Yonex: Rebranding
Yonex Co., Ltd., was founded by Minoru Yoneyama in1946 andmarked its beginning as the Yoneyama Company Ltd. Yoneyama was producing wooden floats for fishing nets. Combination of Japanese craftmanship and cutting-edge technology, Yonex has given players the tools they need for triumph on the court for over 60 years. Yonex always maintains the same philosophy: to contribute to the world through innovative technology and high-quality products.
Relevance
Yonex helped millions of athletes from different sports and different countries to feel the game on a new level. World Top players such as Stan Wawrinka, Nick Kyrogis, Naomi Osaka, and others use Yonex equipment that helps them to stay on top of the game each time they are practicing and slamming the ball back to their opponents.
The Beginning
In 1946, just after the end of World War II, Yonex marked its beginnings as Yoneyama Company, Ltd. founded by Minoru Yoneyama, a producer of wooden floats for fishing nets. Yoneyama’s wood-crafting business thrived until modern advancements - namely plastic floats - forced the company out of the business. Frustrated by being pushed aside by advancing technology, he vowed to never be technologically left behind and committed to constant innovation in future endeavors.
Legacy
YONEX holds the first postion in the world of tennis and badminton. Majority of professional and amateur players are using YONEX equipment to achieve their goals. The company is trying their best to satisfy all the needs of their costumers creating new trends and finding new materials to improve their goods.
Far beyond ordinary…
Logo
Brand new YONEX logotype is available in two colors that pay respect to its roots and represent a new era of the brand.
Implementation
YONEX believe that they must transform as a com pany in the next era by introducing new ideas and technologies such as digital solutions to our opera tions, all while maintaining tehir core aspirations for "unparalleled craftmanship" and "sport develop ment".
