The concentric circles that make up the Taste Translation logo are based on those found inside official sake tasting cups, kiki-choko (ききちょこ). The pattern is called ja-no-me (蛇の目), “snake eyes”.

Professional sake tasters look through the sake at the alternating white and blue background to judge clarity – any cloudiness will show up clearly against the blue background.

So why is the Taste Translation logo red? The colour is called hi-iro (緋色), a shade of crimson that suggests good fortune in Japanese culture. 

As they say, kanpai (乾杯)!

Taste Translation logo

Kiki-choko, official tasting cup, with the ja-no-me (snake eye) pattern in cobalt blue.