Suzuki Updates Its Logo for the First Time in Over 20 Years

Automakers are increasingly shifting from 3D emblems to flat, minimalist designs. Designers note that two-dimensional logos tend to display better on small screens, where most people interact with brands today. Suzuki has now embraced the trend, introducing its first logo redesign since 2003.

The emblem keeps the familiar “S” silhouette, virtually unchanged since 1958, but now features a smooth, flat surface with sharp contour lines around the edges. The chrome finish has been replaced by a bright silver tone resembling aluminum—a choice the company says is more environmentally friendly.

Suzuki joins a growing list of automakers that have adopted flat logos, including Volkswagen, Audi, Nissan, Mazda, BMW, Mini, Volvo, Kia, Opel, Renault, Peugeot, Aston Martin, Bentley, Lotus, Jaguar, Buick, and Lamborghini. That list is expected to keep expanding.

The refreshed badge is part of a broader brand identity push under the new slogan “By Your Side.” It will debut on concept models at the Japan Mobility Show 2025 on October 30 before being rolled out across Suzuki’s lineup. Since the proportions of the emblem remain unchanged, the new badge can also be fitted onto grilles and tailgates of existing models.

“Our new emblem embodies Suzuki’s commitment to putting ourselves in the customer’s shoes to create valuable products—our core value since the beginning—along with our determination to embrace new challenges in the era ahead,” said Suzuki President and CEO Toshihiro Suzuki. “Under our corporate slogan ‘By Your Side,’ we will continue to deliver everyday mobility solutions closely tied to people’s lives, while working together with our customers toward a sustainable future.”