Nissan unveils new corporate logo to distinguish company from brand

Article by Anita Panait, on May 15, 2013

Nissan Motor Co. has unveiled a new logo aimed at making a clear distinction between Nissan the company and Nissan the brand. The carmaker’s new insignia reads “NISSAN MOTOR COMPANY,” and is accented with a blue-gray color scheme. Underneath the corporate insignia are logos for the Nissan, Infiniti and Datsun brands.

The carmaker’s corporate emblem for the past years had been a red "NISSAN," in a bold stylized font with two sassy S's. However, the carmaker’s previous insignia presented one major problem, which is how to tell when the logo stands for corporate messaging or brand messaging.

Simon Sproule, Nissan’s corporate vice president for global marketing communications, described the emblem change as a significant move, adding that people will now know whether they are talking about Nissan the company or Nissan the brand.

The logo makeover is part of Nissan's increasing fixation with differentiating the Nissan volume brand from Infiniti luxury line as well as its entry-level Datsun offering, which will debut in July in India.Late last year, Infiniti registered as a separate corporation.

Infiniti Motor Co. also unveiled its new look as the backdrop for chief executive Carlos Ghosn at the carmaker's full-year earnings announcement. Ghosn’s PowerPoint presentation was in blue-gray, mirroring the change in the corporate logo of Nissan.

According to Sproule, the emblem change has been underway for a year. Executives decided to go for gray as a way to separate it from Nissan's red, Infiniti's purple and Datsun’s blue badge. Infiniti remains the only logo that comes without a script, aimed at giving the emblem automatic visual recognition.

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