1.toyotamarklogo Standard Jan 2021 e

TOYOTA MARK & LOGOTYPE
STANDARD
Intellectual Property Division

Toyota Motor Corporation
January 2021
TOYOTA MARK & LOGOTYPE STANDARD CONTENTS
0. Overview
Introduction0-1
Brands Covered by the TOYOTA Mark & Logotype Standard 0-2
Mark, Logotype / Range of Applications 0-3
1. Toyota Motor Corporate Brand
List of Basic Design Elements 1-1

Range of Applications 1-2
TOYOTA Logotype 1-3
Display Colors 1-4
Exclusion Zone 1-5
Minimum Size 1-6
Incorrect Applications 1-7-1
Corporate Brand Color 1-8
Standard Typography 1-9
2. TOYOTA Brand

TOYOTA Mark, TOYOTA Mark & Logotype 2-3
TOYOTA Mark, TOYOTA Mark & Logotype Display Colors 2-4
Exclusion Zone (Standard) 2-5-1
Exclusion Zone (Minimum) 2-5-2
Minimum Size 2-6
3D TOYOTA Mark and TOYOTA Logotype Combinations 2-8
TOYOTA Brand Color 2-9
Recommended Typography 2-10
3. LEXUS Brand

LEXUS Mark & Logotype, LEXUS Mark 3-3-1
LEXUS Mark & Logotype Proportions 3-3-2
3D Display Colors (For Flat Media) 3-4-1
2D Display Colors 3-4-2
Minimum Size 3-6
LEXUS Brand Colors 3-8
Designated Typography 3-9
January 2021 TOYOTA MARK & LOGOTYPE STANDARD

Introduction 0-1
Great brands live in people’s hearts and minds.

They form the basis of a powerful relationship.
Customers trust them and expect great things
of them.
Great companies ensure that their vital brand

assets are well-protected and “invested” for
the maximum return.
This is why Toyota Motor Corporation has

developed the TOYOTA Mark & Logotype
Standard — to increase the strength of the
Toyota Motor corporate brand and the TOYOTA
and LEXUS product brands around the world.
The Standard sets the rules for when and how
to use the basic design elements that visually
communicate the power of these brands at
every customer touchpoint.
All global affiliated companies must fully

understand and adhere to the content of the
provisions.
The mark and logotype that comprise the basic

design elements are important intellectual
properties of the company protected by law,
but if they are used erroneously they may not
be protected by law.
Please be sure to use the downloadable

data for reproduction from the Toyota Motor
Corporation Intellectual Property Division
homepage when reproducing the basic design
elements stipulated in these standards.
Respect the rules for usage and reproduce
the basic design elements properly. However,
when separate arrangements have been made
within the TOYOTA Brand for display colors that
differ from the recommended colors by region/
country, please use that data.
Any inquiries regarding the Standard should be

directed to the Intellectual Property Division.
Intellectual Property Division

Toyota Motor Corporation

Brands Covered by the TOYOTA Mark & Logotype Standard 0-2
Brands Covered by the TOYOTA Mark & Logotype Standard The TOYOTA Mark & Logotype Standard
applies to the corporate brand, the corporate
mark, and the TOYOTA and LEXUS product
brands.
Brands Covered by the Standard For development of specific application items,

dealer facilities, etc., see the separate issued
guidelines.
(Toyota Motor Corporation)
Corporate Brand
(Mobility Business) (Non-Mobility Business)
(TOYOTA Brand) (LEXUS Brand)
Product Brands

Mark, Logotype / Range of Applications 0-3
Items for Corporate Communication Items for Marketing Communication
• Toyota Motor Corporation • Toyota Motor Corporation

• R&D companies, manufacturing • Toyota Motors-affiliated R&D companies, automobile manufacturing
companies, and regional management companies, regional management companies, sales management companies
companies fully owned (or in substance • Toyota Motors-affiliated product sales companies, etc. (new and used
fully owned) by the Toyota Motor automobile stores, automobile repair and other service stores, automobile
Corporation that include Toyota / parts and accessories stores, car rental and leasing companies)
TOYOTA in the company name.
• Please contact the Toyota Motor Corporation Intellectual Property Division
Users • Sales management companies in advance if you wish to use this for anything other than the above.
that include Toyota / TOYOTA
in the company name.
• Other companies in which the Toyota
Motor Corporation holds a stake of
more than 50% (or in substance owns
a stake of more than 50%) that include
Toyota / TOYOTA in the company name
(excluding sales companies). Note 1).
• Used for expression of • Used for expression of product brands

the corporate brand • For promoting product brands
Target Usage
• For conveying the reliability
of the corporation
[Indicates affiliation with a company] [Used to promote the handled product brand]
ID cards, business cards Product catalogs, promotional signage, novelty items, POP, wrapping paper store
[Used as company identification] signs, 3D signs, products, business cards, envelopes, letterhead, newspaper
Classification of Envelopes, letterhead, nameplates advertisements, magazine advertisements, posters, Web items, etc.
Applied Items [Used for company advertising
purposes]Company profile, sponsor signs,
newspaper advertisements, magazine
advertisements, posters, Web items, etc.
3D (For Flat Media) 2D
TOYOTA Mark LEXUS Mark LEXUS Mark
TOYOTA Mark TOYOTA Mark & Logotype, LEXUS Mark & Logotype, LEXUS Mark & Logotype,
Horizontal Version Horizontal Version Horizontal Version
(Preferred) (Preferred)
Shape,
Ratio
Corporate Mark Note 2)
TOYOTA Mark & Logotype, LEXUS Mark & Logotype, LEXUS Mark & Logotype,
Basic Design Element
Stacked Version Stacked Version Stacked Version

