Welcome to the INFINITI Core Visual Identity Guideline, created to help you communicate and execute the INFINITI brand in a clear and consistent way through all touchpoints. To be a strong brand, we have to be a consistent brand. This will result in greater trust and success for the brand in the future.
1. Introduction
Brand Promise
Brand Overview
2. Principles & Elements
Logos
Primary & Secondary Logos
Clear Space & Minimum Size
Logo Placement & Usage
Isolating the Symbol
Symbol Isolation Don'ts
App Icon
North America Legal Requirements
Don'ts
Logo Lockups
Retailer Lockups
Division Lockups
Partnership Lockups
Sub-Brand, Initiatives & Service Lockups
Color
Primary Palette
Secondary Palette
Logo Color Variations
Color Usage
Print Production
Don'ts
Typography
INFINITI Brand Typeface
Fallback Fonts
Language Support
Typesetting
Model Badges
Don'ts
Horizon Graphic
Primary Horizon Graphic
Placement on the Grid
Alignment with Logo & Typography
Horizon Graphic Variations
Using with Photography
Using with Photography Don'ts
Usage Examples
Horizon Graphic Assets
Asset Usage: Watch Outs
In Motion
Color Variations
Don'ts
Layout
Grid System
Space & Minimalism
Imagery on the Grid
Typography on the Grid
Graphic Line
Don'ts
Photography
People
Environments
The Car: General
The Car: Details
The Car: Performance
Don'ts
Icons
Icon Set
Characteristics
Construction
Dos & Don'ts
Digital Tools
Button Styles
Don'ts
3. In Use Examples
In Use: Advertising
Out of Home
Magazine
Banner Ads
In Use: Digital
Website
Social Media Banner & Profile Image
Mobile App
Presentation Template
Email Signature
In Use: Print
Business Cards
Stationery Set
Invoice, Media Info & Price List
Brochure Cover & Spreads
In Use: Swag
Tumbler
Scarf
Luggage
Employee Uniforms
Shirts
Watches
Useful & Important
Resources
Brand Promise
Power & Serenity
INFINITI promises its customers a unique take on Modern Japanese Luxury by combining Power and Serenity. In today’s busy, chaotic and unpredictable world, INFINITI offers a powerful and serene experience to empower people on the road and in life.
Our visual identity is a visual manifestation of this ambition. The horizon is the core inspiration for our graphic system. Building off of our logo’s original meaning, it takes inspiration from natural elements, and leans into traditional notions of Japanese beauty. We stand for a premium, luxurious minimalism that prioritizes the experiential over the material, and aims to provide an impression that inspires the senses.
Visual Overview
Logos
Primary Logo
Our primary logo consists of a symbol and a wordmark. Our symbol visualizes the open road, going off into the horizon. Our wordmark is spaced out to echo that horizon even more. The primary version of the logo should always be considered first when selecting a logo.
Secondary Logo
The secondary logo has a more horizontal composition. Providing us with another option for wide applications, or better alignment with text that is justified to the left.
Logo Clearspace
The logo is an important brand element and should not be crowded by other graphic elements. Maintain a minimum of 3/4x of clear space around the logo.
Logo Minimum Size
Where possible the logo should always be shown in full. However, minimum sizing rules apply. If the logo needs to be displayed smaller, please use just the symbol to represent the brand.
Primary Logo Placement & Usage
Our primary logo can be placed within a layout in a number of different ways; locked up to a corner or centered. However, not each use is desirable in each context.
Examples of correct logo placement:
Secondary Logo Placement & Usage
Our secondary logo should never be placed in the center. Its ideal placement is locked up to a corner of a canvas.
Examples of correct logo placement:
Isolating the Symbol from the Wordmark
In specific use cases, the symbol can be isolated from the logo and used on its own for further brand flexibility.
Whenever the symbol is isolated from the wordmark, it should still be positioned within the same field of vision, or in close proximity to either the wordmark or the INFINITI brand name. (see examples below).
Note: Always consult with the Global Brand Team before implementing the logo in this way.
When is it allowed?
1. The isolated symbol can be used if the audience is already familiar with the INFINITI brand (e.g. interacting with secondary brand touchpoints such as packaging, items within the dealership, etc.).
