Nissan recasts logo for digital age

MANILA: Japanese global carmaker Nissan Motor Co. just revealed its new logo — a branding which it says “reflects the significant changes in society over the last two decades,” and is a “reimagination of the iconic Nissan brand logo for a new chapter.”

During the digital reveal of its Ariya EV crossover, which was streamed live, Nissan CEO Makoto Uchida also bared the new logo, which supplants the 20-year-old mark that preceded it. The new logo will first appear on the Ariya.

In a release, Nissan says the logo represents a “pivot 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.”

Nissan SVP of Global Design Alfonso Albaisa had begun to study possible changes to the logo and brand identity in the summer of 2017. Nissan said that the executive convened 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.” The guidance was comprised of the keywords “thin, light and flexible.”

Continued Albaisa: “Inspiration was drawn from breakthroughs in science, technology and connectivity. How these have brought fundamental changes to our customers… As you can imagine, visions of digitalization started swirling in our heads.” The new logo had to reflect passion, innovation, and being a challenger. Regardless of the medium, this new Nissan logo needed to “unequivocally stand” for the brand.

The new logo receives a rather minimalistic treatment, and is meant to communicate, according to Matsuo, that "If you have a strong, determined belief, it can even penetrate the sun... At Nissan, this strong belief in the power of achievement has never wavered and can be seen in our pioneering efforts in electrification, driver assistance and digital connectivity. Our logo has to convey all of this in just a glance, to show our commitment to our customers, employees and society.”

When affixed onto Nissan’s EVs, the logo will be illuminated by 20 LEDs, which corresponding to the number of years between logo redesigns, and is seen as a “prominent visual reminder that Nissan is driving towards an electrified future.”

Meanwhile, Albaisa said of the logo’s debut on the new vehicle: “The Nissan Ariya is our latest electrified vehicle, packed with advanced technology... It’s the perfect platform for this new logo.”

Photos from Nissan Motor Co.

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