Lexus is Toyota’s luxury car brand, which has been on the market since 1989. The main assumption behind its establishment was to compete with German premium car manufacturers, but also with Acura – Honda’s luxury brand that was founded three years earlier. Lexus cars can also be found today on race tracks, where they successfully compete for the top positions.
Meaning and History
There is a version that the name was born during the discussion of the options “Celsius” and “Alexis”. Someone transformed Alexis into a Lexus, in tune with the words Elegance and Luxury. And the idea of the logo was suggested by the Italian designer Giorgetto Giugiaro, who participated in the creation of the first Lexus model – the LS400 sedan. The logo consists of two parts: the emblem and the company name, which is located on the right side of the symbol. This logo has been used since the company was established in 1989.
1989 – now
The iconic Lexus badge, composed of an emblem and a lettering, represents the futuristic approach of the company and it’s value of innovations and progressive design. The emblem boasts a smooth letter “L” with softened angles and its elongated bars, which cut the thick circular frame. As for the inscription, it is executed in the uppercase of a heavy sans-serif font, with a a unique contour of the “E” and straight cuts of all bars.
The company has introduced a new logo in 2023. Although, the old badge will still be used by the luxury Japanese brand. The new concept is based around the lettering, which is set in the uppercase of a heavy sans-serif font with some angles softened, and the bars cut straight. The three-dimensional silver characters are set against a deep and calm blue background, at a significant distance from each other.
Emblem and Symbol
The first letter of the word Lexus was chosen as the emblem. This option was proposed by the Italian designer Giorgetto Giugiaro, who worked on the first Lexus car. He rejected the original heraldic shield emblem, proposing the dynamically curved and oval-shaped letter L as a symbol of luxury without the need for pretense.