The roots of the Yokohama Rubber Company can be traced as far back as 1917. It began as a joint venture of Yokohama Cable Manufacturing and B.F. Goodrich. It started working in the US in 1969 using the name Yokohama Tire Corporation.
In 1978, the company unveiled its new product, the ADVAN-HF tire. On its official website, the brand called it “the tire with the world’s highest level of wet performance.” The product was quite successful, and a whole series followed. It became so popular that the company often replaces its name with the Advan brand, especially in Japan.
The centerpiece of the logo, from the point of view of its meaning, is the combination of three red parallelepipeds. These shapes were inspired by the trace left by the tire on the highway. This is how the emblem represents the product.
The shape of the letters was chosen to echo the parallelepipeds. You can notice how the angle at which the elements of the “A’s,” “V,” and “N” are positioned coincide with the angles at which the parallelepipeds are positioned.
