Philippines website offers a symbolic reading of the same mark: the four trapezoids represent rice fields standing for the Yakult enterprise, while the square in the middle with an X represents the members of the corporate organization who run it. [6]
In 1968, Yakult introduced the plastic bottle that remains iconic today, replacing the glass bottles used since the company’s founding. The bottle was designed by Isamu Kenmochi, a prominent Japanese industrial and interior designer. [7] The design brief required a plastic bottle that kept the same volume and height as the glass version while appearing larger. The distinctive hourglass indentation was shaped as a semicircular arch to match the conveyor belt guide on the existing production line, which also prevented the bottle from tipping over. The shape allows drinkers to control the flow and sip slowly. [8]
In 2025, to mark Yakult’s 90th anniversary, the company introduced a commemorative logo combining the number “90” with an infinity symbol. According to Yakult, the infinity symbol represents the company’s belief in unlimited possibilities and its commitment to unlimited evolution, determination, growth and innovation as a healthcare company. The “90” encompassing the globe expresses gratitude to customers and the Earth, and a commitment to contributing to health on a global scale. [9]
Meaning and Symbolism
The Shirota Mark is the most documented symbolic element in Yakult’s visual identity. Its literal meaning is “4 Rice Fields,” derived from the founder’s surname. The four trapezoids symbolize rice fields, and the square in the middle with an X stands for the owner of the field. In the corporate context, the four rice fields represent the Yakult enterprise while the square represents the members of the organization who run it. [6]
The 90th anniversary logo carries explicit symbolism as well. The infinity symbol expresses unlimited possibilities and the company’s commitment to ongoing evolution, challenge, growth and transformation as a healthcare company. The “90” wrapping around the globe visually expresses gratitude toward customers and the Earth itself, reflecting the corporate slogan that for people to be healthy, everything around them must also be healthy. [9]
Typography and Design
US trademark records describe the mark as the word “Yakult” in stylized form within an oval, but do not identify a specific typeface. [2] The wordmark is registered in red, and the oval surrounding it is described as incomplete. [3]
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