Back 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)
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.
For national :30, :60 or :90 spots, please use the full-screen :03 end tag (letterbox option available).
For retail :10, :15 and :30 spots to be tagged with dealer information, please use half-screen :03 end tag (letterbox option not available).
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.
For national :30, :60 or :90 spots, please use the full-screen :03 end tag (letterbox option available).
For retail :10, :15 and :30 spots to be tagged with dealer information, please use half-screen :03 end tag (letterbox option not available).
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.
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.
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.
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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. -
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.
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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.