2. The isolated symbol can be used when little space is available, such as in app icons and social media avatars.
Example 1: A welcome package for a new customer. Note that the wordmark is in close proximity to the symbol.
Example 2: An INFINITI app icon. Note that the brand name is spelled out in the app name.
Isolation Don'ts
Don't isolate the symbol when trying to reach new audiences (e.g. advertising, campaigns, events, PR, etc.). Instead use the primary logo in these instances.
Additionally, don't isolate the wordmark from the primary logo. This is reserved for expressive design applications only (see Section 3. Swag).
App Icon
Because of the app icon’s small appearance and proportions, the INFINITI symbol is used on its own to represent the brand. Note that the brand name is spelled out in the app name, making this an acceptable use case.
As the color that best represents our visual identity, INFINITI Blue must be used for the app icon background.
For information about icons for Social Media channels, please refer to the Social Media Guideline.
North America Legal Requirements
Alternative versions of the logo have been created to comply with North American legal requirements: Trademark (TM), Marque de Commerce (MC), and Registered Trademark (®).
Please be mindful of the legal requirements when using the logo for consumer-facing initiatives and ensure to utilize the appropriate version.
Contact the Global Brand Strategy team and/or NNA Legal for more information.
Logo Don'ts
Don't rearrange the logo.
Don't alter the size relationship between symbol and wordmark.
Don't alter the linework.
Don't use the symbol as a letter.
Don't crop the symbol.
Don't outline the logo.
Logo Lockups
Lockups with the logo can be used in situations when we need to identify a specific retailer, division, partnership or an initiative (like a service or sub-brand) under our main brand.
For these situations, two different approaches were created, based on the Primary Logo, a horizontal or vertical line, and the accompanying elements.
Retailer Lockups
Retailer Lockups should be used globally to ensure consistency and to leverage the INFINITI brand identity. There are two approaches for Retailer Lockups: Type Based and Logo Based. Each approach ensures the INFINITI Logo is the prominent element and utilizes a vertical line for seperation.
TYPE BASED APPROACH
This approach uses our brand typeface in uppercase, alongside the primary INFINITI logo and vertical line. When using this approach, ensure 'INFINITI' is not repeated in the retailer name.
The following diagram shows short and long retailer name examples. Long retailer names can be written over two lines (maximum) if necessary.
LOGO BASED APPROACH
This approach uses a retailer logo alongside the primary INFINITI logo and vertical line. This approach should only be used if a retailer has a longstanding logo with brand equity, otherwise the type based approach should be used.
When using this approach, the retailer logo must be colorless (black or white), and optically 20% smaller than the INFINITI logo.
Retailer Lockup Don'ts
Do not repeat 'INFINITI' in the lockup.
Do not switch the order of the lockup.
Do not use colors in the dealer logo.
Do not change the type formatting.
Do not use the symbol by itself.
Do not use the old INFINITI logo.
Do not place the location under the logo.
Division Lockups
A division is a team or function acting under the INFINITI brand that is not necessarily a separate entity from the parent company.
For divisions, the vertical line approach is used by separating the Primary Logo and accompanying text content (the division name), which is set in INFINITI Brand Light.
Please consult with the Global Brand Strategy team before creating a new division lockup.
The following examples showcase divison lockups over 1,2 and 3 lines. The recommended number of lines is 2.
Partnership Lockups
A partnership is an initiative based on a collaboration or shared business activity between INFINITI and other brands, such as companies from other industries, suppliers or even dealer groups.
For partnerships, the same vertical line approach is used, always ensuring both logos are visually balanced in size.
Please consult with the Global Brand Strategy team before creating a new partnership lockup.
Sub-Brand, Initiative and Service Lockups
A sub-brand can be any kind of initiative under the INFINITI brand that has its own unique name and sometimes its own identity under our core VI. These can include customer-facing services, internal or external activities and more long-lasting activations under the main brand.
For sub-brand, initiatives and services, the horizontal line is used, with the INFINITI wordmark on top and the accompanying text below, which is set in INFINITI Brand Light.
Please consult with the Global Brand Strategy Team before creating a new sub-brand lockup.
Sub-Brand, Initiative and Service Lockup examples.
