(Est. 1989) Infiniti is the luxury vehicle division of the Japanese automaker Nissan. Infiniti officially started selling vehicles on November 8, 1989, in North America. The marketing network for Infiniti-branded vehicles included dealers in over 50 countries in the 2010s. As of 2020, there were 25 markets served by new car dealers. The main markets are North America, China, and Middle East.
Designed by Bruce Mau Design (Toronto, ON)
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.
The original 1989 logo’s elegant geometry inspired our work, which emphasizes 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 tactile and evocative horizon graphic, in still and in motion, helps extend the story within the logo and adds an experiential feel across communications.
Traditional Japanese color, 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.
- Original Quote
The standout feature of the identity, for me, is the layout system animation. It elegantly demonstrates how the gradient horizon graphic—nicknamed “speckle” in the file names—can seamlessly adapt to various sizes and positions. This subtle yet effective visual cue reinforces that you are viewing an INFINITI communication piece, serving as a secondary, supporting asset to the logo. The custom typeface is also noteworthy, a thin and elegant sans serif with a slightly wide structure and angular cuts that tie it to the automotive world. It boasts excellent numerals, and the “QX” pair, a frequent model name combination, is particularly impressive.While there aren't many applications to observe—aside from the upscale motor oil container—the ones available effectively showcase the identity's simplicity. It all ultimately distills down to dark blue, gold, the speckle, the logo, and some striking photography. Overall, the design is simple and elegant, without overreaching or attempting to appear more luxurious than it is.
(Est. 1989) Infiniti is the luxury vehicle division of the Japanese automaker Nissan. Infiniti officially started selling vehicles on November 8, 1989, in North America. The marketing network for Infiniti-branded vehicles included dealers in over 50 countries in the 2010s. As of 2020, there were 25 markets served by new car dealers. The main markets are North America, China, and Middle East.
Designed by Bruce Mau Design (Toronto, ON)
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.
The original 1989 logo’s elegant geometry inspired our work, which emphasizes 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 tactile and evocative horizon graphic, in still and in motion, helps extend the story within the logo and adds an experiential feel across communications.
Traditional Japanese color, 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.
- Original Quote
The standout feature of the identity, for me, is the layout system animation. It elegantly demonstrates how the gradient horizon graphic—nicknamed “speckle” in the file names—can seamlessly adapt to various sizes and positions. This subtle yet effective visual cue reinforces that you are viewing an INFINITI communication piece, serving as a secondary, supporting asset to the logo. The custom typeface is also noteworthy, a thin and elegant sans serif with a slightly wide structure and angular cuts that tie it to the automotive world. It boasts excellent numerals, and the “QX” pair, a frequent model name combination, is particularly impressive.While there aren't many applications to observe—aside from the upscale motor oil container—the ones available effectively showcase the identity's simplicity. It all ultimately distills down to dark blue, gold, the speckle, the logo, and some striking photography. Overall, the design is simple and elegant, without overreaching or attempting to appear more luxurious than it is.
(Est. 1989) Infiniti is the luxury vehicle division of the Japanese automaker Nissan. Infiniti officially started selling vehicles on November 8, 1989, in North America. The marketing network for Infiniti-branded vehicles included dealers in over 50 countries in the 2010s. As of 2020, there were 25 markets served by new car dealers. The main markets are North America, China, and Middle East.
Designed by Bruce Mau Design (Toronto, ON)
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.
The original 1989 logo’s elegant geometry inspired our work, which emphasizes 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 tactile and evocative horizon graphic, in still and in motion, helps extend the story within the logo and adds an experiential feel across communications.
Traditional Japanese color, 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.
- Original Quote
The standout feature of the identity, for me, is the layout system animation. It elegantly demonstrates how the gradient horizon graphic—nicknamed “speckle” in the file names—can seamlessly adapt to various sizes and positions. This subtle yet effective visual cue reinforces that you are viewing an INFINITI communication piece, serving as a secondary, supporting asset to the logo. The custom typeface is also noteworthy, a thin and elegant sans serif with a slightly wide structure and angular cuts that tie it to the automotive world. It boasts excellent numerals, and the “QX” pair, a frequent model name combination, is particularly impressive.While there aren't many applications to observe—aside from the upscale motor oil container—the ones available effectively showcase the identity's simplicity. It all ultimately distills down to dark blue, gold, the speckle, the logo, and some striking photography. Overall, the design is simple and elegant, without overreaching or attempting to appear more luxurious than it is.
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