Toyota Next / Toyota
Submitted By Eri Miyagi
The project is for the branding of Toyota Next, an "open innovation lab fueled by passion and ideas". Toyota Next is an open innovation program, initiated by Inamoto & Co. for Toyota, aimed at investing in and inventing next-generation automotive services. An immediate increase of 1.5% in Toyota’s stock price the day after Toyota Next announcement was garnered, equalling $3.8B in value.
Toyota Next curates promising startups, university teams, and companies and provides them a supportive platform in order to incubate ideas and products. The program gives the chosen teams and companies access to Toyota's internal resources and assets at an unprecedented level. The task at hand was to create a branding system that introduced Toyota Next to its audience in an exciting, and fresh way, yet maintain the class and design sensibility of the existing and already established Toyota brand itself.
In attempting to create something fresh and exciting, it was a challenge to consider the existing visual restrictions of the overall Toyota brand. In addition - creating a brand within an already well known large organization, to stand out enough, but yet feel supported by the pre-existing Toyota brand was a challenge. There are pre-existing notions of the Toyota brand applied, and to both apply this in an expected way, being considerate to the set up design establishments, while also all together feeling unexpected, was sort of a paradox that we had to work within.
Inamoto & Co