Recognizing the importance of creating new and deeper connections with its guests, Infiniti, in the midst of its transformation plan, announced a comprehensive revamp that touches every point through which a guest interacts with the brand.
During 2023, Infiniti implemented its renewal plan. Its logo, based on The Road to Infinity, was redesigned in June. Along with the new image, it has also changed the structure of its dealerships to create a multi-sensory signature that allows each person, through the music and specific scent of the brand, to delve deeper into the Infiniti philosophy.
Later, the modern Japanese luxury brand made important announcements within the framework of the Japan Mobility Expo. These announcements targeted Infiniti’s new approach to design language and its plans to electrify the majority of its portfolio by 2030.
Moving towards a more sustainable world, Infiniti introduced the Vision QX-e, a stylish, all-new electric sedan, and showcased a cutting-edge all-electric SUV. Additionally, it has been confirmed that the next generation of the flagship QX80 SUV will arrive next year, and it has also been announced that a new QX65 crossover coupe is on the horizon. All models embody the brand’s cutting-edge design language, based on the Japanese-inspired “Art in Motion”. Infiniti’s special art blend delivers products that combine evocative artistic design with powerful, elegant movement.
Infiniti’s renewal aligns with the need for continuous development and improvement to continue providing the best possible guest experience. However, true to its DNA, the brand retains elements linked to its ideology and history, as can be seen in the new logo.
Subtle development
Since its inception in 1989, the INFINITI logo has found inspiration in the endless road towards the horizon, reflecting the forward direction of a brand born to challenge convention, as well as drivers with the same attitude. The current logo is the fourth edition in the brand’s history and places more emphasis on the “endless path” and the skyline, complemented by the spaces in the Infiniti name, which clearly highlight the skyline.
A more expressive logo for future vehicles
To reflect the logo change, a new three-dimensional Infiniti logo will adorn future production vehicles, providing greater depth and expressing dynamism, movement and power. As the central visual point at the front of future Infiniti vehicles, the logo will boldly announce its arrival, with lighting highlighting the bright path towards the horizon.
Alfonso Albaisa, Senior Vice President of Global Design, talks about his first impression of the INFINITI logo and how its symbolism inspired his team to create a new three-dimensional shape. Albaisa clearly remembers the Infiniti logo on the mud model of the 1989 Q45 sedan: “I admired its simplicity and the completeness of the message represented by its graphic design. “It is rare for a logo to embody a concept as abstract and poetic as an infinite path.”
The idea of reimagining the Infiniti logo in a more literal, yet artistic, way to celebrate the new era of the brand sparked a creative spark in Albaisa and his team. “Although most illuminated logos are relatively flat, our designers wanted them to reflect the journey into tomorrow. “We created an authentic vanishing highway by bending the shape and lighting inward to deepen the feeling of infinity, on our endless highway,” he said.
With greater depth and light, the new three-dimensional Infiniti logo adds a more expressive personality to the front of future Infiniti production vehicles.
A new dynamic horizon
To complement the new logo and tagline, Infiniti created a new dynamic skyline graphic that depicts the moment of sunrise. Therefore, it uses two main colors: “Infinity Blue”, which is inspired by the midnight sky, and “Infinity Gold”, which reflects the warm early light of sunrise. The color scheme matches subtle shifting of hues to evoke a sense of natural beauty and serenity.
INFINITI always strives to show a more human side. Its latest changes guide the brand into a new era that will continue to exceed expectations and create extraordinary experiences without losing sight of the importance of human connection.
Here you can watch the video explaining all the details of the logo’s evolution
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