New Logo and Identity for Toyota

Toyota Motor Europe NV/SA (TME) oversees the wholesale sales and marketing of Toyota and Lexus vehicles, parts and accessories, and Toyota’s European manufacturing and engineering operations.

The big news in this redesign is that Toyota is dropping the wordmark and using only its icon, which is meant to be taken as a bold, daring choice but, to Toyota’s credit, the icon stands perfectly on its own and its isolation does not come as a shock.

The second selling point is that the logo has gone flat but, also to Toyota’s credit, the logo doesn’t depend on the chrome effect, unlike VW or Audi where their previous chrome marks were fairly more recognizable in that style.

What we find annoying is why the top of the smaller, center ellipsis doesn't connect or disconnect more clearly to and/or from the top.

Beyond, a new sans serif and a couple of decent layouts, this all seems pretty straightforward and in a way that doesn’t move the needle to think of Toyota in any new distinctive way. Overall, the typography looks good, the red bar on the layouts is elegant, the layouts look classy, and yeah, it’s all fine.