Mark,
Logo- The display color is shown as
type black as an example. The actual
display color that can be used
is the display color determined
by the region/country For Primary Sign
(recommended colors are
either black or TOYOTA Red).
• The single display color

set by region/country.
• The following two colors
are recommended as
display colors. • Platinum
TOYOTA Red • Black
(1) Black (2) TOYOTA Red • White
* This does not mean that both
black and TOYOTA Red can
be used in a region/country.
• Platinum
Brand Color TOYOTA Red TOYOTA Red • Black
• White
Standard Typography Standard Typography Recommended Typography

• Univers Family • Univers Family • Nobel Font Family
Typeface • Shin-go Font Family • Shin-go Font Family
• Toyota Type Family
(known as the SYI Font)
Note 1) The sole use of the corporate mark is prohibited. Please contact the Toyota Motor Corporation Intellectual Property Division in advance when using.
Note 2) Marks identical to the Corporate Mark may be used as the Corporate Mark if deemed particularly useful in consideration of the usage purpose.
In these instances, please notify the Toyota Motor Corporation Intellectual Property Division in advance.

1. Toyota Motor Corporate Brand

TOYOTA Logotype 1-3
Display Colors 1-4
Exclusion Zone 1-5
Minimum Size 1-6
Corporate Brand Color 1-8
Standard Typography 1-9
List of Basic Design Elements Toyota Motor Corporate Brand 1-1
■■TOYOTA Logotype The basic design elements shown at left are

at the core of visual communication of the
Toyota Motor corporate brand.
To build the best possible image for the

Toyota Motor corporate brand, use the basic
design elements according to the rules
provided on the following pages.
■■Corporate Color
TOYOTA Red
■■Standard Typography
Univers Family
Shin-go Font Family

Range of Applications Toyota Motor Corporate Brand 1-2
■■Range of Applications Use of the basic design elements of the

Toyota Motor corporate brand is limited to
certain items: ID cards, corporate brochures,
documents and forms, sponsor signs,
Range of Applications
entrance signs, and other items for corporate
communications where demonstration
Items for Corporate Communications of corporate trust and assurance is the
requirement. Some items are also classified as
• Used for expression of the corporate brand items for marketing communications, including
• For conveying the reliability of the corporation business cards that show one’s position in
the corporation, envelopes and letterhead
used for the corporation, and newspaper
[Indicates affiliation with a company] advertisements, magazine advertisements,
ID cards posters, Web items, and other items used as
business cards corporate advertisements.
[Used as company identification]

Envelopes
letterhead
nameplates
[Used for company advertising purposes]

Company profile
sponsor signs
newspaper advertisements
magazine advertisements
posters
Web items, etc.

TOYOTA Logotype Toyota Motor Corporate Brand 1-3
■■TOYOTA Logotype The TOYOTA Logotype represents the Toyota

Motor corporate brand, and is used in items for
corporate communications. Stand-alone use is
only permitted when the TOYOTA Logotype is
used to represent the corporate brand.
Incorrect Application
For examples of improper use of the TOYOTA
Logotype, see the Incorrect Applications pages.
Data for Reproduction

data for reproduction from the Toyota Motor
homepage when reproducing. Use of any other
data source is strictly prohibited.

Display Colors Toyota Motor Corporate Brand 1-4
Standard Display Color (In Principle) 1 The TOYOTA Logotype should never be displayed
Display Color: TOYOTA Red in a tone that lacks sufficient contrast with the
background, and it should always be distinctly
visible.
Display Colors
TOYOTA Red is the preferred color for display of the
TOYOTA Logotype. In cases such as newspaper
advertisements when printing color is limited, or
in cases when a functional color*, etc., is used for
documents and forms, invoices, etc., display in black
When There are Limitations on the Display Color 2 or a functional color is acceptable.
Display Color: Black, functional color

In cases where a dramatic effect is desired, use
of silver for the display color, or of expression
methods using foil or relief, is acceptable. When the
background color is dark, the display color can be
white. Note that display in gold, however, is strictly
prohibited.
* Functional color: A monochrome print color other than

the corporate brand color, used for forms, vouchers, etc.
Background Colors
The background color must ensure appropriate
When an Enhanced Effect is Desirable 2 expression of the TOYOTA Logotype.
Display Color: White
Logotype display colors, see the Incorrect
Applications pages.
When the Background Color is Dark, etc.2

* Always use sufficient contrast to ensure distinct visibility.

Exclusion Zone Toyota Motor Corporate Brand 1-5
■■Exclusion Zone (Standard) When using the TOYOTA Logotype, the

exclusion zone must always be respected.
The exclusion zone is the minimum area
established around the TOYOTA Logotype to
enhance its integrity and visibility by preventing
0.17X the intrusion of any other display information.
Take careful precautions to ensure that no
other elements intrude into the exclusion zone.
Please respect the rules shown at left and

0.17X use in an appropriate manner. There are two
types of exclusion zones: the standard type,
which is to be given priority in its application,
and the minimum type, which is applied when
0.17X X 0.17X limitations are present. In case that the TOYOTA
Logotype becomes buried or is difficult to
recognize due to reasons such as the amount
of information or design of the paper even
when respecting the rules shown at left, widen
the exclusion zone so the TOYOTA Logotype is
clearly recognizable, regardless of the rules.
Standard Exclusion Zone

The standard exclusion zone is preferred for
■■Exclusion Zone (Minimum) use in all types of development.
Minimum Exclusion Zone

The minimum exclusion zone may be used only
when characteristics of the item for corporate
0.05X
communications do not allow use of the
standard zone.
0.05X
For improper application of exclusion zones,
see the Incorrect Applications pages.
0.05X X 0.05X

