Toyota revises brand emblem in Europe

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Toyota revises brand emblem in Europe

It seems to be the season for changing brand emblems with some of the global players introducing new or evolved emblems that reflect the digital age. Nissan recently debuted its new brand emblem and now Toyota is doing likewise but is using the new emblem only for Europe, not globally.

Announced by Toyota Motor Europe (TME), the brand emblem and design language are essentially reworked versions of the existing emblem and typography. The intent is to signal a new era for the carmaker as it transitions from a car company to a mobility company.

In describing the changes, TME says that the development has been ’around an ever-diverse customer base coming to the brand for an expanding range of mobility products and services’.

The new design language is ‘fluent’ across all digital and physical touchpoints. The new visual identity is driven by simplification and has been shaped by four key principles: forward-thinking, mobile-ready, more premium feel and ultra- consistent across all business units and sub-brands.

New Brand Visual Identity
At a glance, most people will wonder what the change is as the three ellipses are still in the same arrangement as they have been all along since 1990. But the emblem has a 3-dimensional appearance and the TOYOTA wordmark is usually under it. The new emblem logo for TME distils this into a simple 2-D design, with the wordmark omitted. TME is confident that the emblem itself is sufficiently well-known across Europe by now.

The current Toyota emblem (left), introduced in 1989, will continue to be used but for Europe, there will be a new emblem (right).

2020 Toyota Rush — *The current brand emblem will continue to be used for Toyota vehicles globally.*

The design is said to communicate simplicity, transparency and modernity. It is especially adapted to the digital space but equally effective in the physical world. It will be applied across all communication touchpoints, while the current emblem will still be used for the vehicles. The current signage at outlets will remain in place and will be reviewed in the context of Toyota 2025 Network Strategy.

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

In conjunction with these changes, TME’s different business areas will undergo naming changes. For example, Toyota Insurance Management is now renamed Toyota Insurance Services as its business expands with the growth of connected services and new mobility products. In the used cars area, Toyota Plus now becomes Toyota Approved Used.

“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 a diversity of touchpoints, which they can experience for the first time with the launch New Yaris Hybrid, the all-new 4th generation of our innovative city car,” said Didier Gambart, Vice-President, Sales, Marketing & Customer Experience, Toyota Motor Europe.

Toyota’s has had three main brand emblems over 85 years. The one on the left had the original name and was registered in July 1935. However, a year later, the brand emblem was changed to one which had the name ‘TOYOTA’ in Japanese kanji characters (centre). This would be used for many years and while there were some other emblems used, the next major new one was introduced in 1989 (right) which remains in use up till today.

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