Color
Primary Palette
Our primary color palette consists of INFINITI Blue, INFINITI Gold and White.
INFINITI Blue is our dominant color, but is only used as a background color and within our Horizon Graphic.
INFINITI Gold can be used sparingly for text and graphical elements such as lines and icons, and can also function as an additional background color.
White is used as the main color for text and logo on dark backgrounds, and to provide content-heavy layouts with a clean background.
INFINITI Blue
INFINITI Gold
White
Secondary Palette
Our secondary color palette should be used only when necessary. These colors are useful in situations where we need to draw attention to something in a content-heavy layout. They are also useful tools in a digital UI environment and infographics.
Logo Color Variations
The INFINITI logo is only ever set in white or black because a lot of our primary, outward facing communications use either a dark blue background or an image background. Our logo appears most frequently in white.
Color Usage
How our color palette is best applied depends on the context of what your design will be used for. Below are three general color schemes and what they are best suited for.
BLUE DOMINANT SCHEME
For primary communications (think first touchpoints with customers such as ads or the homepage of infiniti.com) we should always use a blue dominant color scheme.
Blue functions as a background color, white is the dominant text color, gold highlights text or is used for graphic elements. Secondary colors can be used for UI elements, infographics or additional hierarchy.
GOLD DOMINANT SCHEME
For secondary communications (for when a reader or customer is already aware that they are in the world of INFINITI. Think interior pages of a brochure or deeper pages in the INFINITI website) we use a lighter color scheme with prominent whites and golds.
Gold and shades of gold can be used as background colors. White can be used as an additional background color. Black is used for text. Secondary colors can be used for small graphical elements, infographics or additional hierarchy.
WHITE DOMINANT SCHEME
Certain applications will inevitably be white-dominant, such as hard-working internal documents, text-heavy documents and designs that carry a lot of technical information. Technical limitations might also be a factor to choose for a white-dominant layout.
White is the dominant background color. Black is used for text. Secondary colors can be used for small graphical elements, infographics or additional hierarchy. Shades of gold can be used for hierarchy.
Secondary Color Usage
The secondary color palette has many use cases but should never be used in a primary way. These colors offer the INFINITI brand greater flexibility across applications by acting as a tool for functionality, differentiation, and variety in small-scale moments.
It is imperative that the secondary color palette be used sparingly.
INFINITI Gold Presence
The subtle presence of INFINITI Gold
alongside INFINITI Blue is what brings our
primary palette to life. This can be achieved in 3 ways: through the horizon graphic, buttons (when applicable) or text.
INFINITI Gold Presence: Text
Applying INFINITI Gold to text is most effectively done in the absence of the Horizon Graphic or to aid with visual hierarchy for content heavy applications. Keep in mind that by effect, the gold text recedes and allows other text to stand out.
The following diagram shows the effect of integrating INFINITI Gold through text and how it helps bring our primary palette to life and add additional hierarchy.
INFINITI Gold Presence Don'ts
Avoid making all text within an application INFINITI Gold or using INFINITI Gold text when the Horizon Graphic is being used.
Print Production: Color Guide
The new INFINITI brand colors were tested on press and the outcome was the establishing of final print standards for the primary & secondary colors, and the horizon graphics. The colors were tested on a Litho press and on Opus Dull substrate (with matte, satin and gloss coatings).
A color guidebook has been created that can be used as a reference tool as it features physical swatches of the approved print colors.
Contact the INFINITI Global brand team at global.brand@infiniti.com for more information.
Print Production: Tips
Printing colors can be a complex endeavor, but with the right partners, tools and information, it is achievable. What follows are some key points to keep in mind, best practices and a list of factors that may affect the quality of printed colors.
VALUES
The PMS, CMYK and RGB values for the brand colors are shown above. Please note that the PMS 2324C for INFINITI Gold must print at 80%.
COLOR PROFILE
The approved brand colors use the North American color profile - U.S. Web Coated (SWOP) v2. It is the printer’s responsibility to adjust artwork to the proper, required profile in order to match the printed color standards.
PRESS
It is recommended to use PMS colors where possible and to adjust artwork according to the press’ specifications.
