The new Infiniti logo isn’t a radical departure from the current mark, and the changes are minor. The logo, its fourth iteration since the company’s 1989 inception, represents an infinite road fading across the horizon, and the updated emblem further emphasizes that intent. The bottom opening is wider, narrowing the outline of the road, which no longer ends at a point, putting greater focus on the horizon.
The automaker also increased the spacing of the word mark below the emblem, which it says “visually accentuates the horizon.” The company will update the logo on its cars with a new three-dimensional and illuminated emblem, with the road flowing over the horizon and into the grille.
The company’s new markings will adorn a refreshed retail experience as it reaffirms its commitment to physical retail spaces in a world itching for more online sales. It has a striking architecture that takes inspiration from Japanese design philosophies. The new spaces will open starting this month, with locations in downtown Los Angeles; Georgetown, Texas; Monterrey, Mexico; and Doha, Qatar, being among the first to feature the new retail design.
Visitors to special brand events or retail showrooms might experience the company’s new scent. Infiniti infused it with Japanese cypress (hinoki), cedar (sugi), and citrus (yuzu) wood, designed to evoke the smell a forest. The company also created a unique sound logo, which it will use in commercials, promotional materials, company videos, and as optional hold music at retailers. The sound scape combines the sound of a taiko drum, a Japanese wind chime (furin), and the human voice.
Infiniti didn’t say when we would begin seeing the new emblem on its vehicles. It’ll arrive on future models, possibly on something like the next-generation QX80. There are also rumors that the company will add a new two-row crossover to its portfolio by 2025 that could receive the 3D badge.
Source: Infiniti
