A Case Study

Shortly after the start of the project, Akira Kobayashi and the design team were able to reduce their selection of logos to only six. After presenting their interim suggestions to the Suntory management, a further design process began which culminated with the presentation of the final logo in the middle of February 2004. Without drawing on existing font designs, the typography of the logo expresses a unique personality which is also timeless in its clarity and legibility.

The new logo also served as a important guide in the selection of the new corporate typefaces. Further criteria included the key values of “fluidity, nature and humanism”. Akira Kobayashi suggested a series of typefaces which could be adapted by Linotype specifically for Suntory. The six month’s refining of the font families came to a close in the fall of 2004 with the unveiling of Suntory Syntax and Suntory Sabon with a total of 12 Latin fonts as well as the Japanese families Suntory Gothic and Suntory Mincho. The overall redesign was officially introduced to the public in January 2005. Reflected in its original and refreshing appearance, the redesign marks a bridge between Suntory’s past successes and its progressive visions for the future.