Affection, Trust, Speed And Dynamism Behind Japan’s Most Famous Kangaroo Logo

Of the surprisingly numerous Japanese entities that choose to use a kangaroo for their corporate logo, Seino Holdings Co. Ltd. is probably the best known.

Seino Transportation Co. Ltd., the core company of the group, operates trucks adorned with a kangaroo logo that traverse Japan as one of the country’s largest logistics companies.

They make kangaroos a daily sight throughout Japan. Seino provides a variety of services around the theme of Kangaroo Deliveries, such as Kangaroo Express and Kangaroo Home Delivery.

Seino, based in Ogaki, Gifu Prefecture, was founded in 1930 and has a kangaroo logo since 1960.

A truck featuring Seino’s original kangaroo logo dating back to 1960

Seino’s corporate site says the choice of a kangaroo derives from its spirit of “carrying customers’ goods with warm affection and strong legs, day and night.”

The company says kangaroos communicate deep affection and trust by carrying their young in a cozy, protective pouch, just as the company transports customers’ goods in its vehicles.

Seino updated the logo in 1981 when it unified all its transport product names under the kangaroo name. This logo used a jumping kangaroo trailed by 16 horizontal stripes to convey motion and speed, reflecting the roo’s energetic, agile nature.

The company updated the logo to its current version in 1990.

Seino calls its logo the sun-star kangaroo design.

Seino explains the symbolism of the logo as the pouch equalling caregiving and trust; the horizontal stripes denoting speed and dynamism; and the star-encrusted O in the company’s name symbolizing the nature of its day/night 24-hour service.

Seino drivers explain the background of the kangaroo logo in this video (in Japanese)

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