Typography provides a strong, unifying element and can help convey a consistent brand voice across various marketing communications. Our font is approachable, human and highly technical, and it has been conscientiously engineered. Utilizing our own typeface will help provide increased visibility and recognition across all touch points for both the brand and vehicles.

Hands writing on paper with type samples

Primary font weights

There are four preferred and two optional weights for use within the Toyota Type family. Each weight includes uprights and italics. The selected and acceptable weights are Book, Regular, Semibold and Bold. While additional weights are available within the Toyota Type family, these are the only four that should be used unless a specific case otherwise demands.

Toyota Type Book

Toyota Type Regular

Toyota Type Semibold

Toyota Type Bold

Toyota Type Book

Toyota Type Regular

Toyota Type Semibold

Toyota Type Bold

Secondary font weights

The optional Toyota Type weights are Light and Black. These may be used when appropriate. Light should be used in instances where the communications are focused on enhanced technology, precision or the weight feels appropriate for the intended message (e.g., Mirai communications).

Black should be used in instances where stance and presence need to be reinforced, or the weight feels appropriate for the intended message (e.g., Tundra communications).

Toyota Type Light

Toyota Type Black

Toyota Type Light

Toyota Type Black

Weight allocation

Below are the recommended font weights that ensure legibility, consistency and flexibility in complementing the personalities of our various vehicles across brand and advertising communications.

1a. Uppercase Headlines

Toyota Type Bold or Semibold

2b. Sentence-Case Headlines

Toyota Type Semibold

2. Subheads

Toyota Type Semibold

3. Body Text

Toyota Type Book

4. Web URL

Toyota Type Book (domain name) and Semibold (for destination)

5. Legal Text

Toyota Type Book

1a. Uppercase Headlines

Below are guidelines for font weight, leading, kerning and alignment when using uppercase headlines.

Uppercase Semibold or Bold may be used for headlines with seven or fewer words.

Use 90% auto leading for print and OOH.

Use optical kerning with manual adjustments as needed for all print and OOH. Use 0 pixel letterspacing for digital.

Headlines may be aligned ﬂush left, but never ﬂush right. When beginning with a quotation mark, the mark should hang left outside the alignment of the headline.

1b. Sentence Case Headlines

Below are guidelines for font weight, leading, kerning and alignment when using sentence-case headlines.

Use Semibold for sentence-case headlines, except when the strategy is to convey an understated or refined message. In this case, use lighter weights.

Use 110% auto leading for print and OOH.
Use .09em line height for digital communications.

Use optical kerning with manual adjustments as needed for all print and OOH.
Use 0 pixel letterspacing for digital.

Align sentence-case headlines ﬂush left or centered, but never ﬂush right.

2. Subhead

Below are guidelines for font weight, leading, kerning, space after and alignment for subheads.

Always use Semibold weight for subheads.

Use 110% auto leading for print and OOH. Use .09em line height for digital communications.

Use optical kerning with manual adjustments as needed for all print and OOH. Use 0 pixel letterspacing for digital.

For print and OOH, set space after at 22 pts. for additional leading after the subhead to determine the distance from the baseline of the subhead to the baseline of the first line of the body text. Use 29 pixels in Web communications.

Subheads may be aligned ﬂush left or centered with body and legal text, but never ﬂush right.

3. Body Text

Below are guidelines for font weight, leading, space after and alignment for body text.

Use Book weight for body text 10 points or larger on light backgrounds. Use Regular weight for body text 10 points or smaller reversed out of dark backgrounds.

Use 145% auto leading for print and OOH.

For print and OOH, set space for additional leading at 22 pts. below the last line of the body text to the baseline of the first line of the next block of body text. Use 29 pixels in Web communications.

Align body text either ﬂush left or centered, but never ﬂush right. Use the same alignment when used in conjunction with a subhead.

4. Legal Text

Below are guidelines for font weight, leading and alignment for legal text.

Use Book weight for legal text 6 points or larger on light backgrounds. Use Regular weight for legal text 6 points or smaller reversed out of dark backgrounds.

Use 145% auto leading for print and OOH.

Align the legal text either ﬂush left or centered when used in conjunction with body text.

5. Numbers

Below are guidelines for font weight when using numbers in support text and in headlines.

Use Book weight for large numbers used separate from the headline.

Use Semibold or Bold uppercase or sentence case for support text used with large numbers. Align the baseline of the last line of the supporting text with the baseline of the numbers.

Use the same font weight as the headline for numbers used within the headline.

Setting auto leading

Use auto leading percentages for all print and OOH communications. This panel can be found under "Justification" in the Paragraph palette in Adobe CC. For digital communications, use .09em line height.

Adobe CC panels related to text justification

AUTO LEADING VALUES

Uppercase headline

90%

Sentence-case headline

110%

Subhead

110%

Body text

145%

Uppercase headline

.09em

Sentence-case headline

.09em

Subhead

.09em

Body text

1.3em

Kerning

Use the optical kerning setting for both uppercase and sentence-case headlines, however, adjusting the kerning manually may be necessary to ensure visual consistency between the letterforms. Optical kerning is located in the Character palette in Adobe InDesign and lllustrator programs.

For digital communications, use 0 pixel letterspacing.

Space after

Use the Paragraph palette in Adobe InDesign and Illustrator programs to set the space-after adjustments manually. Adjust “space after paragraph” to be equal to one half the type size of the subhead preceding. For example, a 40pt subhead would require a 20pt space-after adjustment.

Alignment

All types may be aligned flush left or centered, but never flush right. For headlines with more than one line, align the typography on the left side of the down stroke of the first letterform.