INFINITI, Nissan’s luxury brand, has been in existence for as long as Lexus and continues to have a presence in selected markets like the USA, Mexico and the Middle East. This week, it has announced a comprehensive brand refresh with an evolved brand logo and new multisensory signature as well as a new global retail architecture design.
The revised logo looks similar as it has always been but has subtle changes for its fourth iteration in the brand’s history. Drawing inspiration from the infinite road to the horizon, the new logo places greater focus on the ‘infinite road’ and horizon line, complimented by revised INFINITI wordmark spacing, that visually accentuates the horizon.
“Our aim was to subtly evolve the INFINITI logo in support of the bright new chapter that lays ahead” said Alfonso Albaisa, Senior Vice-President of Global Design. “Adding greater emphasis to the point where the infinite road intersects with the horizon, we are showcasing our steadfast commitment to always look forward to the future and to new horizons.”
3-dimensional logo
While some other carmakers have gone for a more 2-dimensional appearance suited to the digital age, INFINITI has created a new 3-dimensional emblem for future production models. This has added depth, while expressing dynamism, motion, and power.
The new retail architecture blends a clean, minimalist exterior with an open, light-filled interior. Within the physical retail spaces, customers will have the opportunity to connect and interact with the brand. Drawing inspiration from Japanese design philosophies, the new architecture pays homage to the brand’s rich heritage while providing a truly immersive experience for customers.
Scent of a Japanese forest
Finally, visitors to INFINITI showrooms and events will come to associate their visit with a new multisensory signature – a signature scent that evokes a Japanese forest and sonic elements. The sound logo marries powerful Japanese musical elements with more serene sounds to deliver a harmonious balance.