The surprising reason why Suzuki is changing its logo

Suzuki is making an unexpected shift. After more than two decades, the Japanese manufacturer is modernizing its iconic S.

But behind what may seem like just a simple touch-up, the first in 22 years, lies a deeper ambition for Suzuki beyond aesthetics. The brand claims this change will help reduce the environmental footprint of its vehicles!

The “S” retains its recognizable shape, but now adopts a more fluid and contemporary line. It is more visible on screens and in digital media, and especially much easier to integrate into a digital environment. It reflects the brand’s adaptation to an era where customer experience plays out as much online as it does on the road.

We no longer communicate today as we did 22 years ago

The most notable transformation concerns the material. Previously covered in chrome, the logo now receives a silver treatment. This decision is far from trivial. Chroming processes are known for their ecological impact, both in energy consumption and chemical waste. By opting for this raw metallic finish, Suzuki embraces a bit of environmental consciousness.

This graphic evolution is accompanied by a new message: “By your side”. The revised logo will be unveiled on the concept cars at the Japan Mobility Show 2025, providing a preview of the brand’s aesthetic and technological directions.

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For Toshihiro Suzuki, president of the company, this logo embodies “Suzuki’s commitment to creating quality products while respecting the environment. Our desire to offer innovative and sustainable mobility solutions.”

With this redesign, Suzuki is not just modernizing its image: the brand is clearly anchoring its signature in the era of ecological responsibility and digital design.

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