Refreshing a brand is nothing new, but it’s far from clear-cut. More than just a refreshed logo, brand identity updates often include changes to marketing materials, retail outlets, and in some cases, the product itself. But for Infiniti, it would seem their glow-up is more about evolution than revolution, including a tweaked logo, new architecture for dealerships, and the introduction of scent and sound into their new “multisensory” experience.
Are Two Logos Better Than One?
Starting with the emblem, this will be the fourth time Nissan’s upmarket off-shoot is tweaking things, with the last change occurring in 2016. The new visual identity is actually made up of two halves: a new 3D emblem that you’ll see on all production vehicles and a flat 2D version that embraces a more modern aesthetic.
For the latter, the “Infiniti” typeface is thinner, with the spacing between the letters wider. The “infinite road” logo is slimmer too, and combined with the new lettering, it is said to put greater emphasis on the horizon line.
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The new 3D element quite literally brings depth to the front of each future model, with the central road turning in on itself to highlight the never-ending depiction. What’s also new is that Infiniti is hopping on the illuminated bandwagon, with the 3D logo being accentuated by backlighting.
“While most illuminated logos are relatively flat, our designers wanted to reflect the journey toward tomorrow. We created a truly vanishing road by bending the form and lighting inward to deepen the sense of the infinite in our infinite road,” said Alfonso Albaisa, senior vice president of global design.
New Scent And Sonic Elements
We’ve often reported how important smell is to automakers, with Infiniti’s parent company even going so far as to employ someone to perfect that new car smell. Infiniti doesn’t mention if they have such a nose on their payroll, but they do, however, go into great detail about their new signature scent.
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Rather than being a whiff of something you get inside a new Infiniti, the fresh scent will be used at brand events and with optional diffusers available for dealers. It’s been blended by an unnamed Japanese “master scent designer” and is a foresty smell, incorporating hints of hinoki wood (Japanese cypress), sugi (Japanese cedar), and yuzu (Japanese citrus).
Similar to the perfume, a new sound logo has been created, as well as a master track which again will be used at future activations, in video ads, and even as dealership-hold music.
New Retail Archtecture
Infiniti is once again underscoring the Japanese origins of the brand by incorporating local philosophies into the design of its physical locations. It embraces “ma,” a Japanese way of welcoming empty spaces to ensure balance.
Future showrooms will feature a distinctive deep eave along the roofline that purposefully creates shadow and controls direct sunlight into the showroom. Inside, the showroom has been reimagined to enhance the feeling of spaciousness and support a seamless journey for the customer.
Select dealerships in the U.S., Mexico, and the Middle East will be the first to showcase the new design from this month onwards. These include locations in n Doha, Qatar; Monterrey, Mexico; downtown Los Angeles; and Georgetown, Texas. More Infiniti branches will be refreshed later in the year.
