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.
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.