BMW, which updated its logo in March, also converted to a flatter look, as did Volkswagen, which overhauled its design in late 2019. All three automakers make the case that the two-dimensional designs work better on digital platforms than the old logos, which appeared more three-dimensional. Flatter designs are widely considered to be more adaptable to a variety of screens. So, for instance, a 2D design renders about as well on low-resolution, older laptop as it does on a brand new Apple Watch.
Nissan’s new logo will be applied across all communications starting this month, including letterhead, dealership signs, social media and digital advertising. The first vehicle to be stamped with the new logo is the recently unveiled Nissan Ariya, an electric crossover. The logo will appear illuminated on the Ariya and other electric vehicles, using 20 LEDs, a number Nissan says represents the number of years between logo designs.
The design overhaul was a collaborative effort involving Nissan’s internal design team and TBWA’s design practice, known as Design by Disruption, or DXD. The Omnicom agency has long-handled Nissan’s advertising.
The overhaul began in 2017 at the direction of Alfonso Albaisa, Nissan's senior VP of global design, who tapped a design team led by Tsutomu Matsuo, deputy general manager of Nissan's advanced design department. “Inspiration was drawn from breakthroughs in science, technology and connectivity. How these have brought fundamental changes to customers,” Albaisa said in a statement. “As you can imagine, visions of digitalization started swirling in our heads.”