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July 20, 2020

Toyota in Europe introduces new brand logo

Toyota is introducing a new brand design in Europe with a reworked version of its brand logo and typography. It says the move signals a new era for Toyota as it transitions from a car company to a mobility company.

By Sam Duke

Toyota is introducing a new brand design in Europe with a reworked version of its brand logo and typography. It says the move signals a new era for Toyota as it transitions from a car company to a mobility company.

The new design has been developed for an increasingly diverse customer base that is coming to Toyota for an expanding range of mobility products and services, the new design language operates fluently across all digital and physical touchpoints.

The company says the new visual identity is driven by simplification and has been shaped by four key principles: forward-thinking, mobile-ready, more premium feel and consistency across all business units and sub-brands.

Toyota’s new brand logo distils its emblem to a simple, two-dimensional design. The Toyota wordmark has been deleted, as the emblem itself is well-known across Europe, Toyota maintains. The design therefore ‘communicates simplicity, transparency and modernity’.

The new logo will be applied across all communication touchpoints, while the current logo will continue to be used for Toyota vehicles. The current retailer signage will also remain in place and will be reviewed in the Toyota 2025 Network Strategy.

The new visual identity comes with a new, bespoke typography, Toyota Type. This, Toyota says, is multi-purposed for both on and off-line environments and marks a step-up in digital readiness as the company expands its online retailing in Europe.

Didier Gambert, Toyota Motor Europe Vice President Sales, Marketing and Customer Experience, said: “We developed the new brand visual design with ‘tomorrow’ in mind. Our focus was on enabling ever-better customer connections, allowing them to keep pace with Toyota’s rapid expansion of electrified vehicles, mobility services and online retailing. The design was re-purposed to better connect with customers across diverse touchpoints. They can experience it for the first time with the launch of the new Yaris Hybrid, the all-new fourth generation of our innovative city car.”

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