The Nissan Ariya electric SUV just made its global debut today and it represents everything next-generation for the entire Nissan brand. This includes Nissan’s new logo and reinvented brand identity in the coming years.
Nissan’s new logo symbolizes the Japanese automaker’s dedication to constantly innovate and move forward from its past. The new logo–according to Nissan, “looks to the future while staying proudly connected to the company’s rich heritage and tradition of innovation.” The Nissan name remains at the center of the logo, which makes it instantly recognizable as a way to evoke past milestones and memories while also conveying evolution. Expect this new, more modern logo to appear in all of Nissan’s upcoming models, from the Terra to the Sylphy, Navara, and even X-Trail.
The story of Nissan’s new logo actually began in 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. Albaisa offered the keywords “thin, light and flexible,” and set Matsuo and his team on their journey.
Nissan sees its logo as its business card–a handshake. They say it’s the first greeting between customers and the brand itself. Thus, the new logo should still be recognizable as Nissan, whether this would be illuminated in front of a vehicle’s grille or not. In the case of the Nissan Ariya, it features an illuminated version of the logo whilst still being able to comply to global automotive regulations. If not illuminated, the logo still needed to make a strong impression, whether it is in front of a car or in print or digital formats.
The resulting new logo features a minimalist and flat design–one that is flexible in various mediums of communication. The overall effect is a transition from a hard-edged, industrial feel to a refined, familiar, and digital-friendly look. It signals the evolution of Nissan as a provider of mobility and services and not just a traditional car manufacturer.
Starting this month, Nissan’s new logo will now appear in both digital and physical forms. Electric Nissan vehicles will feature an illuminated logo–a prominent reminder that Nissan is driving towards an electrified future. Moving forward, this logo will now be displayed on social media, advertising, calling cards, and dealerships.
“The Nissan Ariya opens a new chapter in our history as we begin our journey of transformation in our business, in our products, and in our culture,” Uchida said. “It defines what matters to Nissan, represents what we stand for, and embodies the essence of who we are: a passionate, innovative challenger.”