SUBSTRATE
When printing on paper, the recommendation is to use Opus Dull with any of the following coating options – no coating, matte, satin or gloss. For printing applications such as vinyl banners, billboards etc., color may change due to substrate and print process. It is the printer’s responsibility to account for the differences in substrate and match to the approved brand colors.
INK
It is imperative that high-quality inks be used when printing the brand colors.
Best practices include:
ASSETS
Always use the correct, high-resolution asset files.
PRINTER COMMUNICATION AND ALIGNMENT
Begin communication with the printer early in the artwork process to be able to trouble shoot and address any concerns.
PROOFS
Review physical proofs when possible.
PRESS APPROVAL
Make further color adjustments on press.
Factors that may affect the way a printed color looks include:
LIGHTING
Natural light vs. incandescent can drastically change the perception of color. This needs to be considered based on the application of the printed piece and it is best to review and approve the color in that environment.
BANDING
If banding occurs in the gradient of the horizon graphic, it is the responsibility of the printer to eliminate or minimize it.
SUBSTRATE
Different substrates have unique rates of ink absorption which can affect how a printed color looks. When printing on paper, defer to using Opus Dull. For any other substate, work with the printer to ensure steps are taken to match the established print standards.
Color Don'ts
Logo should never be in INFINITI Blue.
When gold is used as the background, don't use white as a foreground color.
Don't use colors other than black or white for the logo.
Black and INFINITI Blue should never both be used as a background color within the same layout.
Black should never be dominant.
Accent color should never be dominant.
Don't use an abundance of secondary colors within a single application.
Typography
The INFINITI Brand typeface was designed exclusively for our brand, with our unique tone of voice in mind and should be used for all internal and external communications. There are three weights that all have specific uses. Note: This typeface was designed in 2016 and has not changed.
INFINITI Brand Light
INFINITI Brand Light is our primary typeface and should always be considered first when typesetting. It is used for headlines, titles and body copy.
INFINITI Brand Regular & Bold
INFINITI Brand Regular is used for small body copy and whenever the light weight becomes too thin to read easily.
INFINITI Brand Bold is used for
subheads, highlights and whenever there is a need to add hierarchy to information-dense applications.
Fallback Fonts
In situations where typeset communications will be viewed externally and the INFINITI Brand typeface cannot be embedded, use Arial Bold and Regular.
Language Support
For languages not supported in the current version of the INFINITI Brand typeface, use the specified regional typefaces for visual consistency.
INFINITI should always be written in roman alphabet, even in other languages like Japanese (e.g. in romaji, not katakana).
Typesetting
HEADLINES
Headlines should only be set in title case using INFINITI Brand Light. When used as headlines, set the line space (leading) to 100% of the text size, and apply -20 tracking to all the letters to give the headlines a more visually balanced look.
TITLES
Like headlines, titles should be set in INFINITI Brand Light. They have different tracking and leading settings though, to increase legibility at smaller scale.
SUBHEADS
Subheads are set in bold to create contrast at smaller scale. Always set them in all caps.
BODY COPY
Body copy should mostly be set in INFINITI Brand Light. However, for smaller type sizes, regular can be used for increased legibility.
INFINITI NAME
Our brand name should be set in uppercase at all times in both internal and external communications (e.g. From technology that reduces driving stress, to breathtaking design that is every bit as functional, INFINITI fuses luxury with everyday purpose).
Typesetting: In Use
The following diagram applies the typesetting principles above across a digital and print example. It's important to use our typography as intended to build brand recognition in our typeface and to create a consistent experience across all touchpoints.
Typesetting: Sentence Case
While title case is our primary approach for headlines, there are some instances where it is not appropriate to use. For headlines with multi-sentence structures, use sentence case. Or in some regions where title case is not conventional, use sentence case. In both instances headlines should end with a period.
Typesetting Don'ts
In order to build more recognition and equity in our brand font, we need to use it consistently and as intended. Avoid prominent use of INFINITI Brand Bold or uppercase typesetting. Both communicate in a tone and style that is not ideal.
Headline Linebreaks
Being mindful of the amount of line breaks can aid in achieving clean and thoughtful layouts. Avoid using more than 4 line breaks for headlines.
Headline Placement
When placing headlines on-top of photography, ensure there is sufficient contrast and that the headline is away from the focal point of an image.
