NEW BRAND MARK ANNOUNCED FOR TOYOTA VEHICLES

Toyota City―TOYOTA MOTOR CORPORATION today announced a new brand mark for its "Toyota-brand" vehicles. The company plans to introduce the mark worldwide beginning in early 1990.

The new mark was created to represent the Toyota brand and to symbolize the advanced features and dependability of Toyota-brand vehicles. It will be used on all new Toyota-brand vehicles introduced in or after 1990.

"We at Toyota consider customer satisfaction the starting point of automobile manufacture, and to create cars with a view to the twenty-first century, we're making positive efforts in research and development of advanced technology, as well as endeavoring to expand and improve our quality assurance and service systems," said Toyota President Shoichiro Toyoda. "Our new brand mark was established with this philosophy in mind and will be used on all of our Toyota-brand models, with the aim of consolidating and enhancing the Toyota-brand image."

The new Toyota-brand mark will join an earlier introduced Lexus-brand mark as the company's second. Lexus is the name of Toyota's new luxury line of cars marketed in the U.S. and soon to be introduced in other selected markets.

Outline of the Toyota-Brand Logo

The design consists of three ellipses. In geometrical terms, an ellipse contains two central points. One of these points represents the heart of our customers and the other the heart of our product. The ellipse thus symbolically unifies the two hearts.

The combined vertical and horizontal ellipses symbolize the "T" of Toyota. The space in the background represents Toyota's ever-expanding technological advancement and the boundless opportunities that lie ahead.