Deciphering the Toyota Ovals

At a glance, the Toyota logo looks like a regular logo, but it actually contains a number of exciting and original design elements with hidden meanings.

The current Toyota mark was introduced in October 1989 to commemorate the 50th year of the company. The development of the current logo took about five years, as it was necessary to develop a suitable logo to make sure it would be well-received in all of the company's international markets.

There were two motivating factors in designing the logo:

1. Recognition from a distance announcing the "arrival of Toyota"
2. Creating a logo with a strong visual impact that stands out from other automobiles.

There are three ovals in the logo that are combined in a horizontally symmetrical configuration. The two perpendicular ovals inside the larger oval represent the heart of the customer and the heart of the company. They are overlapped to represent a mutually beneficial relationship and trust between each other. The empty space suggests endless possibilities in the future.

The overlapping of the two perpendicular ovals inside the outer oval symbolize "T" for Toyota, as well as a steering wheel, representing the vehicle itself. The outer oval symbolizes the world embracing Toyota. Each oval is contoured with different stroke thicknesses, like the "brush" art known in Japanese culture.

The space in the background within the logo exhibits the "infinite values" which Toyota conveys to its customers: superb quality, value beyond expectation, joy of driving, innovation, and integrity in safety, the environment and social responsibility.

When next you see the Toyota logo remember it is not just a regular logo it symbolizes three hearts: heart of the product, the customer, and technological advancement.

Source: Toyota Global