MAZDA's trademark application for an updated logo has been approved, showcasing Mazda's rebranding for more luxurious models. The automaker aims to shift away from a youthful audience to attract a more sophisticated demographic. Most of us remember Mazda 's "Zoom-Zoom" commercials in the early 2000s, showing children pretending their pedal cars were fast like Mazda.
It showed the company's target audience was younger, sportier, joy-ride-loving individuals. A trademark application was approved for the automaker in Japan shows the company is breaking away from that branding. The new logo still shows the "V" within an oval, but instead of a shiny chrome, the logo is monochrome.
Read More about Mazda The previous logo was squared off, while the new one is rounded. Mazda also did away with the three-dimensional look for the flatter look. As Car & Driver reported , the logo's application was approved in Japan, without mention of the logo being used in the US.
The outlet suspected the logo was to be used in Japan or China, as the automaker recently joined ventures with Changan, a Chinese manufacturer. Most read in Motors It was also noted that new vehicles, like the CX-90 , show the company testing the water for more "luxurious" design languages. A flatter, more angular logo is better suited for digital displays, like infotainment systems and digital gauge clusters, wrote Motor Authority .
The logo being redesigned first debuted in 1997, with the V-shaped wings symbolizing growth and improvement within an oval with squared-off edges. Like many automakers, Mazda's origins came from humble beginnings. In 1931, "Mazda" was the Toyo Kogyo Co.
, Ltd., and they primarily processed cork. That year, the company created the "Mazda-go," which was a motorcycle on three wheels with a trunk.
The name "Mazda" comes from Ahura Mazda, the god of harmony, wisdom, and intelligence in Western Asia. Ben Shimkus, an automotive journalist for The U.S.
Sun, test-drove the CX-90. Here are his thoughts: The CX-90 is a supple and luxurious SUV with a not-so-premium price tag. My tester was efficient, well-powered, and extremely handsome.
On the outside, the CX-90 is aggressive, yet classy. There are very few body sculpting lines on the side, minus a bulge above the rear wheels. A lifted rear and a sloping, elongated hood give the large-bodied car the appearance of a cat ready to pounce.
But inside, warm colors pair with an opulence that feels more luxurious than it's sub-$60,000 as-tested price tag. A plug-in hybrid drivetrain powers the car - but Mazda offers an internal combustion-only version for less money. I averaged 27 mpg, which is quite good for a car of this size.
I would recommend splurging on the battery-paired version. The car is most exciting when the battery is charged. Mazda replaced the popular three-row CX-9 in favor of this even larger platform in early 2024.
To me, this feels like a winning substitute. As fate would have it, the company owner's name was "Matsuda," which sounded very close to Mazda - so the company chose to stick with Mazda as the company name to honor the owner. It also seemed to fit with the company's vision of harmonizing with Eastern and Western cultures, according to Mazda's history webpage .
The logo has changed six other times between now and 1934, showing the company's ambitions to change with the times. Read More on The US Sun Car & Driver assumes the next model year of vehicles from the automaker will bear the updated logo. However, nothing has been confirmed by the automaker.
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