Nissan's new logo embraces the future, while staying proudly connected to their rich heritage and tradition of innovation for customers.
The recently unveiled Nissan Ariya, the first crossover EV for the brand, is the first car to be emblazoned with the new logo. As the new icon of Nissan Intelligent Mobility – designed to fully embody the three pillars of Intelligent Driving, Intelligent Power and Intelligent Integration – the Ariya is not only fitting, but was also a key influence on the tailoring of the logo.
"The Nissan Ariya is our latest electrified vehicle, packed with advanced technology," said Albaisa. "It's the perfect platform for this new logo."
For the past 20 years, Nissan's outgoing logo has been a beacon on its vehicles and so much more. It has served as an identity, a business card, a handshake and the first greeting between customers and the driving excitement that Nissan vehicles provide. For decades more, Nissan's logo has stayed true to a belief held by its founder Yoshisuke Aikawa, "Shisei tenjitsu o tsuranuku," which he interpreted to mean, "If you have a strong belief, it penetrates even the sun."
While keeping this essence alive, Nissan's new "calling card" reflects the significant changes in society over the last two decades. It is a reimagination of the iconic Nissan brand logo for a new chapter.
Nissan's new logo comes alive as it pivots to the future while staying proudly connected to its rich heritage, and tradition of innovation. The company name remains at the center of the logo, communicating an instantly recognizable brand that evokes past milestones and memories while also conveying evolution.
The journey began in the summer of 2017, when Alfonso Albaisa, Nissan's senior vice president of global design, began to study potential changes to Nissan's logo and brand identity. He set up a design team led by Tsutomu Matsuo, deputy general manager of Nissan's advanced design department, to study everything from a subtle evolution to a complete reinvention. Albaisa offered the keywords "thin, light and flexible," and set Matsuo and his team on their journey.
"Inspiration was drawn from breakthroughs in science, technology and connectivity. How these have brought fundamental changes to our customers," said Albaisa. "As you can imagine, visions of digitalization started swirling in our heads."
Over the next two years, the team sketched and plotted several iterations, always keeping Aikawa's directive words in mind: "be passionate, be an innovator, be a challenger."
The team needed to consider several variables, including an early decision for the logo to be illuminated on upcoming all-electric models. This presented technical challenges, such as gauging the thickness of the logo's outline to ensure a crisp impression when lit, and of course compliance with government regulations for illuminated elements on cars. The logo also needed to make a strong impression when not illuminated, such as when it appeared digitally or on paper.
The new logo will begin appearing in July, both in digital and physical forms. Nissan's electric vehicles will feature an exclusive illuminated logo lit by 20 LEDs (corresponding to the number of years between logo redesigns), a prominent visual reminder that Nissan is driving towards an electrified future.
This will be followed by the new logo being incorporated across mediums; from letterhead and dealership signs to social media and digital advertising. One of four iterations will allow the new logo to flexibly accommodate varying communication points.
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