扁平化:丰田汽车更新品牌形象设计

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发布于2019-05-14

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丰田更新品牌形象设计,给丰田一个前所未有的设计维度

Established in 1937, Toyota is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. One of the leading auto manufacturers by volume of cars produced and revenue, Toyota is present pretty much all over the world (except for Australia) and employs more than 369,000 people. Its Prius, introduced in 1997, has made Toyota the world’s market leader in sales of hybrid electric vehicles. In the United States, Toyota is based in Plano, TX, and manages 16 car brands including many popular cars like the 4Runner, Camry, RAV4, and the Tacoma and Tundra pickup trucks. Earlier this year, Toyota introduced a refreshed identity. No design credit given.

A comprehensive online brand guidelines microsite can be found here. All images and quotes in this post are taken from there, where there is plenty more to see and read.


丰田汽车(Toyota)成立于1937年,总部位于日本爱知县丰田市,是一家日本跨国汽车制造商,同时也是世界销量排名第一的汽车制造商。1997年,丰田推出普锐斯PRIUS Hybrid(PRIUS),使丰田成为混合动力汽车销售的全球市场领导者。

自1989年丰田推出三环围绕式“牛头标”以来,这个标志已经成为丰田汽车质量、可靠性和耐用性的代表,同时它也是一个象征着丰田与客户的紧紧相连,而外部的大椭圆则表达丰田业务范围遍及世界的远大的构想。


Any time a car manufacture logo loses its chrome skin is a good thing — the idea that the logo must look like the actual metal badge on a car’s grill has rarely been flattering for them. Toyota’s evolution is particularly flattering as the old logo was clunky and didn’t have the greatest finish. Once you remove the 3D effects the icon, to be honest, isn’t that great but it looks infinitely better and now at least has a chance to be more interesting beyond another chrome thing. Placing the icon inside a red square gives it a little more presence and weight and pairing it with the black wordmark creates a logo with more impact. Even the 1-color versions look pretty convincing and make the icon stand out quite nicely. Its flexibility to accommodate the tagline or the individual car brands works quite well. Before this redesign I had never given the Toyota logo a second thought but this new approach gives it a somewhat elevated presence that I never associated with Toyota.

调整后的标志将去除金属3D质感(今后只能在车身中可以看到),统一采用扁平化设计。其中拥有红色矩形背景板的LOGO将应用于广告和营销通信以及应用程序等。该版本LOGO可以配合品牌 slogan以及Tacoma系列车型一起使用。


The Toyota brand represents our tenets of quality, reliability and durability. It also stands as a symbol to inspire people around the world to go to the places and do the things they’ve always dreamed of.

The staging platform is how we refer to the Toyota emblem when shown in the red surround. The staging platform allows the emblem to be anchored and impactful.

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扁平化:丰田汽车更新品牌形象设计

丰田更新品牌形象设计,给丰田一个前所未有的设计维度

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