The original Infiniti name and visual identity was created by Lippincott in 1989, just prior to the development of Infiniti’s first luxury vehicle.
"The new visual identity clearly communicates the distinctive essence and personality of the Infiniti brand. Better yet, the refinements we have made bring it into alignment with the artful expression of graceful power found in the Infiniti vehicle design language."
Director of Corporate Brand Management and Research, Nissan USA
- To clearly communicate the brand’s distinctive essence
- To align the visual identity with the vehicle’s design language
- Reviewed existing research
- Interviewed important external and internal audiences
- Conducted an extensive audit of all communications materials
- Refreshed the logo, altering the brand symbol to make it more fluid with a finely crafted quality, and refined the word mark to make it more balanced
- Developed new primary brand colors, silver black and white, and a new accent, violet, to be used with a support palette of warm neutral tones
- Applied all elements of the new visual system across a wide array of media applications
- Developed guidelines to ensure its effective application