The Japanese automaker has refreshed its emblem for the first time in 22 years, flattening the letter “S” and replacing chrome with silver. The company will be attending the Japan Mobility Show in Tokyo, Japan on October 31 – November 9, 2025, and says you’ll be able to see the new badge on all display cars.
The reasoning behind the logo update is that digital era comes with “new opportunities”, such as the ability to replace gaudy and nature-harming chrome with far less polluting high-reflectivity paint. By agreeing not to use harmful substances in cars, Suzuki hopes to proceed to its “next milestone.”
The S badge has been in use since October 1, 1958. It was originally designed by famous Japanese designer Masamichi Tezeni, who said he drew inspiration from temple rooflines and blade edges.
The company has simultaneously updated its marketing motto, which now says “By Your Side”. It hasn’t yet revealed whether there were any other brand identity changes. Red and blue remain Suzuki’s primary brand colors, the former referencing Japan as a whole and the latter the waters surrounding Suzuoka Province, the place the company originated from.
