It was late in the 80s that things really began to get interesting. September 1989
Toyota made a significant leap forward by launching Lexus, its luxury division,
into the US market. A new logo, in the form of a stylised “L” found its way onto
the grilles, boot lids and engine covers of these luxury cars.
Since Lexus vehicles were marketed as Toyotas in Japan and shared many of their
components with Toyota’s, the need for a new Toyota logo was identified. Not long
after this the logo that you are used to seeing today appeared.
Toyota’s new stylised “T” was used for the first time internationally in 1989, and
1st appeared in South Africa in 1992 with the launch of a new vehicle known as the
1995 - Toyota South Africa adopts international dealer corporate identity standards
and all fascia boards at dealers across the country are replaced. A new logo for
all marketing communications was also adopted.
Today, the stylised “T” and its surrounding ellipses are worn proudly by both vehicles
and staff, and are recognised and respected throughout South Africa.