The new dynamic logo was scaled for greater optimization and impact for net-new material. To stand out in a crowded marketplace and across multiple channels, the animation is simple, clear and consistent. It is now easily viewed on smaller screens and on shorter content.

Full Guidelines

Below is a link to the full guidelines for dynamic branding. A high-level overview follows in the subsequent sections on this page.
Download full guidelines (version 4.0)

Toyota Brand End Tag

The Toyota brand end tag is the preferred end tag and should be used for broadcast and digital whenever possible. The Toyota brand end tag has three available versions for use: full-screen :03, half-screen :03 and full-screen :01.
Brand logo with small shadow on gray background
For national :30, :60 or :90 spots, please use the full-screen :03 end tag (letterbox option available).
Brand logo with dividing line, edit offer here, URL if needed
For retail :10, :15 and :30 spots to be tagged with dealer information, please use half-screen :03 end tag (letterbox option not available).
Brand logo with small shadow on gray background
For social :06, :10 or :15 spots that are not to be tagged with dealer information, please use the full-screen :01 end tag (letterbox option available).

Vehicle End Tags

Vehicle end tags are available for vehicle-specific digital spots. The vehicle end tag has three available versions for use: full-screen :03, half-screen :03 and full-screen :01.
Vehicle logo with small shadow on gray background
For national :30, :60 or :90 spots, please use the full-screen :03 end tag (letterbox option available).
Vehicle logo with dividing line, edit offer here, URL if needed
For retail :10, :15 and :30 spots to be tagged with dealer information, please use half-screen :03 end tag (letterbox option not available).
Brand logo with small shadow on gray background
For social :06, :10 or:15 spots that are not to be tagged with dealer information, please use the full-screen :01 end tag (letterbox option available).

Supers Toolkit

The Supers Toolkit produces text animation and coloring that aligns with the look and feel of the new end tag. It offers three treatments for supers—Original, Subtle and Very Subtle—which allow flexibility when used over complex imagery. The toolkit also includes animations for toyota.com and buyatoyota.com, and can be used to create supers for national, TDA and dealer content. Using the toolkit is optional.

Billboard

The billboard is available as a :03 full-screen asset for 16:9 orientation. It may be used in cases where a stand-alone dynamic logo is required, unattached to any spot.
Brand logo with small shadow on gray background

General Guidelines

Using with supers or logos

If you have any supers or logos — including the YouTube watermark — at the end of your spot, they must fade out before the end tag logo fades on. This is to keep the transition uncluttered, and to ensure that no two logos are ever on screen at the same time. Please include at least one (1) clean frame of picture in between the supers or logos, and the start of the end tag animation.
Sequence of images showing supers fading out and end tag logo fading on

URLs, hashtags and legal text

Our national end tags no longer include a toyota.com URL. Please do not add URLs, hashtags or any legal text over any full-screen end tag. Dealers may fill in information at their discretion on half-screen end tags.
  • Toyota vehicle in front of building at night

    Editing Notes

    The end tag is placed on the last shot of the spot. There should be no cuts during the cross-dissolve transitioning to the logo.

    Any action relevant to the story should conclude before the logo animation begins. Non-essential action can continue through the cross-dissolve.

  • Mountain road

    Art Direction

    The last shot in the spot should be art directed with the end logo in mind, as it will cross-dissolve to the end tag. For example, consider darkening the shot for better contrast with the logo and flares. Wider shots are preferred. In particular, end shot compositions should avoid close-ups on faces, perfectly centered subjects (even a slightly off-center subject will mitigate competition with the logo), large Toyota logos within the environment, or too much red. The goal is for the end tag transition to feel smooth and natural.

  • Brand logo with small shadow on gray background

    Using Gray

    The final frames will resolve on a soft gray background with a small shadow beneath to create more warmth and a sense of space. Minimum frame-count requirements are outlined for each end tag application.

Audio Guidelines

Please use the voiceover “Toyota. Let’s Go Places.” in all broadcast and radio applications. 4-note musical mnemonic should no longer be used. New Sonic Branding guidelines are being created and will be distributed soon.