The overall shape remains intact but the chrome plating and the heavy contours are gone
We live in a time when smartphones and social media shape the way brands present themselves, and shiny 3D badges are gradually being retired. The latest to join the flat-logo movement is Suzuki, introducing its first redesign since 2003.
More: Mazda’s New Flat Logo Breaks 28 Years Of Tradition For The Smartphone Era
The emblem still carries the unmistakable “S” silhouette that has barely changed since 1958. What’s new is a smooth, flat face with fine contours tracing the edges. The glossy chrome finish has also been replaced with a “high-brightness silver” that resembles matte aluminum. Suzuki notes this choice is more environmentally friendly.
Digital Age Appeal
Design analysts point out that simplified, two-dimensional logos tend to display better on small screens, which is where people interact with brands most often today. Yet detractors argue that flattening these symbols strips them of the depth and physical presence they once had in the real world.
Suzuki is far from alone in this change. Over the past several years, a long list of manufacturers have embraced the same philosophy, including VW, Audi, Nissan, Mazda, BMW, Mini, Volvo, Kia, Opel, Renault, Peugeot, Aston Martin, Bentley, Lotus, Jaguar, Buick, and Lamborghini, although we probably forget some.
First Sightings On Cars
The company confirmed that the refreshed badge is part of a broader brand identity push under the “By Your Side” slogan. It will first appear on concept models set for unveiling at the Japan Mobility Show 2025 on October 30.
From there, the new look will be phased in across Suzuki’s global lineup. Since the emblem’s proportions remain unchanged, it can be seamlessly fitted to grilles and tailgates of existing models, without waiting for an update cycle. The most recent model in Suzuki’s portfolio is the Victoris SUV, introduced for the Indian market.
Suzuki President and CEO Toshihiro Suzuki explained the brand’s motivation behind the update:
“The new emblem embodies Suzuki’s commitment to ‘putting ourselves in the customer’s shoes to create valuable products,’ which has always been a core value, as well as our determination to take on new challenges in the coming era. Under the corporate slogan ‘By Your Side,’ we will continue to provide infrastructure mobility that is closely tied to everyday life, moving forward together with our customers and contributing to the realization of a sustainable future.”
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Thanos Pappas, a product design engineer by trade, has been wading through automotive journalism for… Read full bio

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