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Infiniti rolls out new badge, brand experience — even a brand scent

Infiniti kicked off a brand refresh Thursday, showing off a new logo (and corresponding changes to its physical emblems), dealership aesthetic and what brand representatives described as elements of its "multisensory experience." Do you know what Infiniti is supposed to smell like? Well, you're about to learn.  The alterations to the logo are subtle from dead on, but as you can see from our featured image above, its physical form is far more intricate and three-dimensional. This is the fourth generation of Infiniti's signature since the brand was launched in 1989. Yep — Nissan's upscale division is 35 years old this year. Can you believe that? The most significant visual difference is the alterations to the "road" in the center of the logo. Infiniti says this was done to emphasize the notion that the road is endless — infinite, if you will. The clipped point represents the horizon. The physical badges will be illuminated, "boldly" announcing the car's arrival.  "Our aim was to subtly evolve the INFINITI logo in support of the bright new chapter that lays ahead," said Alfonso Albaisa, Infiniti SVP of global design. "Adding greater emphasis to the point where the infinite road intersects with the horizon, we are showcasing our steadfast commitment to always look forward to the future and to new horizons." The new badge will also be accompanied by a new signature scent and signature sound. The former is a blend of Japanese cypress, cedar and yuzu. The sound "creates a sense of anticipation by marrying powerful musical elements with more serene sounds to deliver a harmonious balance" and will be employed in marketing materials, advertising, dealership experiences and other consumer-facing assets.  A new architectural and interior design direction accompanies the update. The aesthetics are based on the Japanese concept of Ma — "a philosophy that considers the space between things," Infiniti said. The result looks modern, sophisticated and convincingly upscale, reminding us of a cross between a Volvo and Mercedes-Benz showroom. Not a terrible place to be.  Infiniti's new look rolls out today across its digital spaces.

Race Recap: 2013 Bahrain Grand Prix follows the template of this year and last [spoilers]

The sand, the wind, the penalties, the contact and the one crash - all of them collided to make the Bahrain Formula One Grand Prix a surprise affair from day to day and lap to lap. Oh, and did we mention the tires? Pirelli made a last-minute swap after the amusement park ride that the Chinese Grand Prix turned into with the soft compound tire, and brought medium and hard compounds to the desert. That didn't stop things from falling apart for some teams - literally - and that didn't stop the one team that seems to love the hard compound Pirelli tire.

Infiniti Q30 prototype spotted winter testing

Infiniti is the latest luxury automaker preparing to join the premium hatchback segment, and after seeing a prototype wrapped in garbage bags undergoing warm-weather testing earlier last month, we're now looking at another test mule running in the snow. Previewed in concept form at the Frankfurt Motor Show over a year ago, the Infiniti Q30 is set to share its platform with the Mercedes GLA – with which it obviously shares its proportions, but from which it will be distinguished with unique styling with trademark Infiniti design cues. It's still hard to tell much from the spy shots (heavily camouflaged as is the prototype), but their emergence at least tells us that development is continuing apace. We wouldn't take too much stock in the Volvo V60 tailing it, though: automakers often benchmark the competition, but the Q30 will more directly compete with the next V40, along with the likes of the Audi A3, BMW 1 Series and (maybe to a lesser extent) the Lexus CT 200h. Expect power to come from the same 2.0-liter four-cylinder engine used in the GLA and its stablemates as well. Production is slated to take place simultaneously in Decherd, TN, and in Sunderland, England, at Nissan Motor Manufacturing UK – one of the largest assembly plants in Europe. A QX30 crossover version better suited to rougher roads is slated to follow as well.