Corporate Dec. 16, 2015

Hioki Renews Corporate Logo Colors to Further Global Brand Penetration

December 16, 2015 - Nagano, Japan

Hioki will change its corporate logomark colors effective January 1, 2016.

As the move toward globalization accelerates, there is increasing need for Hioki to achieve a higher level of brand recognition overseas, including in the measuring instrument market.
Against this backdrop, the company has decided to change its current logomark, which it has used since 1996, to a new design that evokes ease of understanding and strength in a way that will appeal to global

audiences. The change is intended to increase the level of recognition that Hioki’s brand enjoys.

New logo message

  • Fostering development of people and creating new value
  • Supplying high-quality products with passion


Aim of the Hioki logomark

  • The Hioki logomark is distinguished by the shape of its O.

The O is not a simple circle, but rather an oval. This shape is designed based on the motif of the Earth embracing an egg to evoke an image of fostering the development of people, giving birth to new products, and contributing to the development of society. The shape remains the same as in the previous design and inherits the same underlying philosophy. 

The blue that serves as the corporate color (“Hioki Blue”), which has been used in products since 2006, reflects the company’s passionate commitment to interacting with customers with seriousness and sincerity, approaching manufacturing with single-minded dedication, and supplying high-quality products that can be used with a sense of trust and attachment to customers worldwide.

By using Hioki Blue in its corporate logotype and communicating a more clearly defined brand image,
Hioki is aiming to achieve global penetration of that image.



Established in 1935, HIOKI E.E. CORPORATION (TSE: 6866) has grown to become a world
leader in providing consistent delivery of test and measuring instruments through advanced design, manufacturing, and sales and services. By offering over 200 main products characterized by safety and quality while meeting an expansive range of applications, we aim to contribute to the efficiency and value of our customers' work in research and development, production and electrical maintenance. HIOKI products and services are available around the world through our extensive network of subsidiaries and distributors. Information about
HIOKI is available at

For more information, please contact:

New HIOKI Logo (effective January 1, 2016)

Current Logo (valid until December 31, 2015)