Headline Placement Don'ts
Avoid placing headlines directly on top of vehicles, or over busy parts of an image.
Type Hierarchy and Placement
The following example shows how to establish a clear hierarchy for content heavy moments. As a general rule, avoid having more than 5 different sizes/styles of typography within a given application.
Model Badges
The model badges are bespoke forms designed with a common visual aesthetic. Each model is identified by vehicle type and a double-digit model number representing hierarchy within the range.
Model Badge Qualifiers
When the model year is required, a brief line of text at 1/4x can be placed as shown and set in sentence case INFINITI Brand Light. When using only the year number, scale up the text size to 1/2x.
When To Use Glyph
When the model name is used on a license plate or in visual communications that are in close proximity to the actual vehicle.
When To Use Type
When the model name is used within a headline or written as part of a sentence, the model badge should be typeset as shown on the right.
Typography Don'ts
Don't use all caps in anything other than subheads and the INFINITI name.
Don't center or right-align copy.
Don't over-track headlines.
Don't use regular or bold for headlines or large copy.
Don't right-align body copy.
Don't set body copy leading too large or too small.
Horizon Graphic
The Horizon Graphic visualizes the horizon at the end of the road and serves as an extension of our logo. It signals a sensory approach to luxury and embodies traditional Japanese notions of beauty.
Placement on the Grid
Like other elements in our system, the Horizon Graphic should always consider the grid when being placed in a layout. Please consult the layout section for more information on grids.
Alignment with Logo and Typography
When using the Horizon Graphic in a layout, always consider its position in relation to the logo and typography. We can reinforce its meaning by locking it up with the logo or a singular typographic message.
When locking the logo up with the Horizon Graphic, make sure the horizon line aligns with the top of the wordmark and the end of the road in the symbol.
Short, simple messages such as headlines can be aligned with the Horizon Graphic as well.
Horizon Graphic Variations
The following Horizon Graphic variations can be used as alternatives to the primary version when needed. Each variation retains our signature blue and gold color scheme.
LEFT ALIGNED
The left aligned variation may be more suitable depending on the placement of the logo, typography, or photography in layout. Use accordingly. (Note: Simply flip or mirror the Horizon Graphic asset to achieve this).
CENTER ALIGNED
The center aligned variation is most suitable when an application is very tall and narrow. See usage examples. (Note: This is a seperate downloadable asset).
FULL BLEED
The full bleed variation can function more as a background. It retains the essence of our Horizon Graphic but is a less distinct expression, so it should be used sparingly. (Note: Simply crop the Horizon Graphic asset at the bottom of a layout to achieve this result).
Using with Photography
Our Horizon Graphic can be used together with imagery. Please always consider the context, layout and positioning when combining these elements.
Using with Photography Don'ts
When using with photography, ensure that the Horizon Graphic doesn’t blend into the photography. It should be very clear and noticeable.
Don't overlay the horizon graphic on top of photography.
Aligning it to the horizon is too literal. The Horizon Graphic should feel abstract and sensorial.
The sharp contrast between the blue foreground and light source is lost, making the Horizon Graphic indistinguishable.
Usage Examples
These examples demonstrate correct usage of the Horizon Graphic assets.
Horizon Graphic Assets
The Horizon Graphic assets are exported as high resolution PNG files at various proportions to suit various applications sizes and needs.
When using the Horizon Graphic, there are two important things that need to be executed:
1. The graphic is used edge-to-edge.
2. The graphic fills the entire frame of an application.
This will ensure both consistency of how the Horizon Graphic is used, but also limit production issues.
The variety of asset dimensions ensures the entire frame is covered within an application, regardless of where the Horizon Graphic is positioned. If the entire frame is not covered, a different asset should be used.
Asset Usage: Watch Outs
It’s important to ensure the Horizon Graphic assets cover the entire frame of an application, especially in print applications. Not doing so could create unintentional banding at the top, bottom, or sides of an application due to color profile mismatches.
Dynamic Horizon Graphic
A moving version of our Horizon Graphic can be used in digital applications.
The Dynamic Horizon Graphic should be paired with short, simple messaging (e.g.: headlines, etc.). Text should bottom-align to the horizon. The aim of these moments should be to draw attention and add visual interest to a design.
