Yanmar Unveils New Logo as Part of Branding Project

Yanmar introduced its revitalized market-focused vision for its future at a corporate event this month during the America's Cup.

Engineering excellence in marine, agricultural, construction, energy and industrial products has been the center of Yanmar's reputation over its past century of business.

The company launched its ‘Premium Brand Project' to better affirm Yanmar as being perceived as a premium brand. The initial steps of the project include Yanmar's new ‘Flying Y' logo, a concept boat with a new diesel engine, and a marine wear line.

Yanmar retained Kashiwa Sato, CEO of Japan-based Samauri Inc., to design the new logo as a symbol of the company's strengths and innovation. It will be incorporated into all product lines and marketing worldwide to create a unified message.

Concept Diesel-Powered Cruiser
Industrial designer, Ken Okuyama, introduced the concept X39 express cruiser, developed in close collaboration with Yanmar. The boat is powered by twin concept FY01 Yanmar six-cylinder diesel engines, compact models said to  produce 100 mhp per liter. The boat is designed to achieve a top speed of 43 knots. Limited production versions of the boat and engine are tentatively planned for the end of 2014.

Clothing Line
The new Yanmar marine clothing line (in addition to an agricultural line) were created through fashion designer Naoki Takizawa. The premium marine wear incorporates lightweight yet waterproof materials that retain heat, specially cut for ease of movement. The clothes feature a titanium white colour scheme with red accents that evoke and incorporate the new Yanmar logo. The clothing line is expected to launch in 2014.

“Expanding into new areas of business enables Yanmar to further build its brand, driving the value proposition for our products deeply into the products themselves,” said Yanmar America president Ted Bregar. “We will continue to invest in our customer service and collaboration with our distribution network to match the excellence of our products, as we become a brand that represents premium value for our customers.'

A promotional video of the Yanmar Premium Brand Project is at www.yanmar-pbp.jp.