Box drives Nissan brand towards global position

The UK arm of Japanese car giant Nissan is undergoing a major rebranding, as part of a global repositioning of the company.

Buckinghamshire consultancy Box Design has been appointed to work on the existing logo. Originally created by international ad agency TBWA in 1998, it has since been modified twice.

The revised identity will be launched officially at the manufacturer’s stand at the London Motor Show in mid-October.

Nissan UK brand design promotions manager Tony Cutler says, “We are currently exploring how we can implement and improve the corporate identity and how it can work with existing and new elements in conjunction with Nissan Europe.

“Nissan has always done the technical things well, like building reliable cost-effective vehicles, but its image has been in need of a bit of direction as the brand has had very little definition.”

Box head of design Natalie Spearing says, “We are very excited to be involved with Nissan and look forward to helping affect the direction of the Nissan brand.”