Lexus is the luxury vehicle division of the Japanese automobile giant Toyota Motor Corporation. First introduced in the US and Canada in 1989, it is the largest selling luxury car brand in both America and Japan. Lexus is now sold in over 70 countries across the world.
The company, with its global headquarters in Nagoya, Japan, is one of the ten biggest Japanese global brands in market value.
DESIGN ELEMENTS, HISTORY AND EVOLUTION OF LEXUS LOGO
Shape of the Lexus Logo
The Lexus logo is one of the most memorable and instantly recognizable car logos in the world. The story behind its making is equally compelling and interesting. It involves the creative team at the renowned New York-based brand consultancy Lippincott & Margulies which was hired by Toyota in 1986 to come up with a brand name for the company’s then newly-formed luxury vehicle division. Several names were proposed by the firm – among them Verone, Chaparel, Vectre and Calibre were given a serious thought – but the name “Alexis” was eventually favored above all others. “Alexis” was then reduced to “Lexis” and later evolved to “Lexus”.
The Lexus logo was designed by Molly Designs and Hunter Communications. The highly stylized design comprises of the initial “L” encircled by an oval in a steel gray finish. Some Toyota officials have asserted that the Lexus mark was conceptualized while following strict design guidelines, and more importantly, a precise mathematical formula.
The early advertisements of the Lexus brand were created by Team One, a specialized in-house team forged by Toyota’s longtime collaborators Saatchi & Saatchi. Its first marketing campaign was launched at the Chicago, Los Angeles and New York automotive shows in 1988.
Colors of the Lexus Logo
The Lexus logo features a steel gray theme which depicts creativity, perfection, sophistication and modernity.
Font of the Lexus Logo
The Lexus logo incorporates a very powerful and unique custom typeface. The decorative font perfectly suits the overall design, giving it a futuristic and timeless feel.