Nissan's redesigned logo sets a new horizon
A physical emblem adapted for the digital world
There are more and more situations in which we rely on an internet connection. People grow up with access to the knowledge and potential for interaction that this medium offers. Our lives are becoming as much digital as they are physical. That is why strong brands need effective touchpoints in both of these worlds.
For the past 20 years, Nissan's previous logo has been placed not only on cars. It served as the brand's hallmark, a business card and a first greeting between customers, associated with the emotions that Nissan cars deliver. For even longer, Nissan's logo has recalled the stance of the company's founder, Yoshisuke Aikawa. He used to say: “Shisei tenjitsu o tsuranuku,” which, in his own translation, means “If you have a strong belief in something, you can even reach for the sun.”
Nissan's new “business card” retains the essence of the brand while reflecting the significant changes that have taken place in society over the past two decades. It is a new vision of Nissan's iconic logo, befitting a new chapter in the company's history.
Nissan's new logo appears as the company enters the future without breaking with its proud heritage and tradition of innovation. The company name remains the central element of the logo, immediately communicating a recognizable brand – associated with important milestones and cherished memories, but also with evolution.
The design process
The design process
The origins date back to 2017, when Alfonso Albaisa, senior vice president and global head of design at Nissan, began analysing the possibilities of changing Nissan's logo and brand identity. He set up a team led by Tsutomu Matsuo, deputy general manager of advanced design. The team's task was to examine all options, from subtle evolution to radical transformation. Albaisa provided three key words – “slim, light and flexible” – which became the starting point for Matsuo and his team.
“We drew inspiration from breakthroughs in science, technology and connectivity options. From the fundamental changes these developments bring to our customers,” said Albaisa. “As you can imagine, a vision of digitalization began to germinate in our minds.”
Over two years, the team sketched and produced several versions, always keeping in mind Aikawa's message: “be passionate, be an innovator, take on challenges.”
Technical challenges
The team had to take several variables into account – already at an early stage it was necessary to decide whether the logo in future electric models should be illuminated. Technical challenges arose here, such as choosing the thickness of the logo's outline to ensure its clear visibility when illuminated, or compliance with regulations governing the placement of illuminated elements on a car. The logo also had to be distinctive in non-illuminated form – for example, in digital media or printed materials on paper.
Regardless of the medium, an unambiguous and strong association with Nissan was necessary
The two-dimensional effect
A satisfactory two-dimensional effect was achieved after countless sketches and the production of several mock-ups. The logo, looking more like a designer's work than an industrial product, is flexible enough to function successfully in different worlds. The process began in 3D, and then a 2D version was developed – first the designers drew the illuminated emblem, which becomes two-dimensional once the illuminated area is removed.
The overall effect of the modification is a shift from an industrial aesthetic with sharp edges to a more refined and friendly form that looks better in digital media. The change signals the evolution of Nissan, which is no longer only a manufacturer of traditional vehicles, but also a provider of mobility and other services.
“Nissan's new logo communicates our leading message, rooted in the brand's history: ‘If you have a strong belief in something, you can even reach for the sun’,” explained Matsuo. “At Nissan, this strong belief in the power of achievement has never been shaken. It can be seen in our pioneering projects involving electrification, driver-assistance systems and digital connectivity. Our logo must instantly evoke this, informing customers, employees and the public about what matters to us.”
Reaching customers through a strongly marked presence
The new logo in practice
The new logo will begin appearing in July, both in digital and physical form. Nissan's electric cars will feature an exclusive logo illuminated by 20 LEDs (symbolizing the number of years between the last and the latest modification of the company mark). It is a clear visual reminder that Nissan is heading toward an electrified future.
The new emblem will be introduced successively across all media: on letterhead, in dealership signage, and on social media and in digital advertising. Four prepared variants will allow flexible use of the new logo at various communication touchpoints.
It is worth noting that in some digital and video applications, the new logo will gain a dynamic treatment, changing and pulsating against different backgrounds. This will reference today's constantly changing environment and the need for flexibility that allows it to maintain a captivating, current and intriguing form.
The first car to feature the new logo is the Nissan Ariya – Nissan's first electric crossover. The vehicle was designed with full consideration of the three pillars of the Nissan Intelligent Mobility concept: intelligent power, intelligent driving and intelligent integration. Ariya not only fits the idea of the new logo, but actually had a significant influence on its final shape.
“Nissan Ariya is our newest electrified model, packed with advanced technology,” said Albaisa. “It is the perfect platform for the brand's new logo.”
Further vehicles with the new logo will be introduced in the coming years.
