About Suntory's "Hibiki Crest"

The unique mark used for Suntory's "HIBIKI Whisky" is often referred to simply as the "Hibiki Mark" or the "Hana Mark" (Flower Mark), and it is commonly known as the "Hibiki Crest" in English-speaking countries. This mark was commissioned by Suntory to the artist Takenobu Igarashi in 1986 and was originally designed as corporate art for Suntory Hall.

The design is a fusion of the Suntory Lion Crest of that era and the kanji character for "Hibiki" (resonance). Subsequently, it was also used as Suntory's corporate logo from 1991 to 2004. This mark is a crucial element symbolizing Suntory's brand identity, representing Japanese aesthetics and craftsmanship. Consequently, it has been remembered as the "Hibiki Crest" in English-speaking countries and is widely recognized as the iconic design of Suntory's premium whisky, "Hibiki."

While the mark is a pictographic representation of the kanji character "Hibiki" (響), its meaning encompasses resonance, vibration, waves, and undulations, reflecting the image of the whisky culture that Suntory Whisky aims to achieve.

As a lifestyle and culture company that provides content that resonates with people's hearts, the design embodies the desire for each Suntory employee to express their individuality, resonate with various people, and share feelings with people all over the world. It also carries the intention to maintain this resonance with such radiant people even as the business expands. Furthermore, it is said that this mark was created in reference to the form of an orchestra hall. It indeed resembles the arrangement of the stage and the audience in a hall where music resounds.

In other words, this was not a mark used exclusively for Hibiki Whisky; rather, it was used across all Suntory whiskies as a symbol of Suntory's craftsmanship and corporate goals.

▲The mark used until March 1990 (left) and the mark used from April 1990 onwards (right)

The images above show the marks printed on the labels of Yamazaki whisky distributed during the 1990s.
This mark switched from the old version to the new version on April 1, 1990. In the case of the single malt whisky Yamazaki 12 Year Old Pure Malt, the new mark began appearing primarily on bottles distributed in the mid-1990s. I believe the discrepancy between the date the mark was officially adopted and the actual distribution of stock bottles is due to a time lag in the distribution process.
It is useful to remember this, as the shape or presence of this mark serves as a common standard for determining the production period of whiskies released by Suntory.