Giving shape to brand identity

Giving shape to brand identity

When you think of a designer working for a car company, the first thing that comes to mind may be a person making sketches of vehicle bodies. In reality, automotive designers work on a multitude of things - from car emblems to logos, motor show booths, dealerships, company uniforms and more. The scale and materials vary widely, but everything fits together as part of a unified brand identity.



"We design things with all sorts of different materials and sizes, but the basic idea - trying to give shape to the brand's spirit and identity - is the same,“ says Nissan designer Hiroyuki Sakurai.





【Hiroyuki Sakurai, space/brand experience designer】





【Naoki Yamamoto, car emblem designer】



Designing spaces



At Nissan, dedicated designers work on buildings and spaces such as company buildings, motor show booths and dealerships.



"We often apply elements from cars to space design,“ Sakurai says. "The Nissan Pavilion event space, where we unveiled the new Nissan Ariya electric crossover last year, incorporated elements of the Ariya's design - a contrast between tradition and innovation.“





【Nissan Pavilion】



Showcasing cars in the digital age



Designers are also increasingly inspired by the intersection of physical and virtual experiences.



"We're trying