The Makers video series highlights creators reshaping traditional craft. In Episode 6, INFINITI Designer Hiroyuki Sakurai talks about his role in shaping the brand’s visual identity.
The Logo Story
Making Our Marque
We began with a single aim, to build a new type of performance luxury vehicle. We needed a logo that represented the road ahead and our pioneering spirit.
Redefining Luxury
We challenge conventional thinking. We redefine what automotive luxury means by focusing on simplicity, craftsmanship and space.
A Daring Spirit Since 1989
It Began With a Team
An elite task force formed within Nissan led by Takashi Oka and Bill Bruce. Called Horizon, their remit was to build a new type of performance luxury vehicle. A name was needed for the new venture, one that captured their pioneering spirit and forward-thinking attitude.
The Unique Spelling
The Horizon team came up with the name INFINITI. The striking spelling was chosen because it was felt the four ‘I’s represented the lines on a road. And the fact that the name started and finished with the same letter gave it a never-ending quality that summarized our ambition.
The Story Behind the Symbol
Many people have their own theory about what our symbol represents. Some believe the inverted ‘V’ represents Mount Fuji, the largest mountain in Japan. Others see a mathematical symbol for infinity. The truth is, the symbol represents what our brand stands for.
The Symbol Becomes Our Marque
Once we had our symbol, we developed a badge to adorn our vehicles. We were inspired by the Japanese concept of ‘Ma’. The result was a design which was elegant and simple, yet delivered warmth and forged a human connection.
Once we had our symbol, we developed a badge to adorn our vehicles. We were inspired by the Japanese concept of ‘Ma’. The result was a design which was elegant and simple, yet delivered warmth and forged a human connection.
Once we had our symbol, we developed a badge to adorn our vehicles. We were inspired by the Japanese concept of ‘Ma’. The result was a design which was elegant and simple, yet delivered warmth and forged a human connection.
The Very First INFINITI Badge
This beautifully detailed cloisonné badge graced the hood of our first ever vehicle, the Q45. Over the years, the intricate detailing has disappeared, but the badge has remained the largely the same.
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