Our logo, which we use only sparingly, is composed of two elements that refer to us as a family.
It is understood that the bellflower has been used as the principal motif in our clan’s heraldry since the late 12th century, first in a successful military campaign and then adopted as the family crest. The original crest stood out principally because it was rendered in white against a light blue circular background whereas most Japanese family crests are rendered in white and black. Set against a black silk kimono top or a black urushi lacquered armour, the decidedly non-conformist crest has a striking and differentiated appearance. Whether for friends or foes, it is easy to spot. We surmise that our ancestors had a certain character trait and disposition. One might speculate that eight centuries hence, we are genetically pre-programmed to do things our way.
As the clan grew, different branches devised their own crests, but the bellflower remained the unifying motif. Our branch’s crest shows 8 bellflowers arranged to resemble a crane soaring into the sky with its wings spread: its lofty theme makes up for the rather obvious lack of simplicity.
Because it is not customary to use one’s family crest for commerce, we devised a logo that incorporates the bellflower motif and one Japanese character.
In the centre is the first of the two characters (“kanji”) that make up our family name. The character means palace. Traditional trade logos in Japan often incorporate one character, not necessarily the first one, to hint at the full identity whilst remaining simple in the design’s overall form.
We do not view our logo as a “corporate identity” device because it is actually personal.