As the world’s 2^nd largest car manufacturer, Toyota’s brand is respected and its customers loyal. Yet in today’s world more is needed to hold onto a leadership position and attract new customers. Its brand needs to be desired.

Toyota recognised that its brand needed to connect with customers on an emotional level, to turn its customers into true brand advocates. A new brand strategy and endline, ‘Always a Better Way’ was created, setting the company on a new course.

Since 2007, Greenspace has managed the visual identity for Toyota Motor Europe with responsibility for creating brand guidelines to express the optimistic direction for the brand. The brand identity system incorporates a bespoke typeface family designed by Greenspace along with templates for all forms of media and the retail environment.