Thought of the Designer of 150th Anniversary Logo
On March 31, 2025, Shimadzu Corporation, which was founded in Kyoto in 1875, celebrated its 150th anniversary. The logo created to commemorate this milestone has been used worldwide since its unveiling in January 2025. We spoke with the Shimadzu Group employee who designed the logo about the ideas behind the mark and her thoughts on the past year.
The Logo Representing “Shimadzu’s DNA”
To create the 150th anniversary logo, Shimadzu invited design proposals from employees throughout the Group, both in Japan and overseas. After review by an internal committee and external design specialists, a balloon-themed design was selected. The balloon motif references a key moment in the Shimadzu’s history when, on December 6, 1877, Genzo Shimadzu Sr., the founder of Shimadzu Corporation, successfully conducted Japan’s first civilian manned balloon flight. The logo expresses “Shimadzu’s DNA” of continuous efforts and challenges, and conveys the message that Shimadzu will continue to take on new challenges.
A woodcut titled “Illustration of Balloon Test” by the artist Kubota Beisen, which records a manned balloon flight in 1877
Overcoming Hesitation and Embracing the Challenge!
The logo was designed by Xu Wen, a member of the Design Unit, Business Planning Department, Shimadzu (China) Co., Ltd. (SSL), which oversees the China region. SSL established the Shimadzu Group’s first overseas design unit in 2015 and currently five members belong to the Design Unit. SSL has received international recognition for its work, including awards for the interactive installation “Shimadzu Brand Experience” in 2022 and for the original font “Shimadzu Genso Sans” in 2025.
SSL’s Xu introducing Shimadzu Genso Sans at an exhibition in China
Although Xu is now involved in branding and design work in the Design Unit, she did not have a formal design background before joining SSL. When she joined SSL in 2018, her primary responsibilities were Chinese–Japanese interpretation and translation, along with administrative duties. Through her work, she gradually began interacting with both internal and external designers. One day, she was asked by her supervisor to create a flyer for an internal event. This experience sparked her interest in design and ultimately led her to transition into a designer role.
She was struck by how dramatically a design impression could change through choices of color, layout, and typography, and soon became deeply engaged in exploring the field. She taught herself design terminology and software skills using books and online resources, steadily building a foundation on her own.
When the in-house call for submissions for the 150th anniversary logo was announced, Xu did not immediately apply. “I’m not a professionally trained designer, and there are many highly experienced designers within Shimadzu, so I hesitated, wondering whether it was appropriate for me to submit a proposal.” What ultimately encouraged her was a simple comment from her supervisor: “Why not give it a try?” Once she decided to move forward, she immediately began developing the concept.
A smartphone stand and mouse pad featuring the anniversary logo (produced by SSL)
“My main focus was how to naturally convey the weight of 150 years of history through the number 150, while ensuring that the design did not detract from Shimadzu’s existing brand image. Drawing on the knowledge and experience I had gained in the Design Unit, I went through multiple rounds of prototyping, refining the design with advice from colleagues,” says Xu. For this in-house competition, SSL provided a forum where applicants could share and discuss their ideas. Xu says this helped her organize her thinking and approach the design process calmly. Recalling the moment her design was selected, she says, “I was genuinely happy to realize that what I had envisioned had taken shape and resonated with others.” Since its adoption, the logo has been used in a wide range of settings. During Shimadzu Corporation’s 150th anniversary year, it has served as a unifying symbol connecting the Shimadzu Group with people around the world.
Exhibition booth (Japan)
Exhibition booth (China)
Invitation for customer congratulatory messages (South Korea)
Balloon flight event (Turkey)
Matching sweatshirts worn by employees (United Kingdom)
Photo spot at a commemorative party (Germany)
Comment from Xu, the Designer of the Logo
Xu received the “First a Dream Award,” a Shimadzu in-house award that honors employees who take initiative in pursuing their dreams and aspirations
For me, 2025—the year of Shimadzu Corporation’s 150th anniversary—was especially meaningful. Seeing the logo I worked on being used around the world was both surprising and deeply gratifying. I found myself thinking, “It’s really being used.” I’m grateful to have been able to contribute in this way during such an important milestone year for Shimadzu.
Just as I did with this logo project, I want to continue taking on new challenges whenever I feel something is worth trying in my day-to-day work. In my design work, my goal is to steadily strengthen my core skills so that I can apply them reliably when they are needed. By continuing to build experience step by step, I hope to gradually expand the scope of what I can do.
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