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The identity – designed by international consultancy The&Partnership – will be used across all internal and external brand communications. The&Partnership’s European design team is behind the work, which includes a redesigned logo, colour palette and typeface.

The&Partnership head of design Dan Beckett tells Design Week that the previous identity – not changed since 2009 – was beginning to feel “tired”. It needed to be more “premium”, “forward-facing” and better adapted to mobile platforms, he adds.

The aim of the refresh was to “build Toyota’s image as a more progressive brand” as well as “guaranteeing longevity in a digital world”. The communications had to match that ambition, according to The&Partnership. The design work started in July 2019.

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It also comes at a time of change for the Japanese car company, which is now undergoing a “rapid expansion into electrified vehicles”. At the 2020 Consumer Electronics Show in Las Vegas, U.S, Toyota announced plans for a “fully connected ecosystem” at the base of Japan’s Mount Fuji.

At the centre of the new identity is the redesigned logo, which like VW, BMW and most recently Nissan, is now a flattened, two-dimensional design. This will hopefully help it transition into a more “digital” future. Beckett says that the design team considered changing the logo’s colour to red, but that the monochrome version was more in-keeping with the brand’s “premium” aesthetic.

There are three ovals in the new logo that are combined in a horizontally symmetrical configuration. The two perpendicular ovals inside the larger oval represent the heart of the customer and the heart of the company. They are overlapped to represent a mutually beneficial relationship and trust between each other.

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The overlapping of the two perpendicular ovals inside the outer oval symbolize "T" for Toyota, as well as a steering wheel representing the vehicle itself. The outer oval symbolizes the world that embraces Toyota. Each oval is contoured with different stroke thicknesses, similar to the brush art in Japanese culture.

The space in the background within the logo exhibits the infinite values that Toyota wishes to convey to its customers: superb quality, value beyond expectation, joy of driving, innovation, and integrity in safety, the environment, and social responsibility.

The identity – designed by international consultancy The&Partnership – will be used across all internal and external brand communications. The&Partnership’s European design team is behind the work, which includes a redesigned logo, colour palette and typeface.

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