Minimum Size Toyota Motor Corporate Brand 1-6
■■Minimum Size An absolute minimum size has been specified

to ensure clear reproduction of the TOYOTA
Logotype. In order to maintain its quality and
legibility, use in any smaller size is prohibited.
9 mm

Incorrect Applications Toyota Motor Corporate Brand 1-7-1
■■TOYOTA Logotype The examples at left show incorrect applications

of the TOYOTA Logotype.
Form Incorrect applications can appear in any number

of different types of items. Take special care to
review all items for incorrect applications, and
correct any problems immediately.
No deformation No rotation
No bending No outlining
No reshaping
TOYOTA
No changing the typography
No changing the spacing No vertical stacking
Colors
No colors other than the corporate color No use of different colors
No partial reversing No gradation
No shadowing

Incorrect Applications Toyota Motor Corporate Brand 1-7-2
■■Other
No superimposing on background with No superimposing on pattern

insufficient contrast that impairs visibility
Abcdefg Hijklmn
No other elements intruding No other elements intruding

into exclusion zone into exclusion zone

consequat, vel illum dolore eu

XYZ feugiat nulla facilisis at vero eros
et accumsan et iusto odio dignis-
TOYOTA XYZ CENTER sim luptatum delenit
augue duis dolore te feugait nulla
Even when the exclusion zone is No embedding of the TOYOTA Logotype

respected, the TOYOTA Logotype must not be in regular body text
used with other design elements or
characters so as to appear as one.
No use of the TOYOTA Logotype No use of the TOYOTA Logotype as a term,

within sentences or statements. unless it indicates TOYOTA's business activities.

Corporate Brand Color Toyota Motor Corporate Brand 1-8
■■TOYOTA Red The corporate brand color of the Toyota Motor

Corporation corporate brand is TOYOTA Red.
Consistent use of TOYOTA Red helps build a
singular identity for the TOYOTA brand.
The Mansell value for TOYOTA Red is 5R4.5/15.
Approximate Color for Printing: Spot Color

When reproducing TOYOTA Red using special
colors (specially formulated inks), please follow
the color samples. Please note that the special
PANTONE color is set as the approximated color.
Approximate Color for Printing: Process Color

Mansell value 5R4.5/15
The CMYK percentages shown at left are your
* The color expressed by the above Mansell value is the approved standard color for TOYOTA Red. reference for 4-color process printing. Note,
however, that use of the designated percentages
does not guarantee the results. Output may vary
Approximate Color for Printing depending on paper and printing technology.
(Spot Color) PANTONE 186C
Make adjustments to ensure that your output is
Approximate Color for Printing as close as possible to the color sample.
(Process Color) M:100 / Y:90
Approximate Display Color for Approximate Display Colors for Computer

Computer Monitors (RGB) R:235 / G:10 / B:30
Monitors: RGB, Web
Approximate Display Color for The RGB and Web values shown at left are
Computer Monitors (Web) #EB 0A 1E
your reference for reproduction on a computer
monitor. Color reproduction on a computer
monitor can be affected by the viewing
environment. Make adjustments as needed
so that the color on the screen is as close as
possible to the color sample.

Standard Typography Toyota Motor Corporate Brand 1-9
■■Univers Font Family The typography shown here has been

designated for use in items for corporate
communications in order to ensure visual
harmony with the TOYOTA Logotype.
Use this typography to express addresses

and other secondary information in items for
corporate communications whose role is to
convey the reliability of the corporation. This
typography is strongly recommended whenever
content related to the Toyota Motor corporate
brand is expressed in the Western alphabet.
Non-Western Languages
For non-western languages, use a local
typeface that has the same qualities and
communicates the same feeling as the
designated typography shown here.
■■Shin-go Font Family
東西南北春夏秋冬あいうえおアイウエオ

2. TOYOTA Brand

TOYOTA Mark, TOYOTA Mark & Logotype 2-3
TOYOTA Mark, TOYOTA Mark & Logotype Display Colors 2-4
Minimum Size 2-6
3D TOYOTA Mark and TOYOTA Logotype Combinations 2-8
TOYOTA Brand Color 2-9
Recommended Typography 2-10
In this chapter, the display color for the TOYOTA Mark and TOYOTA
Mark & Logotype is shown as black as an example. The actual display
color that can be used is the display color determined by the region/
country (recommended colors are either black or TOYOTA Red).
List of Basic Design Elements TOYOTA Brand 2-1
The display color for the TOYOTA Mark and TOYOTA Mark & Logotype is shown as black as an example.
The actual display color that can be used is the display color determined by the region/country (recommended colors are either black or TOYOTA Red).
■■TOYOTA Mark This chapter covers the TOYOTA Brand in the

Mobility Business.
The basic design elements shown at left are at the

core of TOYOTA global branding.
To build the best possible image for the

TOYOTA brand, use the basic design elements
according to the rules provided on the following
■■TOYOTA Mark & Logotype pages.
Stacked Version
Horizontal Version
■■Brand Color
TOYOTA Red
■■Recommended Typography
Univers Font Family Shin-go Font Family
ABCDEFGHIJKlmnopqrstuvwxyz0123 東西南北春夏秋冬あいうえおアイウエオ
ABCDEFGHIJKlmnopqrstuvwxyz0123
Toyota Type Family (known as the SYI Font) 東西南北春夏秋冬あいうえおアイウエオ

Range of Applications TOYOTA Brand 2-2
■■Range of Applications Use of the basic design elements of the

TOYOTA brand is limited to certain items:
product catalogues, promotional signs,
novelties, POP, packaging paper, and other
Range of Applications
items for marketing communications whose
role is to promote the product brand. Some
Items for Marketing Communication items are also classified as items for corporate
communications, including business cards
intended to promote the product brand and
newspaper advertisements used as product
• Used for expression of product brands
advertisements.
• For promoting product brands
[Used to promote the handled

product brand]
Product catalogs
promotional signage
novelty items
POP
wrapping paper store signs
3D signs
products
business cards
envelopes
letterhead
newspaper advertisement
posters
Web items, etc.

