Lexus belongs to the luxury vehicle division of Toyota and is known for its quality, sophistication, finesse, and elegance. Recognised the world over as a premier luxury car brand, Lexus is quite a hit with users in the USA and globally. Since its inception in 1989, the visual identity of the brand, the Lexus logo, has remained largely consistent, with only subtle changes. This article explores the history and evolution of the Lexus logo over the years.
The Genesis of the Lexus Logo (1989-Present)
Designed in 1989, the original Lexus logo featured a graphical emblem and the wordmark “LEXUS” beneath it. The emblem in black contained a stylised letter “L” within a thick circular frame. The wordmark “LEXUS” was written in black using a unique designer typeface with sharp angles wherein every letter was connected to each other.
(2023–Present)
In 2023, Lexus received a new insignia, although it continued to use the iconic badge of 1989. The new insignia constitutes the brand name in uppercase and is rendered in a fancy, stretched sans-serif typeface. And unlike the previous wordmark where the letters were connected, this one has the letters placed at a significant distance from each other.
The Elements of the Lexus logo
Colour
The Lexus logo is presented in a silver-grey colour palette when displayed on vehicles. This colour choice adds depth and a dynamic touch to the emblem, thereby giving the wordmark a modern and sophisticated feel. The grey tone embodies perfection and creativity. Besides, it combines simplicity with elegance, which makes the letters appear bold and full of life. In its media presence, Lexus opts for a monochrome scheme for its visual identity. This minimalist approach highlights the brand’s elegance while conveying a sense of power and strength.
Font
Another distinctive feature of the visual identity of Lexus is its custom typeface. Unique within the industry, this font cleverly uses the negative space between the letters “E” and “X” to form an arrow. The bold and stylish lines of the Lexus typeface suggest speed and motion, yet they also evoke a sense of comfort and balance.
Finally
The Lexus logo has become synonymous with luxury and precision since its inception in 1989. The core design elements of the logo continue to remain a powerful symbol of the brand’s commitment to quality and innovation in the automotive industry. The evolution of the Lexus logo reflects not only the growth of Lexus as a premier luxury automobile manufacturer but also its dedication to maintaining an identity that resonates with consumers worldwide.