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.
We are more connected than ever before. People are growing up with the access to knowledge and the potential for interaction that the internet offers. Our lives are as much digital as they are physical. Hence strong brands need to have effective touch points in both realms.
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.
After many sketches and several mock-ups, the result was a logo with a two-dimensional impression. Looking more designed than manufactured, it has the flexibility to live in multiple worlds. The process started in 3-D and then developed in 2-D – the illuminated brand badge was drafted first, pulling the illuminated area out to represent the brand in 2-D form.
The overall effect of the redesign is a transition from a hard-edged, industrial feel to a refined, familiar and digital-friendly look. It signals the evolution of Nissan as not only a traditional vehicle manufacturer to a provider of mobility and services.
Reaching customers with an impactful presence
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.
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.