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.
The History of Lexus
Lexus is a luxury automobile brand owned by the Japanese company Toyota. Founded by Eiji Toyota in 1989, Lexus operates as an independent division and has earned the trust of customers in over seventy countries worldwide. It is among the top 10 Japanese brands by market value, with its headquarters in Nagoya and operational offices in Texas, USA, and Brussels, Belgium.
Initially, Lexus began as a corporate project focused on developing a premium F1 sedan. Launched around the same time as its direct competitors Acura (Honda) and Infiniti (Nissan), it quickly grew into a separate division and became a subsidiary of Toyota. The first sedan, introduced in 1989, was followed by an SUV, convertible, and coupe in the same series. Over time, the lineup expanded to include hybrid models, which continue to be assembled at Toyota’s factories. Since 2003, Lexus vehicles have also been produced in Ontario, Canada.
Between 2001 and 2005, Lexus underwent a corporate reorganisation in which it gained its own design, production, and dealer centres. It was the first premium car brand to be launched in Japan, and the company expanded its range to include sports cars while increasing international sales. Lexus also became a pioneer in introducing hybrid cars to numerous global markets.
Interesting Facts About Lexus
- Lexus is a luxury flagship brand under the Toyota umbrella. The first Lexus car was introduced in 1989. However, the design of the car started in 1983.
- The Lexus plant employs only the best and most experienced workers.
- The most expensive Lexus car model ever built was the Lexus LFA Nurburgring. It commanded a whopping price tag of $375,000. Interestingly, only 500 units of this model were produced over a period of one year.
- Lexus LFA Nurburgring took 10 years to build as the entire design pathway was dismantled while it was five years into the development process. This was done as the company decided to use a fully carbon-fibre chassis instead of the aluminium chassis it was working on. So, the entire design process had to start from scratch.
- Lexus was first sold in the United States of America in 1989. However, it was sold in Japan only after 16 years, as the Japanese luxury car market was dominated by Italian and German cars.
- The Ford CEO Alan Mulally was seen driving a Lexus car in 2006. This proved the quality of the car, as the CEO of a rival company was seen driving it. In fact, Alan Mulally called the Lexus LS430 “the finest car in the world.”
- Lexus employs the Takumi, expert craftsmen, to wet-sand the body of the vehicle, sew by hand, and inspect the car for flaws.
- The Lexus SC430 was arguably the most below-standard car ever made by Lexus, thanks to its messy suspension.
- In 2008, Paul McCartney of the Beatles was gifted a brand-new Lexus LS 600h for promoting the hybrid car.
- Lexus is an industry leader in producing hybrid cars.
- The new generation of Lexus cars has built-in moisturisers called “nano-e” to not only moisturise the hair and skin but also deodorise the cabin.
- The upholstery of Lexus cars is made from the hides of cows that are not kept inside barbed wire fences. This is done to get the perfect quality of leather.
- In the 1990s, Lexus was supposedly a popular name for girls in the USA.
- The design of the Lexus LFA engine was done in partnership with Yamaha, a premier manufacturer of musical instruments. This was done to ensure the engine produces the desired sound.
- Lexus is credited with developing the first 8-speed automatic transmission engine in the world. The system uses AI shifting technology to change gears automatically.
- In the nineties, Lexus was responsible for the declining sales of Mercedes and BMW cars. This was because of the insane detail the Lexus LS400 was put through.
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.