Corporate Brand Logo and Brand Message

Corporate Brand Logo


Brand Proposition

Value Innovator

We aim to evolve into a top-class Value Innovator that provides the best solutions for customers by capitalizing on our experience and technologies we have accumulated as a comprehensive manufacturer and integrator of material handling systems.

Brand Message

Always an Edge Ahead

The brand message conveys our desire to create and provide best solutions to give customers a competitive edge. It also symbolizes our flexible and outstanding workforce, possessing both expertise and a commitment to taking on new challenges and making changes for the better.

History of the DAIFUKU Logo and Brand Message


Daifuku Machinery Works


Daifuku Machinery Works

In 1969, the company created a corporate brand logo to signify the essence of the company. This was a novel approach at the time since company logos were used only to differentiate companies from each other.
Managers solicited advice from renowned art directors and selected one mark from 18 designs.



In 1984, the company name was changed from Daifuku Machinery Works to Daifuku (in Japanese characters). 'Machinery Works' gave the misleading impression that the Company was a hardware manufacture and did not represent the Company's new focus on software and system development. Minor changes were made to the corporate brand logo.



In 1998, the Company changed its name again from Daifuku in Japanese characters to DAIFUKU, written using the Roman alphabet. The change reflected the important role Daifuku was playing globally.

Historically, Daifuku has developed corporate slogans to reflect the times: "Daifuku for Material Handling" (1960s and 1970s), "Challenging Automatic Guide Operation" (1968-1982), "Daifuku for Factory Automation" (1982-1987) and "Material Handling and Beyond" (April 2007- March 2013). In April 2013, the Company established "Always and Edge Ahead" as its new brand message.