TOKYO—Yokohama Rubber Co. Ltd. has unveiled a logo it will use throughout 2017 to mark the company's 100th anniversary.
The 100th anniversary logo features the familiar five red lines identified with the Yokohama brand in a sweeping motif that expresses the company's "fervor to work energetically toward a future beyond its 100th year," the firm said.
The logo includes the number 100 with interlinked zeros, which reflect Yokohama's intention to work together with business partners, shareholders and other stakeholders to ensure the company continues to meet customer needs over the next 100 years.
The logo will be used on a wide variety of items throughout the year.
Yokohama Rubber was established in Yokohama on Oct. 13, 1917, as a domestic manufacturer of rubber products essential to the modernization of Japan.
The company has survived numerous challenges presented by changes in its external environment over the years, including the Great Kanto Earthquake, World War II, the 1965 economic recession and stock market crash, oil crises in the 1970s, the collapse of Japan's 1980s bubble economy and the financial crisis of 2008.
Yokohama plans to divulge a "new vision" on Oct. 13, 2017, to herald the start of a second 100 years of growth.