Color is a powerful means of recognition, helping establish a clear identity and distinction for Toyota and our products. At the heart of our brand is Toyota Red. Red is the color of energy. It is highly visible and conveys the Toyota spirit of excitement.

Brand Colors

Color palette

Our color palette is simple and impactful, comprising Toyota Red, white, black and gray. These are the colors of both our identity, as expressed through our logos, and our entire Visual Identity System. In addition to the colors inherent within photography, these are the only colors to be used in our brand communications. This concise palette of colors will help increase visual impact and overall brand recall.

Toyota Red

PMS 186C
CMYK 00 100 90 00
RGB 235 10 30
HEX EB0A1E

White

CMYK 00 00 00 00
RGB 255 255 255
HEX FFFFFF

Black

PMS Black C
CMYK 00 00 00 100
RGB 00 00 00
HEX 000000

Gray

PMS Black C - 80% TINT
CMYK 00 00 00 80
RGB 88 89 91
HEX 58595B

Color Mode

Toyota Red

Toyota Red is the primary brand color expressed throughout the Toyota Type family of logos. In marketing communications, it may also be used in typography and as a background.
National Clearance Event billboard
  • Toyota vehicle on white background on a laptop

    White

    White space allows for information to breathe and often promotes greater visibility and impact.

  • Toyota vehicle with black text on a smartphone

    Black

    Black is generally used only for typography, but may be used in other select and appropriate situations.

  • Layout with black text over gray background

    Gray

    Gray may be used as a secondary color in headline and body text when sufficient contrast can be maintained for legibility.

Selecting the correct color mode

Color specifications are different across various media applications, therefore it is important to use the correct color mode for the specific media application to achieve the intended color values.
Computer icon with RGB in black text
Website and Microsoft applications use RGB color mode.
Play button icon with HEX in black text
Video applications use HEX color mode.
Paper icon with CMYK in black text
Digital printing from Adobe CS programs uses CMYK color mode.
Color swatch icon with PMS in black text
Spot printing, screen printing and embroidery use Pantone® color modes.
Note: Colors will not match exactly across various media applications. This is due to the differences between the displaying media and type of reproduction. For instance, colors will appear more vibrant in digital than on paper because digital is a backlit surface, as opposed to paper, which is an opaque surface. Even within the same media, applications may appear slightly different. For example, computer screens may be calibrated differently, and paper materials have different hues and levels of opacity.
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