Toyota unveils new logo
- Toyota Motor Europe is introducing a new brand logo and a new visual identity
- The new logotype and visual design are in keeping with the era of digitalisation and the dominance of mobile devices
- The rollout of Toyota's new visual identity will take place alongside the premiere of the new Yaris
Why is Toyota changing its logo?
Toyota Motor Europe is introducing a new visual identity, including a new version of the company logotype as well as new typefaces and typography. In this way, Toyota signals its transformation from a car manufacturer into a provider of broadly defined mobility. The new design was developed with increasingly diverse customers in mind, whom Toyota is winning over as it continually expands the range of its mobility products and services. The visual identity ensures consistency both across all kinds of screens and mobile devices and on physical objects and surfaces.
Four principles of the new design
Toyota's visual design being introduced in Europe was developed with clarity and simplicity in mind and is based on four fundamental principles. These are: looking to the future, synchronisation with mobile devices, a premium-class experience and consistency across all departments, business units and sub-brands.
The new Toyota brand logo gets a two-dimensional design with no "Toyota" wordmark. Keeping the brand name in the logotype is not necessary because Toyota's emblem is well known throughout Europe. The new logo is simple, clear and modern. It has been perfectly adapted to the digital space while looking equally striking in the physical world. The new logo will be used in all forms of communication, while the current emblem will still be fitted to cars. Toyota will retain the existing visual identity of its dealerships in Europe. However, it will be reviewed in light of the new strategy for Toyota's dealer network for 2025.
New logo and business name changes
The new Toyota logo – a design without a wordmark
The new Toyota logo – a design without a wordmark
The visual design now being rolled out includes new unique typography and a specially developed Toyota Type font, adapted to every possible online and print application. This will facilitate the brand's development online and the building of an online sales system on the European market.
New identity at the Yaris debut
The new logotype increases clarity and unifies Toyota's visual identity across its various areas of activity. For the same purpose, Toyota is changing the names of some of its business units. Toyota Insurance Management becomes Toyota Insurance Services, which is better suited to continually evolving online and mobile services. The used-car sales programme Toyota Plus is renamed Toyota Approved Used.
"We developed Toyota's new visual identity with the world of tomorrow in mind. We focused on continually developing contact with customers so as to inform them as effectively and promptly as possible about Toyota's rapid development in the most important areas – electrified cars, mobility services and online sales. The new design was developed to make it easier to reach customers across many different points of contact with the brand. We will encounter it for the first time on the occasion of the premiere of the innovative compact hatchback, the fourth-generation Yaris Hybrid" – said Didier Gambart, Vice President of Sales, Marketing and Customer Experience at Toyota Motor Europe.
Summary
Toyota Motor Europe is introducing a new visual identity, signalling its transformation from a car manufacturer into a mobility services provider. The new logo is a two-dimensional emblem without a wordmark, intended to be simple, clear and well adapted to mobile devices. The changes also include a new Toyota Type font and the rebranding of units – Toyota Insurance Management has become Toyota Insurance Services, and Toyota Plus has become Toyota Approved Used.
The rollout of the new identity will take place alongside the premiere of the fourth-generation Yaris Hybrid. The current emblem will remain on cars and in dealerships, which await review in the context of the 2025 strategy.
