In the digital age with the possibility of accessing a lot of information of all kinds, the identity of a brand requires transformations that are as recognizable as possible. Here’s how the Japanese manufacturer’s signature was born
by Corrado Canali
In the digital age with the possibility of accessing a lot of information of all kinds, the identity of a brand requires transformations that are as recognizable as possible. Here’s how the Japanese manufacturer’s signature was born
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The Nissan logo in the last 20 years has represented not only the signature of the car manufacturer on all the vehicles produced, but also an identity, a business card of the brand, that’s why for decades it has remained faithful to the philosophy of the founder Yoshisuke Aikawa which was expressed with the concept of “Shisei tenjitsu o tsuranuku” or “If you have a firm belief, you are able to penetrate even the sun”. Without betraying that historical philosophy, the Nissan logo now evolves to better reflect the changes in society, opening the way to a new dimension. It is no coincidence that the new logo is brought to the debut by a car, the Ariya 100% electric crossover which inaugurates a real new era for Nissan. A path that began in the summer of 2017, when Alfonso Albaisa, Nissan’s world design manager, began to think about the possible evolutions of the logo and the brand identity.
It was designed by a team of experts only in 2017
Therefore, a special design team was set up with the aim of creating the most complete study. “We took inspiration from scientific, technological discoveries, connectivity and how these then changed the lives of all of us” explained Alfonso Albaisa. Over the past two years, the team has designed and proposed several projects, including that the logo of future electric models illuminate. Then technical challenges were also addressed, such as the size of the logo outline, to achieve a clear effect in compliance with the regulations for illuminated car elements. In addition, then, it had to be recognizable even when it is off or only printed, both on paper, but also in digital format. After many sketches and many models, the end result is a logo that reproduces the sense of lightness and flexibility of Nissan, but also of suspension between the different worlds of today.
The presentation in mid-July on the new EV crossover, Ariya
The new logo debuted in mid-July, both on vehicles and in communication. The electric vehicles of Nissan will thus be characterized by an exclusive logo illuminated by 20 LEDs which is also the number of years that elapse between the two solutions, but also the important visual sign of how the Nissan brand progresses towards an increasingly electrified future. In communication, the new logo will adapt flexibly to different situations, from materials present in dealerships, to social media and digital advertising. In particular in digital and video applications, the logo comes to life, as it moves in a variety of backgrounds that allow you to reflect today’s ever-changing environment and the flexibility necessary to then remain exciting, relevant and intriguing. Ariya which is the iconic car of Nissan Intelligent Mobility and not only a 100% electric car, but also represents the first model with the brand’s new logo.