HOSHINOYA UNVEILS NEW LOGO, EMPHASIZING GLOBAL CONNECTION THROUGH TRAVEL (Japon)
From Japan to the World: HOSHINOYA's global ambition. |
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HOSHINOYA UNVEILS NEW LOGO, EMPHASIZING GLOBAL CONNECTION THROUGH TRAVEL (Japon)
From Japan to the World: HOSHINOYA's global ambition. |
Catégorie : Monde - Japon - Expériences exclusives
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Ceci est un communiqué de presse sélectionné par notre comité éditorial et mis en ligne gratuitement le 23-04-2025
 Left: Previous Logo, Right: New Logo
Crédit photo © Hoshino Resorts
With a commitment to providing deeply imagined and deeply immersive stays where every moment feels special, Japanese brand HOSHINOYA unveils a new logo on April 22nd, 2025.
The updated emblem incorporates the "Meyui-mon," a traditional family crest that evokes the tie-dyeing process, symbolizing the brand's aspiration to "connect people worldwide through the experience of travel."
Background of the Brand Logo Renewal
Founded in 1914 as Hoshino Onsen Ryokan in Karuizawa, Nagano Prefecture, HOSHINOYA now operates six properties in Japan and two internationally.
To better understand global perceptions of our brand as we aim to become a leading international hotel group originating in Japan, we surveyed people overseas about our logo. When asked which country came to mind when viewing our logos, approximately 80% identified the "HOSHINOYA" lettering as Japanese. In contrast, our traditional crescent moon and star crest (Tsuki-hoshi-mon) was most frequently associated with the Middle East outside Japan, with China and India being the next most common responses, together representing about half of the feedback.
This indicated a broad range of international associations for our existing logo. Consequently, based on this research, we are renewing our brand logo to further develop as a Japanese hotel operator.
Responses to the Question: "Looking at the following logos, please select the country name that best comes to mind for each logo."
Survey Overview
Survey Name: HOSHINOYA Brand Logo Survey
Date of Survey: June 2021
Target Respondents: Americans, British, French, and Australians aged 20 and over
Survey Method: Multiple-choice and open-ended online questionnaire
Number of Respondents: 600 (479 respondents answered the relevant questions)
Survey Company: Neo Marketing Co., Ltd.
Concept of the New Brand Logo
Japan boasts approximately 30,000 family crests, each interwoven with unique histories and stories (*1), and they are often seen as iconic examples of Japanese design.
Our new symbol mark is the "Meyui-mon," a design that visually represents tie-dyeing. A prime example of this technique is Kanoko Shibori (fawn-spotted tie-dyeing), where fabric is bound with thread to create patterns featuring "eyes" – the areas left undyed and white. The Meyui-mon gets its name from the connected or tied arrangement of these eye-like shapes.
Japan's subtle appreciation for the changing seasons and the diverse cultures found across its regions are essential to our philosophy. As a Japanese hotel brand, we carefully integrate the local climate, history, and culture into the experiences we offer, aiming to create unforgettable moments unique to each season you visit. Moreover, we aspire to connect people globally through travel that fosters interaction between our guests and local communities and staff, allowing for a deeper understanding of each destination's unique appeal.
This desire to "connect" deeply resonates with us, which is why we incorporated the Meyui-mon into our logo design. Having celebrated our 20th anniversary in 2025, HOSHINOYA remains committed to promoting travel, both within Japan and internationally, that bridges connections between people worldwide.
*1 Reference: Motoji Niwa, Kamon to Kakei Jiten Namae kara Wakaru Jibun no Rekishi (Family Crests and Family Tree Dictionary: Understanding Your Own History Through Your Name), 1995.
About HOSHINOYA
At each of its properties, HOSHINOYA offers an extraordinary and unique escape. Across our Japanese and international locations, we thoughtfully weave in the local climate, history, and culture into our hospitality, allowing visitors to detach from the demands of daily life and fully immerse themselves in the most wonderful moments that each season brings.
 Crédit photo © Hoshino Resorts
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