An overabundance of text, color or CTAs are not to be used on the Horizon Graphic. The graphic should have enough space to breathe in order to feel purposeful.
The dynamic Horizon Graphic, when featured on INFINITI websites, is created using code in order to avoid impacting site speed metrics.
Dynamic Horizon Graphic In Use
The Dynamic Horizon Graphic, a subtle animated version of our Horizon Graphic, can be used in digital applications to provide added visual interest and dynamism. There are 3 different ways in which it can be used: with a logo, without a logo, or with messaging. Below are some visual examples.
It is encouraged to use the Dynamic Horizon Graphic in the simplest and purest way for the most impact. Avoid using it alongside an excessive amount of copy or imagery.
STARTUP ANIMATION
As an introduction before entering an app or microsite.
DIGITAL ADVERTISING
Aligned with messaging on OOH advertising or web banners.
WEBSITE
Hero at the top of a page.
The Dynamic Horizon Graphic can be downloaded and accessed through DNA. DNA has two regional servers, so if one link doesn't work, please try the other.
Color Variations
The following Horizon Graphic color variations can be used to create a different tone and feeling. These variations retain the use of Gold, but integrate White or Secondary Gold values instead of Blue.
These should be used in secondary touchpoints, and never as an alternative to the primary Horizon Graphic. Given they use White, they are also more print friendly.
Downloadable Assets
Below are downloadable low resolution and high resolution Horizon Graphic assets at various sizes. Low resolution assets can be directly downloaded, while high resolution assets can be accesed on DNA. DNA has two regional servers, so if one link doesn't work, please try the other.
LOW RESOLUTION RGB
LOW RESOLUTION CMYK
Horizon Graphic Don'ts
Don’t use color variations in a primary way.
Don’t over or under crop the Horizon Graphic.
Don’t change the color of the Horizon Graphic.
Don’t place the logo in the light of the Horizon Graphic.
Don’t align more than 1 element to the horizon.
Don’t use a photograph of a horizon in its place.
Don't use an abundance of Horizon Graphics within one application.
Don't flip the Horizon Graphic.
Don't misalign content to the Horizon Graphic.
Don't crop the centered version of the Horizon Graphic.
Don't use the Horizon Graphic amongst a lot of visuals.
Layout
Grid System
When building a layout always use a grid as your guiding principle. The goal of our system of grids is to allow for both structure and flexibility when designing applications. This is necessary to accommodate for various amounts of information as well as varying application sizes and proportions.
Below is a set of grids that should be used to create layouts across different formats and aspect ratios.
The size of the margins is relative to the height of a cell within the grid. A max 1/2X should be used mostly, but for smaller applications such as digital banners, 1/3X can be used.
Grid Alignment
For simple applications that don’t feature a lot of content or copy, build the grid so it bleeds off the page (fit to page). For more content heavy or editorial pieces, the grid should be fit within the margins and gutters should be used (fit to margin).
Space and Minimalism
When designing layouts, it is encouraged to use empty space as a purposeful tool to achieve a minimal, premium, and clean look. Avoid the use of too many visual elements within one spread or page.
Using Imagery on the Grid
Images can be placed within the grid, spanning 1 or multiple grid cells. They can also bleed off the page. When only partially bleeding off the page, the bounding box of the image container should still align to a gridline.
Using Typography on the Grid
Each typographic element or text box should be aligned to at least 1 grid line.
Even when creating layouts on top of full bleed imagery, the grid should still be used to organize typography and other graphical content. Ensure that there is adequate contrast and that the typography doesn’t impede the imagery. The placement and typesetting of information can vary depending on what best suits the photograph used.
Graphic Line
The graphic line serves as an additional visual tool within the new INFINITI layout system. It has 2 primary purposes:
1. Provide structure and organization
(e.g. used as a header or a footer).
2. Add visual interest to layouts.
The graphic line references the look and feel of the Horizon Graphic through color that begins to fade from right to left, alluding to the concept of light.
Color variations are possible depending on the background color that is used. In instances where printing in greyscale is necessary, grey is adopted as the line color against white.
For a smooth transition, the gradient slider should be situated in the middle (50%) of both colors.