TOYOTA Mark, TOYOTA Mark & Logotype TOYOTA Brand 2-3
■■TOYOTA Mark The TOYOTA Mark and TOYOTA Mark &

Logotype are the most important design
elements symbolizing the TOYOTA brand, and
are to be given the highest usage priority in all
kinds of items.
Stand-alone use of the TOYOTA Logotype for
promoting product brands is strictly prohibited.
Mark & Logotype, and the TOYOTA Mark, see
the Incorrect Applications pages.

■■TOYOTA Mark & Logotype data for reproduction from the Toyota Motor
homepage when reproducing the basic design
elements stipulated in these standards.
Use of any other data source is strictly
Stacked Version prohibited.
However, when separate arrangements have
been made within the TOYOTA Brand for display
colors that differ from the recommended colors
by region/country, please use that data.
Horizontal Version

TOYOTA Mark, TOYOTA Mark & Logotype Display Colors TOYOTA Brand 2-4
■■Display Colors　The same is true for the TOYOTA Mark and stacked TOYOTA Mark & Logotype. The TOYOTA Mark and TOYOTA Mark &
Logotype should never be displayed in a
Recommended Colors 1 tone that lacks sufficient contrast with the
Display Color: Black background, and it should always be distinctly
visible.
Display Colors
Please use the single color set by region/
country for the display color of the TOYOTA
Approximate Color for Printing (Spot Color) PANTONE BLACK 3C
Mark and TOYOTA Mark & Logotype. The single
Approximate Color for Printing (Process Color) C:69/ M:0/ Y:43 / K:100 display color set by region/country shall have
Approximate Display Color for Computer Monitors (RGB) R:0 / G:0 / B:0 TOYOTA Red or black as the recommended
Approximate Display Color for Computer Monitors (Web) #00 00 00 colors. This does not mean both black and
TOYOTA Red can be used in a region/country.
* Approximated colors for printing and screen display are reference values. While it is possible to set and use a display
color for regions/countries other than the
recommended colors, in these instances please
Recommended Colors 1 contact the Intellectual Property Division or
* Combinations of TOYOTA Red and the TOYOTA Mark &
Display Color: TOYOTA Red Logotype such as shown at left are only usable on specific Sales & Marketing Support Division in advance.
items, even in regions/countries where the display color is If the display color set by the region/country
not TOYOTA Red. Please contact the Intellectual Property cannot show contrast with the background
Division or Sales & Marketing Support Division regarding color, white or black may be used as the display
specific items.
color.
Mansell value 5R4.5/15

* The color expressed by the above Mansell value is the approved standard color for TOYOTA Red.
In cases such as newspaper advertisements
when the printing color is limited, or in cases
Approximate Color for Printing (Spot Color) PANTONE 186C when a functional color*, etc., is used for
Approximate Color for Printing (Process Color) M:100 / Y:90 documents and forms, invoices, etc., display in
black or a functional color is acceptable.
Approximate Display Color for Computer Monitors (RGB) R:235 / G:10 / B:30
Approximate Display Color for Computer Monitors (Web) #EB 0A 1E

* Functional color: A monochrome print color other than
the TOYOTA brand color, used for forms, vouchers, etc.
* Approximated colors for printing and screen display are reference values.
Background Colors
The background color must ensure appropriate
When the Background Color is Dark, etc.2 expression of the TOYOTA Mark & Logotype.
The TOYOTA Mark & Logotype should never be
displayed in a tone that lacks sufficient contrast
with the background, and it should always be
distinctly visible.
For examples of improper use of theTOYOTA
Mark and TOYOTA Mark & Logotype display
colors, see the Incorrect Applications pages.
■■Background Color
Exsample Example of Improper Usage
TOYOTA Mark and TOYOTA Mark & Logo The contrast on the picture above is far from
type need to be clearly expressed by clear one.
putting a white color on a background.

Exclusion Zone (Standard) TOYOTA Brand 2-5-1
■■Exclusion Zone (Standard) When using the TOYOTA Mark and TOYOTA Mark
& Logotype, the exclusion zone must always be
TOYOTA Mark
respected.
The exclusion zone is the minimum area
established around the TOYOTA Mark and around
the TOYOTA Mark & Logotype to enhance their
integrity and visibility by preventing the intrusion
0.21X
of any other display information. Take careful
precautions to ensure that no other elements
intrude into the exclusion zone.
Please respect the rules shown at left and use

in an appropriate manner. There are two types
of exclusion zones: the standard type, which
0.21X
is to be given priority in its application, and the
minimum type, which is applied when limitations
are present.
0.21X X 0.21X
The standard exclusion zone is preferred for use
in all types of development.
TOYOTA Mark & Logotype, Horizontal Version

The minimum exclusion zone on the following
page may be used only when characteristics of
0.12X
the item for marketing communications do not
allow use of the standard type.
0.12X Incorrect Application

For improper application of exclusion zones, see
the Incorrect Applications pages.
0.12X X 0.12X
TOYOTA Mark & Logotype, Stacked Version
0.17X
0.17X
0.17X X 0.17X

Exclusion Zone (Minimum) TOYOTA Brand 2-5-2
■■Exclusion Zone (Minimum)
TOYOTA Mark
0.1X
0.1X
0.1X X 0.1X
TOYOTA Mark & Logotype, Horizontal Version
0.025X
0.025X
0.025X X 0.025X
TOYOTA Mark & Logotype, Stacked Version
0.08X
0.08X
0.08X X 0.08X

