Japanese automobile manufacturer Nissan Motor Co. has redesigned its logo to signal the start of a new chapter and reflect significant changes in history over the past two decades.
Nissan said it wanted to adapt its logo for the digital world, adding: “Our lives are as much digital as they are physical. Hence strong brands need to have effective touchpoints in both realms.”
The redesign project began in the summer of 2017 when Alfonso Albaisa, Nissan’s senior VP of global design, started planning potential changes to the company’s logo and brand identity. He then set up a design team led by Tsutomu Matsuo, the deputy GM of Nissan’s advanced design department. Albaisa suggested the keywords “thin, light and flexible” for the redesign and Matsuo began planning everything from a subtle evolution to a complete reinvention.
Nissan’s redesigned logo has moved away from its hard-edged, industrial style to create a refined and digital-friendly look. The company name remains at the centre of the logo, aiming to promote the recognisable but evolved brand.
A notable feature of the new logo is that it will “come alive” in certain digital and video applications. It will shift and pulsate against a variety of backgrounds to emphasise the company’s flexibility and reflect today’s ever-changing environment. Additionally, Nissan’s new electric vehicles will feature an exclusive logo which is illuminated by 20 LEDs.
Matsuo said: “The new Nissan logo communicates our guiding message, carried over from past iterations: if you have a strong, determined belief, it can even penetrate the sun.
“At Nissan, this strong belief in the power of achievement has never wavered and can be seen in our pioneering efforts in electrification, driver assistance and digital connectivity. Our logo has to convey all of this in just a glance, to show our commitment to our customers, employees and society.”
Nissan’s redesigned logo will start to appear in July, in both physical and digital forms. This will be followed up by a complete company rebrand, with the new logo being incorporated across all mediums including letterheads, dealership signs, digital adverts and social media content.