Many believe the INFINITI logo is designed to look like Mount Fuji, the largest mountain in Japan – paying homage to the marque’s Japanese heritage – while others see it as a lemniscate, the mathematical symbol for infinity. However, the famous symbol is tied closely to the ethos and foundation of a luxury brand built to challenge convention, value human connections, and focus on the endless possibilities of the road ahead.
The metallic oval of the INFINITI symbol features two dynamic lines converging in the center, symbolizing elegance, the ‘infinite road’ and the vanishing point of a straight road over the horizon. The horizon is sentimental as the brand aspires to new horizons in the automotive industry. Together with its customers, employees and retailers, INFINITI looks to travel the open road toward infinity.
In addition, the brand’s name plays a crucial part in its philosophy. In 1989, when INFINITI was founded and introduced with the Q45, the architects of the marque saw symmetry in the four ‘I’s of the company’s name, fitting its artistic vision and commitment to dramatic design. However, the four ‘I’s go beyond symmetry, reflecting the brand’s essence and where it is heading, while keeping all ‘I’s on the future.
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