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Nissan Nissan's luxury vehicle brand Infiniti has been rebranded in collaboration with Bruce Mau Design. recent Changes in other car brands such as JLRThere were many, but Infinity has changed especially more subtlely. Infinity's logo has changed 4 times in 30 years. This time, it's closer to the logo first unveiled in 1989.
The biggest change is the Intiite Road symbol that symbolizes Infinity. The vanishing point, which looked confusing like Mt. Fuji extending from the vanishing point, was expressed as the horizon.
The overall logo has become thinner and wider. The previous symbol had the impression of a triangle piercing through an oval, but a sense of space is felt beyond the broken symbol. Negative space is recognized rather than black expression, and it feels like entering a certain alley. The text of the word mark has been flattened and the space between letters has been widened horizontally to emphasize the horizontal horizon.
To emphasize the horizon, the Dynamic Horizon graphic is used as the background of the logo. Gradation is expressed with the theme of Gold and Blue, which expresses day and night, which often uses scenes of the rising sun when expressing Japan.
We also unveiled a 3D emblem that looks different from flat to space and from different angles. Unlike the symbol expressed with a dagger, the tip of the horizon is not cut off sharply, but continues inward with a soft curve. The sound logo adds Japanese musical elements to the contrast between a human drum and wind chimes.
The visual changes are stable because there have been many extreme rebrandings recently. We only refined the symbols and wordmarks, and expressed new changes with graphic motifs and sounds. It is convincing that it expresses various spatial experiences using elements that come to mind when thinking of Japan.
I wonder how these languages can be applied to the automotive experience design that is so important to car brands. It still reminds me of the fancy metallic design of Japanese luxury cars like Lexus, but I can't imagine how it will be combined with the feeling close to Zen designed this time. In the age of electric vehicles, can Infiniti overcome its long slump and make a new leap forward?
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
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