• mlebauer

    “In the imaginative and diverse world of automotive logos, Honda’s isn’t the most unique.”
    Exactly. It’s actually one of the worst most boring logos around. Every company that uses its first letter for a logo shows lack of imagination.

  • eSpokane

    I read in an article once that the Honda logo represented a cross-section of a girder. Soichiro Honda was an industrialist and appreciated the “H” as a sign of strength and also his initial. Some call it boring, but I respect automakers that don’t completely change their logo every few years.

  • Judging by this story, you have no idea of how the Acura logo actually came to be. I do–I was working in the creative department of Ketchum Advertising, Acura’s ad agency, when it happened. First, there was no graphic Acura logo until 1990, when the NSX was introduced. Look at pre-1990 Legends and Integras, and you’ll see that there was just the ACURA typescript. The powers that be decided that the NSX, and thus all of Acura, needed a real logo, as in MB, BMW, etc., to compete in the luxury world. The original idea was, as you might expect, to use an A of some kind, and then the caliper concept came in later, more as a justification of the A than as an original theme. The original logo had no crossbar between the two halves of the A. Pre-production NSX nose badges were made this way, and the original photos of the NSX, for the ads and brochures, had the no-crossbar badge. Then somebody, at the last minute, showed the badge to aging Soichiro Honda. He had been led to believe that the Acura logo was a “stylized H”–he had never really agreed to using an A for Acura, which was a US and Canada brand only. “It does not look like an ‘H’ to me”, he said. Minions scrambled, the logo was hastily redesigned with the crossbar, so make it look “more like an H”, and the photos of the NSX had to be retouched, to put the little crossbar in there before the big, hardcover original NSX brochure/book could be printed.