Toyota Europe Online brand intranet 'Toyota Brand Central'

Abstract

Lingwood was appointed Senior Designer by Interbrand (international branding consultancy division of Omnicom) on the Toyota project, with responsibility for the development of a detailed rationalization of the Toyota Europe visual identity system that resulted in online guidelines detailing the Toyota visual identity elements (logo, typography, colour, photography and layout) and their specified use. This assignment required Lingwood to collate and analyse all Toyota Europe collateral, and to resolve inconsistencies of design that weakened the brand. Subsequently, Lingwood developed design recommendations and specifications for corporate stationery, customer literature, advertising principles, use of photography, signage, packaging, merchandising and exhibitions. Lingwood was responsible for the design and specification of Toyota Brand Central: conceived and produced as an online resource for in-house and third party suppliers for the production of all Toyota collateral resulting in the improved visual presentation of all aspects of Toyota’s public-facing and business-to-business activities. This project resulted in further work for the Toyota Europe that included the development and repositioning of the Toyota brand, including the evolution of the visual identity. The Interbrand design team included Creative Director (Andy Payne), Account Manager (Susanne Acreman) and several designers. The realization of the Toyota Brand Central project included working with third parties (including Grouptree, Amaze, Saatchi & Saatchi and Little Blue Fish) and involved developing a detailed understanding of all aspects of Toyota Europe’s business