The Toyota logo we know today didn't last long. In 1989, the Japanese presented their new logo for the first time - just in time for the company's 50th anniversary. The design of the logo should have taken five years. Since then, the symbol has consisted of a total of three ellipses connected with and with each other - but it was not just a decision owed to the design. Toyota wants to convey a message with its logo.
Two smaller ellipses form the letter “T” first. But that's not all. They are intended to symbolize the heart of the client on the one hand and the heart of the Toyota company on the other. Together they stand for mutual trust. The third ellipse, which spans the other two, is supposed to represent the world that Toyota wants to make happy. However, according to the Japanese, the customer is always in the spotlight and always strives for innovation.
Toyota's first logo
Toyota Motor Corporation's history began in August 1937 when Kiichiro Toyoda and his cousin Eiji Toyoda founded the company in Japan. Kiichiro Toyoda's father created automatic looms and sold them through his company, Toyoda Automatic Loom Inc. When Kiichiro started his company, he replaced “d” with “t” in his name. The reasons for this are not entirely clear, but apparently the aim was to simplify the pronunciation and, on the other hand, to create a separation between work and private life.
Other sources claim the name change was due to a public competition. Then they had to look for the Toyota logo for the public, whereupon the suggestion for a new name appeared. The first Japanese logo was a blue and red diamond with the new Toyota logo. Toyota Motor Corporation is a Japanese automobile manufacturer headquartered in Toyota, Aichi, Japan. Toyota was the largest automaker in 2015, ahead of Volkswagen and Mercedes-Benz.
Toyota Motor Corporation produces cars under five brands, including Toyota, Hino, Lexus, Ranz and Daihatsu. The group also owns 16,66% in Fuji Heavy Industries, 5,9% in Isuzu and 3,58% in Yamaha Motor Company, and 0,27% in Tesla and cooperates with two companies in China (GACToyota and Sichuan FAW Toyota Motor) . with one in India (Toyota Kirloskar), one in the Czech Republic (TPCA) and some non-automotive companies. TMC is part of the Toyota Group, one of the largest conglomerates in the world.
What does the Toyota logo mean?
The Toyota logo is presented worldwide as a combination of three ovals. Two overlapping inner ovals represent the relationship between the heart of the customer and the heart of the company and the mutual, intimate connections between them. Graphically, the “T” stands for Toyota. The ovals are embedded in a large ellipse that encompasses Toyota and the whole world. The red color of the Toyota logo reflects passion, energy and excitement, while silver is meant to show the sophistication, creativity and excellence of Toyota products. The first badge to appear on Toyota cars in 1937 included the name of founder Kiichiro Toyoda in red letters in the shape of a diamond.
The current version of the Toyota logo was introduced in 1989. It consists of three ellipses, which also symbolize wheels, movement, speed and unity. If you take a closer look, you will see that two intersecting ellipses form a shape in the middle that resembles the letter "T" and is framed by a third ellipse. These overlapping ellipses are intended to represent the customer and the product. The outer ring marks the world and the global character of the company. All three ovals together symbolize the corporate philosophy: the desire for customer satisfaction, the appeal for innovation and a combination of creativity and quality.
The Toyota symbol can also be derived from a Japanese word that means “eight”. This number expresses happiness and success in the Far East. The unique design of the Toyota brand is intended to reflect the high quality of the company and the traditions with the symbol. The use of overlapping ovals also reflects the company's commitment to its customers and the promise of reliability and satisfaction.
Three ellipses represent the trust of the clients, the product and the great success that Toyota has achieved in the area of engine technology. The use of red and white colors in the Toyota logo is an attractive combination. Extended ovals are displayed in red or metallic colors with a white background, depending on the cause. The Toyota font is written in a simple Roman style, which is enough to draw buyers' attention. The writing is simple but elegant, giving the Toyota symbol an appearance that symbolizes beauty and contentment.
Today, Toyota is a pillar of quality and confidence in the auto world that has captured the hearts and minds of drivers around the world. The Toyota emblem is also an exclusive symbol of luxury taste and a high quality product. The symbolism of the Toyota logo for customers from the east is different from the symbolism for clients from the west. For the Japanese and residents of neighboring Japan, the smaller oval should symbolize the heart of the buyer, the second - the heart of a Toyota car and the largest - the unlimited possibilities that the brand offers for both hearts. By the way, neighboring lines also have their own meaning, allegorizing a strong and mutually beneficial relationship between the company and the customer.
The Toyota logo has seen a number of changes throughout its history, where it has gained in volume and changed its size slightly. However, major alterations were avoided (with the exception of color changes that changed the logo to the current monochrome color). Of course we are talking about the current logo (the very first company logo was a hieroglyphic, too complex and completely meaningless to western consumers). A new logo chosen from more than 46.000 options (the company held a competition for the best logo in 1936) can be read by both Western and Eastern consumers. For the West - the capital “T” is easy to read, for the East - the philosophy of the logo and the brand as a whole is complex enough to deserve respect. The brand is one of the most valuable in the world.
Quality and customer satisfaction
Toyota, like most Japanese automakers, has consistently shown very good results in statistics failures in recent years. For example, they notoriously occupy the top positions in ADAC failure statistics and surveys on customer satisfaction. In a customer satisfaction survey conducted by the US market research company JD Power and Associates, Toyota did very well in 2002, 2004 and 2005 and dominated in this area. Prius also performed very well in 2010 and 2011.
Toyota uses the manufacturing system developed by Toyota, which mainly consists of parts from TQM (Total Quality Management), Kanban, Kaizen, TPM (Total Productive Maintenance) and Poka Yoke. This innovative manufacturing concept has been developed by Toyota under the direction of Taiichi Ono since 1950 and then adopted or copied by all major automobile manufacturers. Today it is an important basis for scientific work, research and teaching in the context of corporate management. Toyota uses the DRBFM (Design Check Based On Failure Mode) method when creating the product. The DRBFM method is a creative method that accompanies development and at the same time is a philosophy for finding and evaluating discourse-oriented design.
According to a study by the Nuremberg market research institute Puls on behalf of the Süddeutsche Zeitung, the Germans believe that Toyota was the most environmentally friendly automobile manufacturer in 2007. This was probably supported by the success of the first Prius hybrid car built in series. German sales declined in 2010 due to negative headlines regarding faulty gas and brake pedals.