Sunday, 15 February 2009

Evolution of Logo: Toyota Logo History

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The current Toyota company emblem pin badge, which all Toyota motor corporation employees receive upon joining the company.

Ever since its humble beginnings in Japan almost 70 years ago, Toyota has recognized how important it is to have a meaningful visual identity with strong visual impact.

Back in 1936, to coincide with the launch of its eagerly awaited first passenger car, Toyoda Automatic Loom Works Ltd. held a public competition to establish a new symbol mark to promote its vehicles. The company indicated that the new design should convey the feeling of speed. Twenty-seven thousand entrants answered the call and submitted their ideas to Toyoda.

The winning design led to a change in the name of the automobiles and plants from "Toyoda" to "Toyota." The name change made the Japanese lettering more streamlined and was also chosen because the number of strokes to write Toyota in Japanese (eight) was thought to bring luck and prosperity. The sound of the word "Toyota" was also deemed more appealing. The Model AA, Toyota's first passenger car, became the first automobile to use the Toyota name and new mark. Although no longer used on the product, the mark is still used today as the corporate emblem of Toyota Motor Corporation.

The original Toyoda mark displayed at an exhibition to commemorate the completion of Toyota's first domestically built passenger car in 1936.

The current Toyota company emblem, used only in Japan, whose introduction signaled the change of the company name. Here it adorns TMC head office in Aichi.

With its expansion overseas in the following decades, Toyota sought ways to consolidate the brand and raise international brand awareness. Although the mark "TOYOTA," in roman type, was in wide use, the lack of branding guidelines meant interpretation differed from country to country, resulting in an inconsistent global message.

In 1989, in an attempt to unify this global message, and also to clearly differentiate the Toyota brand from the recently launched luxury brand, Lexus, Toyota introduced the Toyota Mark & Logo.

The current Toyota Mark consists of three ovals: the two perpendicular center ovals represent a relationship of mutual trust between the customer and Toyota. These ovals combine to symbolize the letter "T" for Toyota. The space in the background implies a global expansion of Toyota's technology and unlimited potential for the future.

Effective visual identity must not only raise brand awareness but must also have an association with the product and corporate philosophy. It must also resonate with customers. The Toyota Mark & Logo does all these perfectly, which is why it is now recognized worldwide as being synonymous with quality, reliability and the spirit of innovation.

The Toyota Mark & Logo was introduced along with that of Lexus at the Second World Convention in 1989

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