toyota logo

The “forward-facing” brand identity for the Japanese car company includes an on-trend flat logo in an attempt to create a more “premium” appearance.

Toyota has unveiled a new logo and visual identity for its Europe division, which looks to oversee the car company’s journey into a “more progressive brand”.

The identity – designed by international consultancy The&Partnership – will be used across all internal and external brand communications. The&Partnership’s European design team is behind the work, which includes a redesigned logo, colour palette and typeface.

The&Partnership head of design Dan Beckett tells Design Week that the previous identity – not changed since 2009 – was beginning to feel “tired”. It needed to be more “premium”, “forward-facing” and better adapted to mobile platforms, he adds.