After just seven years, Infiniti is updating their logo, as well as introducing their own smell and sound car auto cars
“While most illuminated logos are relatively flat, our designers wanted to reflect the journey toward tomorrow. We created a truly vanishing road by bending the form and lighting inward to deepen the sense of the infinite in our infinite road,” said Alfonso Albaisa, senior vice president of global design.
Infiniti doesn’t mention if they have such a nose on their payroll, but they do, however, go into great detail about their new signature scent.Rather than being a whiff of something you get inside a new Infiniti, the fresh scent will be used at brand events and with optional diffusers available for dealers. It’s been blended by an unnamed Japanese “master scent designer” and is a foresty smell, incorporating hints of hinoki wood , sugi , and yuzu .
Similar to the perfume, a new sound logo has been created, as well as a master track which again will be used at future activations, in video ads, and even as dealership-hold music.Infiniti is once again underscoring the Japanese origins of the brand by incorporating local philosophies into the design of its physical locations. It embraces “ma,” a Japanese way of welcoming empty spaces to ensure balance.
Future showrooms will feature a distinctive deep eave along the roofline that purposefully creates shadow and controls direct sunlight into the showroom. Inside, the showroom has been reimagined to enhance the feeling of spaciousness and support a seamless journey for the customer. Select dealerships in the U.S., Mexico, and the Middle East will be the first to showcase the new design from this month onwards. These include locations in n Doha, Qatar; Monterrey, Mexico; downtown Los Angeles; and Georgetown, Texas. More Infiniti branches will be refreshed later in the year.
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