Infiniti, the luxury car brand under Japan’s Nissan, has recently unveiled its fourth logo in its 30-year history in three-dimensional. While rebranding efforts are not uncommon in the automotive industry, Infiniti’s latest logo redesign has raised eyebrows for its subtle and unusual approach.
Evolution of Infiniti’s Logo
In an era where car logos are often flattened and simplified, Infiniti takes a different path. The new logo maintains the brand’s iconic “infinite road” concept but introduces subtle changes that may not be immediately noticeable. The lines are thinner, and the road itself has been widened, with the sides no longer converging to a point on the horizon. These adjustments aim to clarify the depiction of the road, ensuring it is recognized as such and not mistaken for other objects like Mount Fuji or even a sleeping Pac-Man.
Alfonso Albaisa’s Vision for Infiniti’s Logo
Alfonso Albaisa, senior vice president of global design at Infiniti, explains that the logo evolution is a subtle yet deliberate move to symbolize the brand’s commitment to embracing new horizons. While the new design may appear reminiscent of Albaisa’s original Infiniti logo from 1989, the wordmark features updated spacing to visually accentuate the horizon, emphasizing the brand’s forward-thinking mindset.
Infiniti’s Sound Logo Takes Center Stage
Accompanying the visual rebrand is a unique sound logo that sets Infiniti apart. The sonic logo combines the power of a taiko drum, symbolizing human performance, with the softness of a Japanese wind chime called a furin, representing tranquility and refinement. Accompanied by a humming female voice, the resulting sound logo creates a sharp and distinctive auditory identity, signaling excitement and anticipation.
Infiniti’s Holistic Approach to Branding
The rebranding efforts extend beyond the logo and sound design. Infiniti is also refreshing its showroom designs with a minimalist aesthetic inspired by the Japanese concept of ‘Ma.’ Unlike Western minimalism, ‘Ma’ embraces empty space as an additive element, ensuring balance among all elements within the showroom environment.
Scenting Success: Infiniti’s Signature Fragrance
In a surprising move, Infiniti has even commissioned a signature scent to enhance brand experiences. The fragrance, evoking the essence of a Japanese forest with notes of Hinoki wood, sugi (Japanese cedar), and yuzu (Japanese citrus), aims to create an invigorating and calming atmosphere at brand events and retail showrooms.
Balancing Branding and Product Innovation
While Infiniti’s rebranding efforts may appear intriguing, they have garnered mixed responses from customers and dealerships. Some argue that the brand should prioritize developing a solid product plan and delivering new cars rather than investing in logo changes, sound branding, and scents. It serves as a reminder that a strong product portfolio is vital to complement brand identity and sustain competitiveness in the market.
Infiniti’s Journey of Reinvention
As Infiniti embarks on its revitalization journey, the impact of its rebranding initiatives remains to be seen. Balancing the evolution of brand identity with product excellence will be essential in determining the brand’s success in the highly competitive luxury car market.
Also Read: Interbrand Launches A New Logo To Celebrate 10 Years In India
