The Toyota Visual Identity System (VIS) preserves the enduring spirit of the brand while inspiring people to live life to the fullest, whatever their adventures may be. Whether navigating the familiar or driving into the unknown, Let’s Go Places.

Toyota Brand

Brand pillars

Our brand pillars describe who we are. They express our beliefs and inspire our behaviors. Our brand pillars are innovative, exciting and inspiring. These pillars help shape the products and the marketing materials that we all create within the new VIS.
Mountain climber standing near Toyota vehicle

Brand Elements

Brand visual tool kit

The Toyota Visual Identity System currently comprises six core elements that help unify and communicate our brands with consistency and clarity. They include our logos, the Let’s Go Places tagline, the Toyota typography, photography styles, color palette and design layouts. Together they help convey the Toyota visual brand identity.


Billboard with Let's Go Places headline and brand logo
Out of home layout with vehicle logo on side of building
Toyota vehicle outdoor ad in city setting
Hands holding cup of coffee and phone with Toyota branding
Hands holding tablet with Toyota branding


There are three Toyota logos in the marketplace today: the Staging Platform Logo, the Legacy Logo and the Corporate Logo. Below are descriptions and appropriate usage of each.
  • Toyota brand logo

    Staging Platform Logo

    The Staging Platform Logo is the preferred option for advertising and marketing communications applications. The Staging Platform Logo is the new and modern interpretation of the Toyota Legacy Logo and allows the brand and symbol to be anchored and impactful. The Staging Platform Logo should always be locked up with either “Toyota,” “Let’s Go Places,” a “vehicle name” or approved “sub-brands” as artwork.

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  • Toyota legacy logo

    Legacy Logo

    The Toyota Legacy Logo is only to be used as an alternative when the surrounding area is limited or space is unconventional and doesn’t allow the staged logo to reach optimal visual impact.

  • Toyota corporate logo

    Corporate Logo

    The Corporate Logo is only for use by Toyota Corporate and not for use in any marketing communications.