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Making Our Marque

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Making Our Marque

Making Our Marque

We’ve always been different. What sets us apart is a belief that our drivers are more important to us than our cars. From vehicle design to customer service, we put you first. That’s why our symbol suggests we’re always looking ahead, anticipating your every need.

  • The Infinite Road
  • The Story Behind the Symbol
  • The Symbol Becomes Our Marque
The Infinite Road

The Infinite Road

We’ve always pushed beyond the status quo. Our symbol conveys a feeling of forward motion.
A belief in the infinite possibilities of human ingenuity. A never-ending journey into the future.

INFINITI logo on the rear of a red vehicle

“Our symbol embraces the principles we've always envisioned.”

Original INFINITI team member

Original INFINITI team member

Original INFINITI team member

Man loading a bicycle onto an INFINITI vehicle.

Human-Centric

Our vehicles must always address people’s true needs. We use design and technology to make every journey exhilarating, convenient and safe.
A woman driving in her INFINITI vehicle

Redefining Luxury

We challenge conventional thinking. We redefine what automotive luxury means by focusing on simplicity, craftsmanship and space.
A little kid pulling the handle on a blue INFINITI SUV

Forward-Thinking

INFINITI is built on a promise to put the customer first. We’re always looking ahead, trying to anticipate your every need – not just on the road, but in life.

A Daring Spirit Since 1989

INFINITI's founding members, Takashi Oka and Bill Bruce

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.

INFINITI brand on black background

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.

A paintbrush drawing the inverted

“Once we saw the logo, it really embodied how we felt.”

 

Original INFINITI team member

The INFINITI logo in silver

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.

  • Explore Design
The INFINITI logo with cloisonné detailing on a black background

Our Marque Over the Years

The INFINITI logo on a double-arch grille design

Dramatic Front Grille

The legendary FX series featured the INFINITI marque on a double-arch grille design, influenced by Japanese bridges.

The INFINITI QX55 rear trunk opening marque

Trunk Opening Detail

The QX55 is our latest performance-inspired coupe. At the rear, the INFINITI marque also doubles as a discreet way to open the trunk.

The INFINITI Q INSPIRATION concept with a 3D logo marque

An Expression of Energy

The Q INSPIRATION Concept from 2019 had a unique 3D INFINITI marque set into a textured front grille.

The INFINITI QX60 logo on the Japanese signature grille

Japanese Origami Influence

The QX60, launched in 2022, has the marque set into the signature grille. The mesh design was influenced by Japanese Origami.

Padma Lakshmi standing on a balcony, looking out at a new dawn, inspiring the world of INFINITI

The New Dawn

We partnered with Architectural Digest, a leading name in the world of design, to create a film that explores how Japanese design inspires everything we do at INFINITI.

We partnered with Architectural Digest, a leading name in the world of design, to create a film that explores how Japanese design inspires everything we do at INFINITI.

We partnered with Architectural Digest, a leading name in the world of design, to create a film that explores how Japanese design inspires everything we do at INFINITI.

  • Watch the Film
An INFINITI Japanese craftsman inspecting his work

Elegance and Simplicity

the makers series

We’ve long been inspired by traditional Japanese design and crafts. In ‘The Makers’ series we follow a selected group of creators from whom we draw inspiration. Find out how they’re embracing new materials and techniques to redefine traditional crafts and architecture.

We’ve long been inspired by traditional Japanese design and crafts. In ‘The Makers’ series we follow a selected group of creators from whom we draw inspiration. Find out how they’re embracing new materials and techniques to redefine traditional crafts and architecture.

We’ve long been inspired by traditional Japanese design and crafts. In ‘The Makers’ series we follow a selected group of creators from whom we draw inspiration. Find out how they’re embracing new materials and techniques to redefine traditional crafts and architecture.

  • Discover the Series

View Our Latest Vehicles

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All Vehicles
2023 INFINITI Q50 Q50 2022 INFINITI Q60 Q60 2023 INFINITI QX50 QX50 2023 INFINITI QX55 QX55 2023 INFINITI QX60 QX60 2023 INFINITI QX80 QX80
Sedans & Coupes
2023 INFINITI Q50 Q50 2022 INFINITI Q60 Q60
Crossovers & SUVs
2023 INFINITI QX50 QX50 2023 INFINITI QX55 QX55 2023 INFINITI QX60 QX60 2023 INFINITI QX80 QX80

Continue Exploring

Hands on steering wheel in the 2022 INFINITI.

What Drives Us

From the very beginning, we had a vision – whatever we did, from vehicle design to customer service, we would always put you first.
  • Explore What Drives Us
Interior view of the INFINITI steering wheel and touchscreen technologies

INFINITI IQ Technologies

On-board technologies ensure our vehicles offer exhilaration, tranquillity and the on-board safety systems will make you glad you’re in an INFINITI.
  • Explore Technologies
Front view of two INFINITI vehicles driving side by side

Our History

We set out to create a new kind of luxury automotive brand, one which was a perfect blend of power, performance and artistry. We’ve never strayed far from our roots.
  • Explore History
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