The symbol of HAKUTSURU SAKE is an inspiring modern form of the eponymous white crane, a traditional trademark. The white crane's powerful wings are extended as if in flight high up in the sky. They also form an oval that protects the crane's head and creates the feel of a dynamic sun-like orb.
This symbol was introduced in 1979 as HAKUTSURU adopted a corporate identity system ahead of the industry, established at the same time as the corporate slogan, "To friendship for all time". Today, this symbol is known to a great many people, and is a good example of a well-designed Japanese brand logo.