March 2011

The Flying K Logo

by Alan Masek for Heritage House Museum

The Japanese Kawasaki logo, top right above, was used by Kawasaki Aircraft Co (KAC), and became the Kawasaki Heavy Industries logo when KAC merged with Kawasaki Dockyards and Rolling Stock. In 1966 when AKM (American Kawasaki Motorcycle Corp) was incorporated, American consumers would probably have rated Kawasaki brand recognition and KAC / KHI logo appeal at 1 on a scale of 1 to 10! Most early Kawasaki bike models used the tank medallion above with the Kawasaki name and Japanese logo-on-flag until the introduction of the 500H1 Mach III in 1969. As new models were developed for the US, a Kawasaki brand image of quality and performance was established. Early 1969 discussions with KMWs Dave Mehney and Frank Southwell, and KMCs Don Graves and Paul Collins confirmed the urgent need for a distinctive Kawasaki logo for communications. KMC ad and PR manager Paul Collins asked graphic artist Nick Nichols to develop ideas. A dynamic stylized K was included in the options Nick proposed. We liked it, and he finalized the Flying K logo and charged KMC $100 for its creation. Logo design was Nicks first passion! I reviewed the Flying K logo project with George Hamawaki including concerns that Tokyo might disapprove. I think George discussed it with President Iwaki before saying, Just do it! No request to Japan was made to risk a refusal or years of hassle. KMC registered the stylized K and initiated its use for dealer communications and point of purchase materials with positive reactions to its clean and modern look. The logo was quickly adopted spontaneously by international Kawasaki motorcycle distributors, and then by Akashi. Ad manager Dale Stevenson and KMCs ad agency produced a logo booklet with K design specs and usage guidelines for dealer identification. As I remember it, George did receive a somewhat expected you cant do this from KHI in Tokyo, but he and President Iwaki insisted it was a consumer products necessity. Much later, KHI began to use the Flying K along with the old KHI logo. Now, all KHI international communications seem to use only the Flying K.
Re Brand recognition. Between 1966 and 1968 dealer originated stickers and bumber stickers worked to make the unknown Kawasaki brand name remembered. Its memorable sticker text: Put something exciting between your legs. Kawasaki