INFINITI Looks to the Horizon with Brand Refresh from Bruce Mau Design

Tapping into INFINITI’s cultural roots, BMD helped the brand reconnect with its Japanese heritage, while adding a modern twist.

BMD has updated the logo and the wording, since its last refresh in 2018, to clarify the mark’s story - the infinite road ahead - signalling the forward-facing nature of the brand. A new expressive graphic system also conveys the notion of a horizon and sense of possibility. With a new look that unifies INFINITI’s past and present, BMD has helped the brand reclaim its place in the luxury auto world.

The first commercial for the Japanese luxury automobile INFINITI showed a flock of geese, rather than a car. It was a daring launch for a challenger brand, and an origin story BMD considered rich with possibility. Looking to reconnect with aspects of their Japanese heritage, they asked BMD to align INFINITI with its cultural roots and sensorial experience.

Bruce Mau Design focused its initial work on clarifying and strengthening the logo’s signals. A new three-dimensional emblem on future vehicles meant the 2D logo needed a refresh.

The original 1989 logo’s elegant geometry inspired our work, which emphasises the brand’s signature reference: the road ahead. The refinements are subtle but important. The mark now telegraphs the forward-facing nature of the brand and a sense of possibility.

A Fine Balance of Line and Form Tells a Unique Story Without Words

A tactile and evocative horizon graphic, in still and in motion, helps extend the story within the logo and adds an experiential feel across communications.

"BMD reconnected us with out DNA and its nature-inspired beauty" said Adrien Brennan-Ducrot, sr. manager, head of global digital customer experience, INFINITI

Traditional Japanese colour, taking its cues from the natural world, set the stage for the palette. A deep blue alongside warm gold evokes a midnight summer sky

The bespoke INFINITI font provides a distinctive communications typeface while giving the refreshed wordmark a clarity and sense of continuity..

The brand’s icons borrow their shapes and sharp lines from the distinctive notch of the logo.

BMD created a guide to INFINITI merchandise and in the process invented a few items it would like for themselves.

"BMD's evolution of the INIFINIT visual identity signals a new era for the brand" said Junpei Soyama, general manager, global brand and customer experience, INFINITI