Toyota Motor Europe Has a New Visual Identity to Position Itself for the Future

Carmaker worked with The&Partnership to modernize its look.

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Toyota Motor Europe (TME) launched a new logo and visual identity today, created with independent agency network The&Partnership, to represent the brand’s progression since its last redesign over a decade ago.

Toyota’s redesign is focused on representing its rapid expansion into new areas, including electric vehicles and online retail. The company is focused on appealing to a modern and expanding audience, with an emphasis on content for digital, that will last for years.

“As well as remodernizing the brand, we also sought to bring a more premium feeling while working hard to simplify the brand architecture and creating a design system which will be fluent across today and tomorrow’s touch points,” said Dan Beckett, head of art at The&Partnership, in a statement.

The rebranding aims to complete four tasks:

  • Appear forward-thinking
  • Create a more premium feel
  • Stay consistent
  • Design mobile-first

Perhaps most notably, Toyota acknowledged its brand recognition by removing the wordmark from...



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