In most instances, the horizon line extends from edge-to-edge using full bleed. When full bleed printing is not possible, the horizon line adjusts to fit from margin-to-margin.
Layout Don'ts
Don't use excessively large or narrow margins.
Don't center align all content.
Don't arrange elements without aligning to grid.
Don't use vertical graphic lines.
Don't use an abundance of graphic lines.
Don't use short graphic lines.
Photography
Note: To be updated with P&S Photography
People
We spotlight people so we can visually evoke deeper emotions. It makes our brand human and is a great way to visualize the concept of ”power from within”.
— Warm, intimate and welcoming look.
— Environmental light.
— Subject is in dialogue with its environment: incorporate light and the elements as part of the photo.
— Diverse and authentic casting.
— Unique but approachable personalities.
— A human presence can be felt without a full person visible.
Environments
Cars and people don’t exist in a void. INFINITI exists in a physical world and our photography brings in a sensorial interpretation of real life places. They show where the infinite horizon can take us.
— Evoke a sensorial quality: we can almost hear, feel and smell what is going on in the picture.
— Real environments: they are not always perfectly polished.
— Our places are shown in dialogue with the elements: embracing play of light and weather.
— Show the splendor of the natural and built world and how they interact with each other and the subject matter.
— Interior shots are premium but never sterile.
The Car: General
Our cars are not mere status symbols. They enable us to explore the world and catalyse our inner strength. They are always part of a story and in relation to the people that drive them and their environment.
— We present our cars as you would encounter them in real life: part of the environment and realistically depicted.
— Make most use of environmental lighting.
— The cars don’t exist in a vacuum; we leverage the weather and texture of the environment to show our cars.
— When possible, incorporate people interacting with the car.
— Natural but dynamic compositions.
— No unnatural effects should be added in post production.
The Car: Details
Showing the design details of the car is a great opportunity to spotlight “Modern Japanese Luxury;” an experience rather than a material thing.
These photos should entice the senses.
— Special attention is given to sensorial qualities such as reflection of light and premium textures..
— Should use environmental light.
— Including a minimal, human component is a nice way to spotlight the experience of these details.
The Car: Performance
We should showcase our vehicles’ performance but be as natural as possible while doing so. In other words, we will never stage or exaggerate performance with CGI or motion blurs.
— No overtly dramatic motion blurs, long exposure times, etc. Keep things realistic.
— Show performance in real life environments.
— Use natural elements to highlight performance if applicable.
For more details about photography, such as lighting, styling, talent & wardrobe, see the Marcom Playbook.
Photography Don'ts
Avoid staging and over-directing talent and how they might normally interact with the vehicle.
Avoid images that depict talent looking arrogant and scenes that feel inauthentic.
Avoid images that are devoid of character and don’t provide insightful storytelling
details.
Avoid using depth frivolously and simply for aesthetic style and leaving elements that will complicate the image with too much information.
Avoid capturing images that are too dark or too blown out, and don’t have an
intentional role in creating a sense of drama or to help guide the viewer’s eye.
Avoid using reflections in a way that either doesn’t help guide the viewer’s eye or if they do, it’s focusing on parts of the scene in a banal way and not purposeful towards the vehicle.
Icons
Icon Set
An initial set of icons has been developed to establish a common visual style with the INFINITI brand typeface and logo. The icons have been designed to be used at both large scales (e.g. for use in infographic call-outs in brochures) and small scales (e.g. for use in digital user experiences).
Icons can be downloaded and accessed through DNA. DNA has two regional servers, so if one link doesn't work, please try the other.
Characteristics
The distinct look of our icons echoes a defining trait of our logo: the horizon crop. Combined with an elegant, single-width stroke it makes for a premium, bespoke look. Generally, only one crop is applied to the icons. However, there are some exceptions.
Single Crop
Generally aim for 1 crop when designing a new icon. Crops are always oriented either horizontal or on a 45° angle.
Multiple Crops
When icons are symmetrical in composition, multiple crops can be used to maintain a balanced look. Please do not use more than 2 crops.
No Crops
Use no crops at all when it feels unnecessary or forced. Examples: closed circles, curves, or single lines.
