Title | TOYOTA ASIA BRAND AND COMMUNICATIONS TYPOGRAPHY |
Brand | TOYOTA ASIA PACIFIC |
Product / Service | AUTOMOTIVE |
Category | A01. Brand & Communications Design |
Entrant | HOUSTON GROUP Sydney, AUSTRALIA |
Idea Creation | HOUSTON GROUP Sydney, AUSTRALIA |
Idea Creation 2 | WALLICH STREET Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
David Nordstrom | Toyota Motor Asia Pacific PTE LTD | VP BCD |
Christopher Taylor | Toyota Motor Asia Pacific PTE LTD | GM BMCD |
Melissa Jane Naidoo | Toyota Motor Asia Pacific PTE LTD | DGM |
Eri Kojima Kojima | Toyota Motor Asia Pacific PTE LTD | AM |
Doreen Foo | Toyota Motor Asia Pacific PTE LTD | AM |
Stuart O'Brien | Houston Group | CEO and Founder |
Alex Toohey | Houston Group | Executive Creative Director |
James Calpis | Houston Group | Creative Director |
Kyle De Raedt | Houston Group | Account Director |
Shani Mun | Houston Group | senior designer |
Nathan Wren | Houston Group | Designer/Motion |
The Toyota script typeface was developed to be easily applied and translated across the breadth of Asian-Pacific languages, with each glyph crafted for optimal legibility and recognition. Through the visual examples presented we have demonstrated application across multiple languages including English, Malay, Indonesian, Vietnamese, Thai, Lao, Cambodian and Taiwanese, to name a few. The language of Malaysia is Malay (not Malaysian): https://ling-app.com/ms/malay-vs-malaysian/
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Core to the Toyota Asia rebrand was the introduction of a handwritten script typeface to bring to life Toyota’s new global vision of ‘Mobility for All’, celebrating the thrill and joy of moving together. This distinct, irreverent typeface was designed to achieve a more human connection between the brand and its audience, setting them well apart from their competitors. The script typography, used to amplify key verbs within the messaging, is applied with freedom, disrupting the underlying design grid to ‘dial up the volume’ across communications, instilling confidence, joy and attitude. Crafted with a world-renowned script typographer in collaboration with our creative team, the process to develop the typeface focused on creating expressive yet legible glyphs to connect and flow through every language with a sense of freedom and human emotion. Embracing digital opportunities to animate the handwritten script with fluid-like motion effects helps to authentically convey the human touch.