Yamaha Celebrates 70 Years with New Logo and Kando Philosophy

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2025 marks the 70th anniversary of Yamaha Motor, a milestone that highlights the company’s enduring commitment to innovation, trust, and emotional connection with its customers.



To commemorate this occasion, Yamaha has introduced a new corporate logo, maintaining its iconic three-tuning forks symbol. This marks the brand's first major redesign in 27 years, reflecting the brand’s ability to evolve while preserving its identity. Additionally, a special 70th-anniversary logo has been unveiled, inspired by the race number plate of the YA-1, the company’s first motorcycle, launched in 1955.



To celebrate its legacy, Yamaha has also released a tribute video, reinforcing its core philosophy, "Revs Your Heart," which embodies the brand’s mission to inspire and excite its customers through high-quality craftsmanship and innovation.

Founded on July 1, 1955, by visionary Genichi Kawakami, Yamaha Motor entered the motorcycle industry with bold ambition. Its debut model, the 125cc, two-stroke YA-1—dubbed the "Red Dragonfly"—set the tone for the company’s commitment to excellence. Just ten days after Yamaha's founding, the YA-1 competed in the third Mount Fuji Ascent Race and the first Asama Highlands Race, securing victory in the 125cc category in both events. These early successes laid the foundation for a brand that embraces challenges and strives for top-tier performance.

At the heart of Yamaha's journey is the Kando philosophy—a Japanese concept describing the deep satisfaction and excitement that comes from encountering something of exceptional value and quality. This principle has guided Yamaha for seven decades, driving its pursuit of excellence across products and services. The synergy between racing innovation and cutting-edge design has allowed Yamaha to consistently exceed customer expectations.

Olivier Prévost, Chairman and CEO of Yamaha Motor Europe NV, emphasized the significance of this anniversary:

“Seventy years is an incredible milestone, and we are honored to celebrate this legacy. Yamaha Motor’s journey has been shaped by a rich history of experiences and successes that define our values. These values push us to continuously innovate, grow, and create Kando for our customers. This achievement would not have been possible without the dedication of our employees, customers, distribution network, and suppliers. Thank you for being part of this journey. 

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