Suzuki Motor Company has unveiled a new emblem for the first time in 22 years, signaling a shift in its brand identity. The new emblem, featuring a flat, high-gloss silver paint, replaces the previous three-dimensional, chrome-plated logo, signaling a new brand image suited to the digital age.

This change visually embodies Suzuki's new corporate slogan, "By Your Side." The company explained that it has long emphasized customer-centric values, and that the new emblem embodies this philosophy and its commitment to a sustainable future.

The new emblem retains the iconic S-shape, but features a flat design with thinner outlines and a less glossy finish. The traditional chrome plating has been replaced with a high-gloss silver paint to reduce environmental impact.

The new emblem will be unveiled for the first time at the Japan Mobility Show on October 30th, and will be sequentially applied to Suzuki's global product lineup thereafter. The emblem position and dimensions of the existing model will remain the same, allowing for a replacement without requiring a full vehicle update.

Experts analyze this flat logo transition as a strategy to keep pace with the mobile-centric era, which prioritizes fonts and icons. However, some consumers are concerned that a logo without three-dimensionality could weaken the brand's physical presence.

Suzuki follows the same trend as global manufacturers like Volkswagen, BMW, Nissan, and Mazda, who have already transitioned to flat logos. Specifically, the new design uses deeper reds and darker blues to emphasize the brand's energy and reliability, while retaining the S-shape, a traditional Japanese design, to maintain the brand's identity.