Lexus is Toyota's premium automobile subsidiary. Lexus, founded in 1989, has since been known for its high quality automobiles, superb workmanship, and cutting-edge technology. Lexus automobiles are noted for their smooth rides, sophisticated interiors, and meticulous attention to detail. The brand provides a variety of sedans, SUVs, coupes, and hybrids to appeal to different market niches. Lexus promotes comfort, performance, and dependability in its cars, with the goal of providing consumers with a premium driving experience.
The Lexus logo consists of a stylized "L" surrounded by an oval shape. According to the company, the logo represents the smooth curves that reflect the rounded and aerodynamic nature of Lexus automobiles. The logo had to have smooth, ovular curves that reflected "the rounded, aerodynamic quality of Lexus vehicles".
The Lexus Logo serves as the visual backbone of the brand’s identity, reflecting the brand’s core values, mission, and ambition in a single, bold symbol. The design components, such as lines and composition, convey trust, dependability, and progressive qualities, and the color palette represents key brand attributes such as sustainability, growth, and authenticity.
