Nissan debuts new logo: 'It shows our commitment to customers, staff and society'

Nissan logo (MotorPress)
Nissan logo (MotorPress)

• Nissan unveiled its new badge to herald new era.

• Ariyah electric crossover the first Nissan to carry the badge.

• New logo had to be 'thin, light, and flexible'.

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Nissan has had a busy July so far, introducing its new Ariyah all-electric crossover and stipulating its future plans. But these events coincided with an important event, that being Nissan also introducing its new logo.

While not immediately noticeable to the naked eye, the new logo features the familiar design traits of the previous one. Still, it carries the belief of Nissan's founder, Yoshisuke Aikawa" "Shisei tenjitsu o tsuranuku," which he interpreted to mean, "If you have a strong belief, it penetrates even the sun."


Nissan's new logo on the Ariyah (MotorPress)

'Thin, light, flexible'

Nissan began design on the new logo in 2017 when, under the guidance Alfonso Albaisa, the automaker set about potential changes to its logo. The design team was led by Tsutomu Matsuo, deputy GM of Nissan's design department, and studied how the new logo could look. The design process included subtle changes to complete reinventions.

Albaisa gave the task team a simple guideline for the new logo: 'thin, light, and flexible'. In the end, this is what the team came up with, and it carried the approval of Albaisa and others.

READ: Why the Ariyah could be Nissan's saving grace in a time of considerable uncertainty

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."

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.

Nissan Ariyah

2021 Nissan Ariyah (Nissan Media)

Compiled by: Charlen Raymond

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