Suzuki has unveiled an all-new look for their emblem for the first time since 2003 – or 22 years ago, a time when BlackBerry phones still dominated the world. The iconic “S” lettermark, in use since 1958, remains, but the biggest change is its new flat design, replacing the previous sculpted look.
According to Suzuki, this new logo reflects its’s newly established corporate slogan, “By Your Side”, created to reinforce the company’s commitment to “focus on the customer,” as well as new possibilities for the future. Additionally, the chrome plating of the outgoing emblem has been replaced with high-brightness silver paint to reduce environmental impact and express a shift toward a new era.
Apart from maintaining its identity with the marque’s iconic “S” emblem, Suzuki says it flattened the logo to better suit the digital age — but with brands like Apple already moving past the flat, minimal look, Suzuki may be a decade late to the trend.
Suzuki Representative Director and President, Toshihiro Suzuki, said, “The new emblem embodies Suzuki’s long-held commitment to ‘create valuable products by focusing on the customer,’ as well as our determination to take on new challenges for the future.”
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“Under the corporate slogan ‘By Your Side,’ we will continue to walk alongside our customers by providing infrastructure mobility closely connected with people’s lives, contributing to the realization of a sustainable future,” he added.
Aside from the updated silver emblem, Suzuki hasn’t indicated whether the red-and-blue version with the full Suzuki lettering will be refreshed, so it will likely remain unchanged for now.
Other than Suzuki, a few notable brands have also recently undergone a logo update, such as BMW, Audi, and Bentley. While Suzuki’s new logo is not exactly a game-changer for the brand, at least they didn’t go Jaguar-style and abandon its roots.
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