Minimum Size TOYOTA Brand 2-6
■■Minimum Size An absolute minimum size has been specified

to ensure clear reproduction of the TOYOTA
TOYOTA Mark
Mark and TOYOTA Mark & Logotype.
In order to guarantee their quality and legibility,

use in any smaller size is prohibited.
6 mm
TOYOTA Mark & Logotype,

Horizontal Version
23.5 mm
TOYOTA Mark & Logotype,

Stacked Version
9 mm

Incorrect Applications TOYOTA Brand 2-7-1
■■Design Elements The examples at left show incorrect

applications of the TOYOTA Mark and TOYOTA
Mark & Logotype.
feugiat nulla facilisis at vero eros The TOYOTA Mark & Logotype is comprised of
et accumsan et iusto odio dignissim two registered trademark elements (TOYOTA
luptatum delenit augue duis dolore Mark and TOYOTA Logotype) that are used
te feugait nulla f a c i l i s i . Lorem to express the essence of the TOYOTA brand
ipsum dolor sit amet, consectetuer identity. Changes to the form or grouping of
the elements could lead to the loss of legal
No watermarks No making the mark & logotype translucent
protections for the trademarks. In addition,
improper usage like that shown in the
■■Form
examples will not help to build the desired
TOYOTA brand image.
Incorrect applications can appear in any number

of different types of items. Take special care to
review all items for incorrect applications, and
No deformation No rotating No bending No outlining correct any problems immediately.
TOYOTA
No deformation of the No changing the TOYOTA No changing the TOYOTA

TOYOTA Mark Logotype typography Logotype spacing No vertical stacking
No changing the No changing the No changing the No partial display of

proportions spacing positions the mark & logotype
No expressing in 3D
■■Color
The use of display colors No use of different No use of different

other than those set by the colors colors
region/country are prohibited.
No partial reversing No shadowing

Incorrect Applications TOYOTA Brand 2-7-2
■■Other
No superimposing on background with No superimposing on pattern that

insufficient contrast impairs visibility
The mark should never be The mark should never be The mark should never be
repeatedly used as a pattern. repeatedly used as a pattern. repeatedly used as a pattern.
Abcdef g Hijklmn
No other elements intruding into No other elements intruding into

exclusion zone exclusion zone
No other elements intruding into No other elements intruding into

exclusion zone exclusion zone

feugiat nulla facilisis at vero eros
et　　　　　　accumsan et iusto
odio digni luptatum delenit
augue duis dolore te feugait
No embedding of the TOYOTA Mark & Logotype

in regular body text

3D TOYOTA Mark and TOYOTA Logotype Combinations TOYOTA Brand 2-8
3D TOYOTA Mark and TOYOTA Logotype Combinations of the 3D silver TOYOTA Mark
and TOYOTA Red logotype can only be used on
specific items such as store signage. Please
contact the Intellectual Property Division in
regard to specific items.
When making 3D reproductions such as vehicle

badges and store signs, the use of data for
reproduction downloadable from the Toyota
Motor Corporation Intellectual Property Division
homepage is strictly prohibited. Please refer to
the separately issued guidelines.
The rules of the exclusion zone, minimum

■■Incorrect Applications sizes, etc. conform to the rules for the TOYOTA
Mark and TOYOTA Mark & Logotype displayed
in a 2D single color.
The use of data other than the downloadable data
for reproduction from the Toyota Motor Corporation
Intellectual Property Division homepage is strictly
prohibited. Please contact the Intellectual Property
Division for use of the combined 3D TOYOTA
Mark and TOYOTA Logotype on specific items.

TOYOTA Brand Color TOYOTA Brand 2-9
■■TOYOTA Red The TOYOTA brand color is TOYOTA Red.
Consistent use of TOYOTA Red helps build a

singular identity for the TOYOTA brand.
Approximate Color for Printing: Spot Color

TOYOTA Red (specifically produced color) should
be reproduced in accordance with the color
sample provided. The PANTONE spot color is
specified as an approximate color. In cases
where item characteristics or objectives make
reproduction difficult, make adjustments to
ensure that your output is as close as possible
to the color sample.
Mansell value 5R4.5/15 Approximate Color for Printing: Process Color

* The color expressed by the above Mansell value is the approved standard color for TOYOTA Red. The CMYK percentages shown at left are your
reference for 4-color process printing. Note,
however, that use of the designated percentages
Approximate Color for Printing does not guarantee the results. Output may vary
PANTONE 186C
(Spot Color) depending on paper and printing technology.
Approximate Color for Printing Make adjustments to ensure that your output is
(Process Color) M:100 / Y:90 as close as possible to the color sample.
Approximate Display Color for
Computer Monitors (RGB) R:235 / G:10 / B:30 Approximate Display Colors for Computer
Approximate Display Color for Monitors: RGB, Web
Computer Monitors (Web) #EB 0A 1E The RGB and Web values shown at left are
your reference for reproduction on a computer
monitor. Color reproduction on a computer
monitor can be affected by the viewing
environment. Make adjustments as needed
so that the color on the screen is as close as
possible to the color sample.

