TOKYO: Mazda looks set to unveil a new logo design, in tune with a broader trend among automakers towards flatter, minimalist branding.
This change, revealed through a recent trademark filing in Japan, marks a significant step in Mazda's ongoing effort to rebrand itself as a more upscale automaker.
The new logo retains the familiar winged "M" at its centre but features a more angular design and a perfectly circular outer ring, departing from the current slightly squared-off look.
This updated emblem follows the modern trend of simplifying logos for better digital reproduction, which has been adopted by several other car manufacturers, including BMW, Audi, and Cadillac.
Mazda's current logo, in use since 1997, has seen only minor tweaks over the years.
The current 3D-look of the Mazda logo.
The latest redesign aims to reflect the brand's transition from its former sporty, youthful image—epitomised by the "zoom zoom" tagline—towards a more sophisticated and luxury-oriented market. This shift is seen in recent models like the CX-90 SUV, which emphasizes style and premium features.
The new logo's debut might have already occurred subtly. The Mazda Arata concept SUV, showcased at Auto China 2024 in Beijing, featured an illuminated badge closely resembling the newly trademarked design.
This has led to speculation that the new logo may initially be used in Mazda's joint venture with Chinese automaker Changan, though it is more likely to be part of a global rebrand.
In the past five years, many automakers have adopted a flat logo design to meet the demands of digital platforms and a minimalist aesthetic favoured by the luxury market. Mazda wants to follow suit to change public perception of the brand.
While Mazda has yet to confirm when the new logo will appear on its vehicles, the trademark filing suggests the rollout could begin within the next year.
