Infiniti Rebrand 2023

INFINITI is Nissan's luxury car brand, launched in 1989. After more than three decades, its visual identity had drifted from the horizon-led idea its cars and showrooms were already pursuing, and it needed to reconnect with its Japanese origins without becoming a heritage museum. Bruce Mau Design's 2023 identity, made alongside INFINITI Design's work on sound, scent and a new vehicle emblem, looks back to look ahead, centering Japanese heritage and the road toward new horizons.