Kao Corporation is a Japanese consumer goods and chemical company founded in 1887 by Tomiro Nagase, who opened a Western sundry goods shop called Nagase Shoten that would later become Kao. The company’s visual identity has evolved significantly over more than a century, centered on a distinctive moon-shaped symbol known as the “Kao Moon.”
Design and History
Kao’s first logo was created in 1890 by founder Tomiro Nagase, who drew inspiration from the moon and star logos printed on imported pencils sold at his shop. The earliest mark appeared on the label for Kao Sekken (Kao Soap).[1]
Over the years, the moon symbol underwent several documented changes. The moon’s face, which originally faced right in the position of a waning moon, was changed to face left in the position of a new moon. This change was made because a new moon grows into a full moon and is considered a symbol of good luck. Later, the top and bottom tips of the moon were connected in a round silhouette, and the face was made friendlier while the color changed to vermillion orange.[1]
When the corporate name changed from Kao Soap Co., Ltd. to Kao Corporation, the corporate color was changed to green to symbolize freshness and dynamism.[1]
In 2009, the logo representing the Kao Group was changed to the word “Kao” written using the English alphabet, to create a globally consistent corporate image. The logo for Kao’s Consumer Products Business and Chemical Business in Japan and Asia was changed to a combination of the Kao Moon and the word “Kao.”[1]
In 2021, the “Kao” logo was adopted across the entire Kao Group, including its use as the logo for the Consumer Products Business and Chemical Business in Japan and Asia.[1] The moon-shaped logo, while changed in shape over the years, continues to symbolize beauty and cleanliness and remains part of the Kao corporate identity.[1]
Meaning and Symbolism
Kao’s current logo features an arc that underpins the entire mark. According to the company, this arc symbolizes an uninterrupted view of the horizon, representing the planet. Together, the elements of the logo express Kao’s commitment to maintaining a deep connection with people, society, and the planet, and to moving towards realizing a bright future for all life on Earth.[2]
The Kao Moon, which has taken many forms since its creation in 1890, continues to symbolize the company’s aspirations. Kao describes the moon as watching over people, society, and the planet, guiding the way and filling the future with hope.[2]
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