Icon Construction
All icons have been designed on a 48x48 grid to maintain visual consistency. When developing additional icons, ensure that the following principles are maintained for consistency:
In Use Icons
Icons are used in both digital and print environments. They provide visual meaning to information and help viewer's quickly understand what they are reading.
Icon Do's & Don'ts
All icons are drawn as linear outlines.
Sometimes icons with only 1 crop look strange or unfinished. Symmetrical icons benefit from more than 1 crop.
Prioritize simplicity over detail.
Aim for a balance between sharp and curved elements.
Icons should be universally recognized.
Avoid inset strokes (e.g. no negative shapes). Note: exception for certain icons such as Test Drive.
Digital Tools
For in-depth information related to digital tools please visit our Digital Guideline.
Button Styles
PRIMARY CTA
Primary CTAs are 16px font set in INFINITI Brand Light and utilize a solid pill shape. The arrow signals that a user will be taken to a destination within the same experience. The default version of the Primary CTA has 6 color variations and INFINITI Blue is the main color. INFINITI Gold can be used as an alternate color when an additional Primary CTA is needed next to an INFINITI Blue Primary CTA. Primary CTAs should be used for the single most important call-to-action in a page design or digital experience.
In user flows, shopping tools, forms and other progressive experiences, Primary CTAs can be in colors Secondary Blue, Warning, Error and Success. For limited use. The Success green color was developed for digital experiences and should be used for digital experiences ONLY.
INFINITI Gold CTAs are not recommended for use on INFINITI Gold 20% backgrounds and should not be used on INFINITI Gold backgrounds.
Hover state inverts the solid pill into an outlined pill with a 3px stroke and is INFINITI Blue for all default states. Disabled state is Dark Gray.
SECONDARY CTA
Secondary CTAs are 16px font set in INFINITI Brand Light and utilize an outlined pill shape. The arrow signals that a user will be taken to a destination within the same experience. The default version of the Secondary CTA is only in INFINITI Blue. Secondary CTAs can be paired with Primary CTAs or live on their own. There can be multiple Secondary CTAs in a page design or digital experience.
Hover state maintains the outlined pill, but increases the stroke to 3px and is INFINITI Blue. Disabled state is Dark Gray.
TERTIARY CTA
Tertiary CTAs are 13px font set in INFINITI Brand Light. The arrow signals that a user will be taken to a destination within the same experience. The default version of the Tertiary CTA is only in INFINITI Blue. Tertiary CTAs can be paired with Primary CTAs and Secondary CTAs or live on their own. There can be multiple Tertiary CTAs in a page design or digital experience.
Hover state adds an underline and is INFINITI Blue. Disabled state is Dark Gray.
In Use Buttons
The primary button style is used primarily for CTA’s. The secondary button style is used to compel the reader to read more.
The creative executions contained within this section are for illustrative purposes only, and may or may not be reflective of final implementation.
In Use: Advertising
Out of Home
Magazine
Banner Ads
Digital advertising formats come in various format sizes and file types. Space is often limited, so it is recommended that animation is used as often as possible to break the information over multiple frames.
In Use: Digital
Website Landing Page
Website Resource Page
Social Media Banner & Profile Image
Mobile App
Presentation Template
Email Signature
In Use: Print
Business Cards
Stationery Set
Invoice, Media Information & Price List
Brochure Cover and Spreads
In Use: Swag
When applying the identity to products rather than communication or marketing pieces, certain liberties can be taken with the brand elements to create compelling, branded merchandise.
However, deviating from the rules set out in this guidelines document is only allowed with explicit permission of the global brand team.
For in-depth information related to merchandising please visit our Merchandise Guideline.
Tumbler
Scarf
Luggage
Shirts
Watches
Useful & Important Resources
Nissan Naming Process
If you are looking to create a new customer-facing name for an INFINITI product or service, you are required to follow the official Nissan Naming process. Please consult the Naming Guideline and contact the Global Brand Strategy team before proceeding (email is below).
Nissan Validation Process
In case you intend to create a new logo under any Nissan and/or INFINITI brands, please consult the Logo Creation Process Guideline and consult with the INFINITI Global Brand Strategy team (email is below).
For any questions regarding this guideline please contact the Global INFINITI Brand Strategy team, global.brand@infiniti.com.
