Suzuki has updated its logo after 22 years. The company has redesigned the iconic “S” for a more modern, flatter look. The new logo uses high-gloss silver paint instead of chrome plating.

Suzuki Changes Logo

This change to the logo will be seen for the first time on concept models exhibited at the Suzuki booth at the 2025 Japan Mobility Expo, which will take place from October 31st to November 9th. The company stated that the switch to a flat design is related to its desire to seize new opportunities in the digital age.

Another significant change to the logo is the removal of chrome plating. The company says this will both reduce environmental impact and highlight the brand’s entry into a new phase of development.

Suzuki’s familiar “S” symbol first appeared on October 1, 1958. Created by renowned designer Masamichi Tezeni, this logo is inspired by Japanese culture. Tezeni drew inspiration from the curves of temple roofs in traditional Japanese architecture and the sharp tips of Japanese swords.

A new corporate slogan was also announced alongside the logo. “By Your Side” expresses the brand’s desire to forge a closer bond with its customers. This modernization move aligns with Suzuki’s new strategy focused on electric vehicles and digitalization.

The silver paint and flat design, replacing the traditional chrome, signal the brand’s efforts to cultivate a more technologically advanced and environmentally conscious image. In this way, Suzuki maintains its deep heritage while transitioning to future mobility solutions and establishing a language that appeals to a new generation of consumers.