TOYOTA ASIA BRAND AND COMMUNICATIONS TYPOGRAPHY

TitleTOYOTA ASIA BRAND AND COMMUNICATIONS TYPOGRAPHY
BrandTOYOTA ASIA PACIFIC
Product / ServiceAUTOMOTIVE
CategoryA01. Brand & Communications Design
EntrantHOUSTON GROUP Sydney, AUSTRALIA
Idea Creation HOUSTON GROUP Sydney, AUSTRALIA
Idea Creation 2 WALLICH STREET Singapore, SINGAPORE

Credits

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

Cultural / Context information for the jury

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/

Translation. Provide a full English translation of any text.

N/A

Tell the jury about the typography.

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.