Report: Mazda Launching ‘Updated’ Logo
Mazda has apparently updated its logo for the first time in nearly three decades. However, the changes being made are the now-familiar minimalist approach taken by loads of other automakers in recent years.
In an effort to make their emblems more optimized for smartphones and tablets, loads of companies have introduced flat versions of their corporate logos. Occasionally, this has resulted in significant alterations. For example, General Motors gave their iconic logo softer edges and used a lower-case font for reasons I’ll never understand. But the recipe typically involves just issuing a monochrome version of the preexisting logo — which is what Mazda has allegedly done.
Based on a report from Japan’s Nikkei, the company could make a formal announcement about the change before the end of the month. There was even speculation that a press release would drop later today. But that doesn’t appear to have happened yet.
The real question is whether or not the new emblem (above) will eventually grace production vehicles. Some companies (e.g. Kia, Volkswagen, Nissan) are currently migrating their flat logos from marketing materials over to the vehicles, gradually replacing the older version. But others have continued to stick with their traditional designs wherever physical products are concerned.
Nikkei suggested the new Mazda logo would be used in tandem with the older one (below). There was also some speculation that the updated emblem could be reserved for all-electric vehicles.
All we know for certain is that the automaker trademarked the new logo with the Japan Patent Office in 2024 and that reports have the rationale for the design being that it looks better on smart phones. It’s almost a perfect silhouette of the old logo. However, upon closer inspection, we can see that the lines are slightly less curvaceous, particularly on the bottom edge of the gull wings.
[Images: Mazda; Japan Patent Office]
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Consumer advocate tracking industry trends and regulations. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied, he pivoted to writing about cars. Since then, he has become an ardent supporter of the right-to-repair movement, been interviewed about the automotive sector by national broadcasts, participated in a few amateur rallying events, and driven more rental cars than anyone ever should. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and learned to drive by twelve. A contrarian, Matt claims to prefer understeer and motorcycles.
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Flat logo is just cheaper to make. Save 10c. Good job!!
Companies that spend a fortune redesigning their logos need to keep their marketing department busier or cut staff. Never in history has a new logo sold more products, but it is a very expensive exercise.
At one company I worked for, they spent millions changing their logo four times in two years. The head of marketing was the CEO’s third wife. Just sayin’.