INFINITI Refresh Marks New Era

Introducing INFINITI’s Evolved Visual Identity

Enhancing customer connection and delivering thoughtful hospitality across all touch points underpins INFINITI’s comprehensive refresh.

Central to the update is a new global retail architecture design, along with an evolved logo and new multisensory experience.

The new look and feel draws inspiration from the brand’s heritage and reflects INFINITI’s long-held belief that personal and rewarding experiences are more important than the car alone.

“The evolved look and feel uplifts INFINITI’s signature Total Ownership Experience and sets the scene for a bright new era,” said Asako Hoshino, executive vice president, Nissan Motor Co., Ltd. “We believe true luxury is simple, personal and memorable. These updates are targeted at delivering a deeper connection with our valued customers.”

Refreshed INFINITI logo

Since INFINITI’s inception in 1989, its logo has drawn inspiration from the infinite road to the horizon, reflecting the forward-facing direction of a brand born to challenge convention, as well as the drivers with the same attitude.

The evolved logo – the fourth iteration in INFINITI’s history – places greater focus on the “infinite road” and horizon line, complemented by revised INFINITI wordmark spacing that visually accentuates the horizon.

“Our aim was to subtly evolve the INFINITI logo in support of the bright new chapter that lays ahead,” said Alfonso Albaisa, senior vice president of global design. “Adding greater emphasis to the point where the infinite road intersects with the horizon, we are showcasing our steadfast commitment to always look forward to the future and to new horizons.”

A new three-dimensional INFINITI emblem will adorn production vehicles of the future – bringing added depth, while expressing dynamism, motion and power. As the visual focal point on the front of future INFINITI vehicles, the logo boldly announces their arrival, with illumination that elevates the bright road to the horizon.

An invigorating new multisensory experience

Experiences are always more memorable and stimulating when more than one sense is engaged. In addition to a refreshed visual identity, INFINITI’s new multisensory experience – encompassing scent and sonic elements – creates another dimension of connection with customers.

New signature scent evokes a forest

Scents can transport people to memories of places visited, as well as those they can only imagine. INFINITI’s new signature scent delivers a subtle feeling of inspiration to guests around the world, and will be used at brand events, as well as for optional diffusion within retail showrooms.

INFINITI’s new signature scent is both invigorating and calming, reflecting opposites working in harmony to deliver something even more profound. The scent evokes a forest, with hints of hinoki wood (Japanese cypress), sugi (Japanese cedar) and yuzu (Japanese citrus). The INFINITI signature scent is crafted by a master scent designer in Japan.

New signature sound leverages human voice and sounds from Japan

To capture the feeling of INFINITI through sound, the brand master track “Moment of Tranquility” serves as the foundation for a new sound (or sonic) logo, as well as for use at future consumer activations, in commercials and other promotional materials, within company videos, and as optional hold music at retailers. The signature sound acts as an aural connection, giving consumers another way to recognize, remember and interact with INFINITI.

The sound logo creates a sense of anticipation by marrying powerful musical elements with more serene sounds to deliver a harmonious balance. A taiko drum, the embodiment of human performance and power, contrasts with a soft furin (Japanese wind chime), an instrument played only by the wind, to add a layer of tranquility and refinement. True to INFINITI’s value of “Human,” the sound is anchored around a voice humming as a signal to all senses that something exciting is about to happen.