Recommended Typography TOYOTA Brand 2-10
■■Univers Font Family The typography shown here is recommended

for use in items for marketing communications
and is intended to ensure visual harmony with
the TOYOTA Mark & Logotype, and TOYOTA
Mark.
From stationery to sales promotions, advertising

campaigns, the products themselves, packages,
and other packing-related items, the
recommended typography shown at left should
be used whenever TOYOTA brand content is
expressed in the Western alphabet.
For non-western languages, use a local typeface
that has the same qualities and communicates
the same feeling as the recommended
■■Toyota Type Family (known as the SYI Font) typography shown here.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
■■Shin-go Font Family

3. LEXUS Brand

LEXUS Mark & Logotype, LEXUS Mark 3-3-1
LEXUS Mark & Logotype Proportions 3-3-2
3D Display Colors (For Flat Media) 3-4-1
2D Display Colors 3-4-2
Minimum Size 3-6
LEXUS Brand Colors 3-8
Designated Typography 3-9
List of Basic Design Elements LEXUS Brand 3-1
■■LEXUS Mark & Logotype This chapter covers the LEXUS Brand within the Mobility
Business.
Horizontal Version (Preferred)
The basic design elements shown at left are at the core of
LEXUS global branding.
To build the best possible image for the LEXUS brand,

use the basic design elements according to the rules
provided on the following pages.
Stacked Version
For Primary Sign
■■LEXUS Mark
Platinum Black Black
■■Designated Typography
Nobel Font Family

Range of Applications LEXUS Brand 3-2
■■Range of Applications Use of the basic design elements of the LEXUS brand is
limited to certain items: product catalogues, promotional
signs, novelties, POP, packaging paper, and other items
For Use on Primary Signage for marketing communications whose role is to promote
the product brand. Some items are also classified as items
for corporate communications, including business cards
3D (For Flat Media) Items for Marketing Communications intended to promote the product brand and newspaper
advertisements used as product advertisements.
• Used for expression of product brands

• For promoting product brands
[Used to promote the handled product brand]

Product catalogs
promotional signage
2D novelty items
POP
wrapping paper store signs
3D signs
products
business cards
envelopes
letterhead
newspaper advertisement
posters
Web items, etc.
For Primary Sign
Primary Signs

LEXUS Mark & Logotype, LEXUS Mark LEXUS Brand 3-3-1
■■LEXUS Mark & Logotype The LEXUS Mark and LEXUS Mark & Logotype are
the most important design elements symbolizing the
3D (For Flat Media) 2D LEXUS brand.
There are three versions of the LEXUS Mark & Logotype.

Horizontal Version (Preferred) Horizontal Version (Preferred)
LEXUS Mark & Logotype, Horizontal Version
(Preferred)
The LEXUS Mark & Logotype Horizontal Version
(Preferred) is the first choice for use in development of all
kinds of items. For further details about the use of all logotypes
except the LEXUS Mark & Logotype Horizontal Version
(Preferred), see the separately issued guidelines.
Stacked Version (Limited use type 1) Stacked Version (Limited use type 1) LEXUS Mark & Logotype, Stacked Version
(Limited use type 1)
Use only when the LEXUS Mark & Logotype horizontal
version (Preferred) is unsuitable due to the characteristics
of the item being developed for print media, an
advertisement, or other marketing communications item,
or to limitations on display space or the relationship with
other display information. Before proceeding to do so,
carefully consider other possibilities for using the LEXUS
Mark & Logotype Horizontal Version (Preferred).
For Primary Sign (Limited use type 2) For Primary Sign (Limited use type 2)
For Primary Sign (Limited use type 2)
The use of Primary sign are allowed on store signs, etc.
Use in print media, advertisements, other signs, or other
items for marketing communications is strictly prohibited.
For further details, see the separately issued guidelines.
LEXUS Mark
Stand-alone use of the LEXUS Mark is prohibited in
principle. Use of the LEXUS Mark & Logotype in any
way other than specified here, or in combination with other
■■LEXUS Mark design elements or characters, is prohibited.
3D (For Flat Media) 2D LEXUS Logotype

Stand-alone use of the LEXUS Logotype is strictly
prohibited. Using it in combination with other design or text
elements is also prohibited.
For examples of improper use of the LEXUS Mark &
Logotype, and the LEXUS Mark, see the Incorrect
Applications pages.

Please be sure to use the downloadable data for
■■Incorrect Applications reproduction from the Toyota Motor Corporation
Intellectual Property Division homepage when
reproducing. Use of any other data source is strictly
prohibited.
When making 3D reproductions such as vehicle badges and

store signs, the use of data for reproduction downloadable
from the Toyota Motor Corporation Intellectual Property
Stand-alone use of the LEXUS
Logotype is strictly prohibited. Division homepage is strictly prohibited. Please refer to the
separately issued guidelines.

LEXUS Mark & Logotype Proportions LEXUS Brand 3-3-2
■■LEXUS Mark & Logotype, Horizontal Version (Preferred) The LEXUS Mark & Logotype is the same worldwide. It
should always have the proportions shown at left.
Please be sure to use the downloadable reproduction data

0.188X
from the Toyota Motor Corporation Intellectual Property
Division homepage when reproducing. Please adhere to
X
these proportions.
4X
■■LEXUS Mark & Logotype, Stacked Version
0.165X
4X
■■For Primary Sign
0.14X
2.14X

3D Display Colors (For Flat Media) LEXUS Brand 3-4-1
Display Color: Platinum The only display color allowed for the 3D LEXUS Mark
Background Color: Black & Logotype (for flat media) is Platinum.
The background color should be Black, or as a next

preference, white. Always select a background color that
ensures distinct visibility of the LEXUS Mark & Logotype.
Follow the same specifications for stand-alone use of the

LEXUS Mark.
When making 3D reproductions such as vehicle

badges and store signs, the use of data for reproduction
downloadable from the Toyota Motor Corporation
Display Color: Platinum
Intellectual Property Division homepage is strictly
Background Color: White
prohibited. Please refer to the separately issued
guidelines.
* Always use sufficient contrast to ensure distinct visibility.

