Toyota presented its new visual brand identity in Europe, which highlights a new version of the brand logo and lettering — originally launched in 1989.
As we have seen in other brands, such as BMW or Nissan, the purpose of this reformulation is to improve communication with its customers who increasingly prefer digital and mobile, as well as marking the transition of Toyota from a car production company to a more universal one of mobility.
The new visual identity, wants to communicate “simplicity, transparency and modernity”, and to achieve this it was conceived based on four key principles: avant-garde, top-notch image, geared towards mobile, and ultra consistent across all business units and sub-brands.
It's the big trend of our days in relation to logos: flat design. In other words, in this case and others in the automotive industry, two-dimensional versions of logos that were almost always represented with the perception of volume.
The symbol of the three ellipses is identical to what we already knew, but the new version is now two-dimensional — easier to integrate and read in digital — and it also loses its association with the word Toyota, something that the Japanese brand justifies with the recognition of the symbol , “for the emblem is recognized throughout Europe”.
Subscribe to our newsletter
Coinciding with the change in the logo, other changes are being implemented, such as the identification of the Toyota Plus used program, which is now identified as Toyota Used Trust.
Didier Gambart, Vice President of Sales, Marketing & Customer Experience at Toyota Motor Europe"We developed the brand's new visual identity with 'tomorrow' in mind. Our focus was on connecting with customers even better, allowing them to keep up with the rapid expansion of Toyota electrified vehicles, mobility services and online sales. "
The European launch of the new visual identity began on July 20, but will start, at the product level, with the launch of the new generation of the Toyota Yaris.