Hoshinoya Renewed brand logo with the desire to “connect people around the world through travel”

[Hoshinoya] Renewal of brand logo with the desire to “connect people around the world through travel” ​
Hoshino Resort Press release: April 23, 2025 [HOSHINOYA] Renewed brand logo with the desire to “connect people around the world through travel” Aiming to become a global hotel brand originating from Japan
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-798ad7a0a8c2a05c289ada40c0448acf-2016×950.jpg New brand logo adopts “eye knot pattern” Hoshinoya, which offers an overwhelmingly extraordinary experience with each facility having an original theme, will renew its brand logo on April 22, 2025, based on the concept of “Go to the special seat of that moment.” The new logo incorporates the family emblem “Meyuimon,” which is a tie-dye design, expressing the desire to “connect people around the world through travel.” Background of brand logo renewal “Hoshinoya” originated from Hoshino Onsen Ryokan, which opened in Karuizawa, Nagano Prefecture, in 1914, and currently has six facilities in Japan and two overseas. As a global hotel brand originating from Japan, we conducted a survey on the image that people overseas have of the brand logo. When asked, “Please look at the logos below and choose the answer that most closely matches the name of the country you associate with the logos,” about 80% of respondents answered that the romanized word “HOSHINOYA” sounded Japanese. On the other hand, regarding the traditional symbol mark Tsukihoshimon, outside of Japan, most people had impressions of the Middle East, followed by China and India, with roughly half of the respondents giving impressions of three regions, indicating that many people also had impressions of countries other than Japan. Based on the results of this survey, we have renewed our brand logo in order to continue to evolve as a Japanese hotel operator.
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-a77ee7e4809c454249a4531996f58cd5-960×540.png Answer to the question “Please look at the logos below and choose the answer that most closely matches the name of the country you associate with the logos.” [Survey overview] Survey name: HOSHINOYA brand logo survey Survey date: June 2021 Survey target: Americans, British, French, and Australians aged 20 and over Survey method:
Multiple-choice/open-answer format web questionnaire survey Number of samples: 600 people (479 people responded to the relevant question) Research company: Neo Marketing Co., Ltd. New brand logo concept
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-8d5d0a3ff8367df50e24bbd8b937c2cc-2016×460.jpg Left: conventional logo, right: new logo It is said that there are as many as 30,000 family crests in Japan, each representing a variety of history and stories (*1), and family crests can be said to be one of the symbols of Japanese design. Among these, we have adopted the “eye knot” pattern, which represents the tie-dye technique typified by pique dyeing, as our new symbol. Tie-dyeing is a dyeing technique that involves tying cloth with thread to make the white “eyes” stand out as a pattern. It is called the eye-knot pattern because it looks like the eyes are connected. Japan has a delicate sense of the seasons and a diverse culture depending on the region. As a Japanese hotel brand, we delicately incorporate the local climate, history, and culture into our hospitality, and propose the best moments that can only be experienced during the seasons. We also hope to connect people around the world through travel, where visitors can interact with the people and staff who live there, and gain a deeper understanding of the charm of the area. We thought that the image of tying was appropriate to express our feelings, so we incorporated the eye-tie pattern into our logo design. HOSHINOYA will celebrate its 20th anniversary as a brand in 2025. We will continue to spread the word about travel that connects people around the world, both domestically and
internationally. *1 Reference: Motoji Niwa, “Dictionary of Family Crests and Genealogy: Understanding Your History from Your Name,” 1995 What is “Hoshinoya” HOSHINOYA offers an overwhelmingly extraordinary experience with each facility having a unique theme, based on the concept of “Go to the special seat of that moment.” At each of our facilities in Japan and overseas, we delicately incorporate the local climate, history, and culture into our hospitality, allowing visitors to experience the best moments that can only be experienced in the season they encounter, thereby freeing visitors from the flow of daily time.
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-316cac88f343d842739f7efa6ed59b45-2160×1440.jpg Hoshinoya Karuizawa (Karuizawa, Nagano Prefecture)
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-6b7b308df5dea0d8fc5649b2c2826305-2160×1440.jpg Hoshinoya Kyoto (Kyoto Prefecture/Arashiyama)
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-e500de069b243c49b350801998d829c9-2160×1440.jpg HOSHINOYA Taketomi Island (Taketomi Island, Okinawa Prefecture)
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-df86375f73a0e3e2e173115a3dcb5326-2160×1440.jpg Hoshinoya Fuji (Yamanashi Prefecture, Fuji Kawaguchiko)
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-2ac04d5cf69744b33e6365ae2431feae-2160×1440.jpg Hoshinoya Tokyo (Otemachi, Tokyo)
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-e366587db2673ada2f5c3c02f2446625-2160×1440.jpg HOSHINOYA Okinawa (Yomitan, Okinawa Prefecture)
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-1fc8ac4b67bb57f08973f18b3fa25804-2160×1440.jpg Hoshinoya Bali (Bali, Indonesia)
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-b1a65e425683668acb84204589bdfbc3-2160×1440.jpg HOSHINOYA Guguan (Taichung, Taiwan)
https://prcdn.freetls.fastly.net/release_image/33064/1396/33064-1396-d005855b6cac30bcc5d334089e3d8e65-2160×1444.jpg Hoshinoya Lodge Niseko (tentative name, scheduled to open in 2028) (Niseko, Hokkaido) URL:
https://hoshinoresorts.com/ja/brands/hoshinoya/