It is no secret to anyone that nowadays the logo is something more than the simple insignia with which a brand is identified. This premise has marked the changes made around this asset within the automotive industry have been a clear point of reference to which, now, Mazda joins.
In principle, it is interesting to recognize that various brands in the automotive sector have made changes to their logos both to keep their brands current and to introduce new proposals that seek to adapt to current market trends.
Earlier this year, for example, Renault announced a new corporate identity. In the same way that happened with other competitors in the segment, the French automotive brand opted for a much more minimalist design, in which it says goodbye to the classic three-dimensional rhombus, to give way to a two-dimensional rhombus formed by fine lines.
It is interesting to note that this new logo proposal is a call to nostalgia and the retro trend. With two parallel lines, the European company adopts a style similar to that which characterized the brand between 1972 and 1992, when the diamond was formed with four lines.
In this sense, now it is Mazda that could be about to present a rejuvenated logo, with a view to giving a different face to the consumer before its commitment to the electric automotive industry.
Information provided by Hatena Blog, the brand has applied for the registration of new names that appear to support the return of rotary engine models within the company.
Added to this is a new logo which seems to be inspired by the Wankel rotary propeller rotor, with a kind of triangle that frames the letter “e”, referring to the SkyActiv rotary engine.
Thus, among the names that seem to be part of the Mazda portfolio, some sound like “e-SKYACTIV R-Energy”, “e-SKYACTIV R-HEV” and “e-SKYACTIV R-EV”, which could refer to the new motorization proposal of the Japanese company.
Although so far the brand has not confirmed anything and, as we know, the registration does not force this new logo to reach the market, the truth is that given the structural changes and business models that the sector is experiencing, the arrival of a new badge could be a tangible reality in a few weeks.
In this order of ideas, the change of image makes sense, if we consider that it is the best way to maintain relevance in the market and to communicate the new plans of the brand.
From Marketing Insider Group, they indicate that a good branding can help a company to better connect with a new or modified target market, or help keep a business at the forefront of the minds of its customers.
And it is when this visual part is tied with much more strategic issues is when the redesign of a brand results in a memorable image that not only means differentiation, but also represents new business opportunities.
Let us remember that when a brand image manages to be memorable, it captures the attention of audiences 13 percent more than those whose background is only to inform, at the same time that they make consumers 7 percent more likely to know about a firm and a 6 percent more to think that the brand has better levels of innovation than its competition, according to estimates by Siegel + Gale.