Toyota Australia Rebrand

As a truly large scale project for one of the world’s biggest, most commercially focused car brands, the degree of clarity achieved here is incredibly impressive. In a digitally driven era where simplification and UX can often mean reducing brands down to their blandest components, this work felt both beautifully effortless to engage with, and reassuringly bold in who it is and what it stands for. There are many examples in how they have achieved this balance of clarity and confidence, but a lovely little touch for me was the ‘Our Personality Traits’ page of the guidelines. Here they deployed nothing but type and circular keylines, but in a way that also subtly speaks to Toyota’s long tradition of four cylinder engine innovation. In every part of the identity system there was a depth of thinking and directness of design that made me want to be both more thoughtful and braver in my own work. Importantly, it also made me rethink Toyota as a brand. Mike Pepper, Juror