Nissan unveils more than new vehicle. It has new corporate logo

Ariya electric crossover is first to wear automaker’s new badge

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Chief executive Makoto Uchida introduces new Ariya and Nissan logo | Nissan photo

While it was unveiling its new Ariya, its first all-electric crossover utility vehicle, Nissan also showed its new automotive logo.

“Symbolizing the company’s dedication to keep innovating for new generations of customers, it will adorn coming Nissan models as they’re introduced or refreshed,” the automaker said.

“The new logo looks to the future while staying proudly connected to the company’s rich heritage and tradition of innovation. The company name remains at the center of the logo, communicating an instantly recognizable brand that evokes past milestones and memories while also conveying evolution.”

Meanwhile, it added, “The Nissan Ariya opens a new chapter in our history as we begin our journey of transformation in our business, in our products, and in our culture,” said chief executive Makoto Uchida. “It defines what matters to Nissan, represents what we stand for, and embodies the essence of who we are: a passionate, innovative challenger.”

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A former daily newspaper sports editor, Larry Edsall spent a dozen years as an editor at AutoWeek magazine before making the transition to writing for the web and becoming the author of more than 15 automotive books. In addition to being founding editor at ClassicCars.com, Larry has written for The New York Times and The Detroit News and was an adjunct honors professor at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.

12 COMMENTS

  1. Why do automakers continualy waste their time and money fixing things that aren’t broken. First it was Cadillac removing the wreath surrounding their emblem and now this ridiculous effort to justify the change with futuristic hyperbole. I liked the old logo. Fire the executive who authorized
    this misguided effort to juice their press releases.

  2. It is to state they got wise and are getting rid of the Fiat fiasco products and do good vehicles like they used to make.

  3. Well I wasn’t at all interested with that old logo, but now with the letters being the same color as the circle lines, well now I just can’t resist.

    • My condolences on the loss of your wife and daughter, that said, what did the logo have to do with their death(s) ? I am curious as to what happened…………

  4. Would prefer seeing Nissan’s resources used to once and for all do whats necessary to legitimately compete with companies like Honda and Toyota. Always seem to lag behind. Recent Altima and Sentra updates are great but more timely launching of new versions of more important models like Rogue, Pathfinder & Armada SUV’s would be more logical use of resources. Suspect Carlos Ghosn scandal impacted new vehicle timeline. That said, I doubt many consumers will actually recognize any real difference between old and new logo.

  5. As an attorney I represent many graphic artists and other folks who create logos for companies big, small and in between. This new logo is really lame. I am not a fan of the company but I can be objective about the subjects like logos that I deal with.

    It is not eye catching, has no discernible symbolism nor does it indicate that the company makes cars. The logo is just as suitable for a company that sells rubber hoses or cheap stereos.

  6. By far the worst “new” car I ever drove was a Nissan Versa – a rental with 8k on it. Could not go up hills with the A/C on and it was 90 degrees. I drove 800 miles in one day. When I brought it back to Budget, I politely told them, “worst car I have ever driven”. Him: “We get that all day long. We will take 25% of your bill…I take it you went somewhere where the road wasn’t flat”? “Yes. Mountains/hills in NC” Him “I would not let you have taken that car for anything but local suburban type driving”. The car should never have left the plant. Driving a Geo was like driving a Rolls compared to the Versa.

    That was a 2015 and my mechanic says the new ones are almost as bad. The You Tub video was so fantastic I think I will go out and buy two.

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