2D Display Colors LEXUS Brand 3-4-2
Priority 1 The LEXUS Mark & Logotype should never be

Display Color: Platinum displayed in a tone that lacks sufficient contrast with the
Background Color: Black, White background, and it should always be distinctly visible.
The LEXUS brand colors should be used liberally in all
kinds of marketing communications items for LEXUS.
Display Colors
Platinum is the preferred color for display of the LEXUS
1-1
Mark & Logotype, on a Black, or as a next preference,
White background.
Priority 2
When the display color is Black, the preferred
Display Color: Black
background color is White.
Background Color: White
When the display color is White, the preferred

background color is Black.
In cases such as newspaper advertisements when printing

2-1 color is limited, or in cases when a functional color*, etc.,
is used for documents and forms, invoices, etc., display in
Black or a functional color* is acceptable.
Priority 2 In cases where a dramatic effect is desired, use of relief
Display Color: White expressions, etc., is acceptable.
Background Color: Black
* Functional color: A monochrome print color other than the LEXUS
brand color, used for forms, vouchers, etc.
Background Colors
2-2
When the background color is not the LEXUS brand
color, or when it is a photograph or an illustration, if the
LEXUS Mark & Logotype can be clearly displayed in
* Always use sufficient contrast to ensure distinct visibility. Platinum, or Black, these display colors may be used.
* In Japan, before using 2D LEXUS Mark & Logotype, However, when sufficient contrast cannot be obtained,
obtain prior approval from Lexus Brand Management Division.
the LEXUS Mark & Logotype may be displayed in White,
but care must be taken to ensure it is distinctly visible.
For examples of improper use of the LEXUS Mark &
Logotype display colors, see the Incorrect Applications
pages.
Follow the same specifications for stand-alone use of the

LEXUS Mark.

Exclusion Zone (Standard) LEXUS Brand 3-5-1
■■Exclusion Zone (Standard) When using the LEXUS Mark & Logotype, and the LEXUS
Mark, the exclusion zone must always be respected. The
exclusion zone is the minimum area established around
LEXUS Mark & Logotype, Horizontal Version (Preferred)
the LEXUS Mark & Logotype, and around the LEXUS
Mark, to enhance their integrity and visibility by preventing
the intrusion of any other display information. Take careful
precautions to ensure that no other elements intrude into
X
the exclusion zone.
X
There are two types of exclusion zones available: the
X
preferred standard type, and the minimum type,
which is used only in limited cases. Please respect the rules
shown at left and use in an appropriate manner.
X X

LEXUS Mark & Logotype, Stacked Version The standard exclusion zone is preferred for use in all
types of development.

X The minimum exclusion zone on the following page may
be used only when characteristics of the item for marketing
communications being developed do not allow use of the
standard zone.
2D Type
X The same rules apply to the 2D type.
X
For improper application of exclusion zones, see the
Incorrect Applications pages.
X X
For Primary Sign
X
X
X X
LEXUS Mark
X X

Exclusion Zone (Minimum) LEXUS Brand 3-5-2
■■Exclusion Zone (Standard)
0.3X
0.3X
0.5X 0.5X
LEXUS Mark & Logotype, Stacked Version
0.5X
0.5X
0.5X 0.5X
For Primary Sign
0.5X
X
0.5X
0.5X 0.5X
LEXUS Mark
0.5X
0.5X
0.5X 0.5X

Minimum Size LEXUS Brand 3-6
■■3D Minimum Size (For Flat Media) An absolute minimum size has been specified to ensure
clear reproduction of the LEXUS Mark & Logotype, and
the LEXUS Mark. In order to guarantee their quality and
LEXUS Mark & Logotype, Horizontal Version (Preferred) legibility, use in any smaller size is prohibited. The two
spaces delineating the "L" inside of the LEXUS Mark oval
should always be clearly discernible.
Further, when using a 3D display (for flat media), care

must always be taken to ensure that the display is
24.5mm recognizably three-dimensional.
In order to guarantee their quality and legibility, use in any

LEXUS Mark & Logotype, Stacked Version smaller size is prohibited.
17.5mm
LEXUS Mark
6mm
■■2D Minimum Size
24.5mm
LEXUS Mark & Logotype, Stacked Version
17.5mm
LEXUS Mark
6mm

Incorrect Applications LEXUS Brand 3-7-1
■■Design Elements The examples at left show incorrect applications of the

LEXUS Mark & Logotype, and the LEXUS Mark.
Today's message has
The LEXUS Mark & Logotype is comprised of two
been brought to you by
registered trademark elements (LEXUS Mark and
For a test drive, contact LEXUS Logotype) that are used to express the essence
your local Lexus dealer of the LEXUS brand identity. Changes to the form or
grouping of the elements could lead to the loss of legal
No watermarks No making the mark & logotype transparent protections for the trademarks. In addition, improper
usage like that shown in the examples here will not help to
build the desired LEXUS brand image.
■■Form
The LEXUS Mark & Logotype are symbols of our
heritage and spirit, and represent a promise to the
customer to offer a luxury vehicle. The exercise of good
judgment is essential when developing items.
No deformation No rotating No bending No outlining
Incorrect applications can appear in any number of
different types of items. Take special care to review
all items for incorrect applications, and correct any
LEXUS
problems immediately.
When reproducing the LEXUS Mark & Logotype, or the

LEXUS Mark, always use the approved digital artwork
No deformation No changing the LEXUS No changing the LEXUS
provided with this Standard and observe the rules for
of the LEXUS Mark Logotype typography Logotype spacing No vertical stacking
usage to ensure proper reproduction.
No changing the No changing the spacing No changing the No partial display of the
proportions positions mark & logotype
Uniquely created 3D expressions outside of

the provisions are prohibited.
■■Color
No non-brand colors No use of different colors No use of different colors
No partial reversing No shadowing

