In 1955, the company decided to use the SONY logo on Totsuko products (the original name of the company) and three years later changed its name to Sony Corporation. Two concepts were combined to create the name ‘Sony’. One was the Latin word ‘sonus’ which is the root of words such as ‘sound’ and ‘sonic’. The other was ‘sonny boy,’ a popular expression used in Japan at the time to describe a young person with a free and pioneering spirit. The new name perfectly captured the mood of the company as a group of young people with the energy and passion for unlimited creation.
From that moment on, the logotype went through a sequence of changes. By 1960, Sony started to develop its brand identity abroad and the logo was exposed in neon in Hong Kong and New York, where it competed with well-established and famous foreign companies. Sony was the first Japanese company to post such a sign in an upmarket area of Hong Kong. Designer Yasuo Kuroki modified the logo which was quickly displayed in advertisings for Sony’s miniature televisions. Later on, a design policy and corporate identity were established by a committee.
A number of modifications were considered until the company decided on the current logo design. This version was introduced in 1973 and is still used today despite several proposals for introducing a new logo. In 1982, Sony launched a slogan and an additional logotype to improve the overall corporate identity. Morita thought that a catchy, brief description might be needed to complement the “S mark” logo. Soon after, the slogan ‘It’s a Sony!’ was introduced. This catchy tandem quickly became known worldwide as a unique Sony feature.
There of course have been many modifications to the Sony logo, but virtually all Sony products still have the 1973 Sony font. I wonder what will it look like 50 years from now?
Obviously, better than this, but here is what the first Sony logo looked like on the original TR-55, Sony’s first transistor radio from 1955.
This is the TR-471, a variant of the TR-151, the first FM transistor radio ever made in 1958.
A classy looking black TR-620 with the box, unused leather case, owner’s manual, external aerial and blue polishing cloth (note the old-style Sony logo) from 1960.
Of course, we all know what the 1973-present Sony logo looks like, so no need for further pictures. 🙂
