Mississauga, Ontario — On July 15, Nissan revealed its new logo design, which will begin appearing in both digital and physical forms this month.
The redesign process 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.
Over the next two years, the team sketched and plotted several iterations, always keeping Nissan’s founder, Yoshisuke 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.
After countless sketches and several mock-ups, the result was a logo with a two-dimensional impression.
The overall effect of the redesign is a transition from a hard-edged, industrial feel to a refined, familiar and digital-friendly look, says Nissan.
“The new Nissan logo communicates our guiding message, carried over from past iterations: If you have a strong, determined belief, it can even penetrate the sun,” said Matsuo. “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.”
The recently unveiled Nissan Ariya, the first crossover EV for the brand, is the first car to be emblazoned with the new logo.
“The Nissan Ariya is our latest electrified vehicle, packed with advanced technology,” said Albaisa. “It’s the perfect platform for this new logo.”
Additional vehicles will sport the new logo in the coming years as the new chapter of Nissan evolves.