Incorrect Applications LEXUS Brand 3-7-2
■■Other
No superimposing on background with No superimposing on pattern that impairs visibility

insufficient contrast
The mark should never be repeatedly The mark should never be repeatedly The mark should never be repeatedly
used as a pattern. used as a pattern. used as a pattern.
Abcdefg Hijklmn



feugiat nulla facilisis at vero eros
et accumsan et iusto odio digni
　　 luptatum delenit
augue duis dolore te feugait nulla
No embedding of LEXUS Mark & Logotype in regular body text
No use of the LEXUS Logotype as a term, or within sentences or statements

LEXUS Brand Colors LEXUS Brand 3-8
■■Platinum The LEXUS brand colors are unique to the LEXUS

brand. They reflect the functional elegance of modern
industrial design and the look of contemporary luxury,
and are valuable tools for enhancing the presence of
Coated: PANTONE 877C the LEXUS brand in the market. Appropriate use of
Spot Color the LEXUS brand colors can create a tone of luxury,
Uncoated: PANTONE 877U
Approximate Color for Printing refinement, and understated style.
(Process Color) C:28 / M:18 / Y:18 / K:7
The three LEXUS brand colors are platinum, black
and white. Please use LEXUS brand colors in a
unified manner to standardize the identity of the
LEXUS brand.
#B9 C0 C2
Computer Monitors (Web)
Spot Colors
Platinum and Black (specificaly produced color)
should be reproduced in accordance with the
PANTONE color provided. In cases where item
characteristics or objectives make reproduction
■■Black
difficult, make adjustments to ensure that your output
is as close as possible to the PANTONE colors.
Approximate Colors for Printing: Process Colors

The CMYK percentages shown at left are your
Spot Color PANTONE BLACK 3C reference for 4-color process printing. Note, however,
that use of the designated percentages does not
Approximate Color for Printing C:69 / M:0 / Y:43 / K:100 guarantee the results. Output may vary depending on
(Process Color)
paper and printing technology. Make adjustments to
ensure that your output is as close as possible to the
color sample.
#00 00 00 Approximate Display Colors for Computer Monitors:
Computer Monitors (Web)
RGB, Web
The RGB and Web values shown at left are your
reference for reproduction on a computer monitor.
Color reproduction on a computer monitor can
■■White be affected by the viewing environment. Make
adjustments as needed so that the color on the monitor
is as close as possible to the color sample.

Designated Typography LEXUS Brand 3-9
■■Nobel Font Family LEXUS Font Family

LEXUS fonts are as distinctive and versatile as the model
line-up itself. The clean, contemporary lines of our fonts
create a look of timeless quality and strengthen the spirit
of the LEXUS brand. Ideally suited to the range of print
and electronic media, they convey an air of authority with
intelligence, confidence with sophistication.
The Nobel Font Family has been selected as the LEXUS

Font Family, the global standard for Western-language
fonts used in LEXUS communication.
From stationery to sales promotions, advertising

campaigns, the products themselves, packages, and other
packing-related items, use of the Nobel Font Family is
mandated, in principle, whenever LEXUS brand content
is expressed in the Western alphabet. In cases where the
objective of the item requires that another font be used,
refer to the guidelines issued for each specific item.
The Nobel Font Family should always be used (including

with other local fonts) for titles and addresses, and for
other information provided on the Internet or intranets.
For non-western languages, in each region or country,
use a local typeface that has the same qualities and
communicates the same feeling as the Nobel Font Family.
Note
Toyota Motor Corporation owns a license for worldwide
use of the Nobel Fonts. Use the Nobel Fonts provided
with this Standard. When using the Nobel Fonts, always
use the font data provided with this Standard.

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TOYOTA MARK & LOGOTYPE

Intellectual Property Division

1. Toyota Motor Corporate Brand

List of Basic Design Elements 1-1

List of Basic Design Elements 2-1

List of Basic Design Elements 3-1

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

Great brands live in people’s hearts and minds.

Great companies ensure that their vital brand

This is why Toyota Motor Corporation has

All global affiliated companies must fully

The mark and logotype that comprise the basic

Please be sure to use the downloadable

Any inquiries regarding the Standard should be

Intellectual Property Division

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

Brands Covered by the Standard For development of specific application items,

(Mobility Business) (Non-Mobility Business)

(TOYOTA Brand) (LEXUS Brand)

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

Items for Corporate Communication Items for Marketing Communication

• Toyota Motor Corporation • Toyota Motor Corporation

• Used for expression of • Used for expression of product brands

3D (For Flat Media) 2D

TOYOTA Mark LEXUS Mark LEXUS Mark

Stacked Version Stacked Version Stacked Version

• The single display color

Standard Typography Standard Typography Recommended Typography

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

List of Basic Design Elements 1-1

■■TOYOTA Logotype The basic design elements shown at left are

To build the best possible image for the

Shin-go Font Family

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

■■Range of Applications Use of the basic design elements of the

[Used as company identification]

[Used for company advertising purposes]

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

■■TOYOTA Logotype The TOYOTA Logotype represents the Toyota

Data for Reproduction

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

Display Color: Black, functional color

* Functional color: A monochrome print color other than

When the Background Color is Dark, etc.2

* Always use sufficient contrast to ensure distinct visibility.

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

■■Exclusion Zone (Standard) When using the TOYOTA Logotype, the

Please respect the rules shown at left and

Standard Exclusion Zone

Minimum Exclusion Zone

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

■■Minimum Size An absolute minimum size has been specified

January 2021 TOYOTA MARK & LOGOTYPE STANDARD

■■TOYOTA Logotype The examples at left show incorrect applications

Form Incorrect applications can appear in any number

No changing the spacing No vertical stacking

No colors other than the corporate color No use of different colors

List of Basic Design Elements 1-1

List of Basic Design Elements 2-1

List of Basic Design Elements 3-1