TOYOTA CARE by M&C Saatchi Los Angeles for Toyota

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TOYOTA CARE

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Industry Cars
Media Design & Branding
Market United States
Agency M&C Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Ryan Jacobs
Designer Matt Titone, Zach Richter
Released October 2010

Credits & Description

Category: Logo Design
Advertiser: TOYOTA MOTOR SALES
Product/Service: TOYOTA CARE
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: Oct 15 2010
Entrant Company: SAATCHI & SAATCHI LA, USA
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Ryan Jacobs (Saatchi & Saatchi LA)
Designer: Zach Richter (Saatchi & Saatchi LA)
Designer: Matt Titone (Saatchi & Saatchi LA)
Media placement: Portal Home Pages - AOL - 26 October 2010
Media placement: Portal Home Pages - Yahoo! - 26 October 2010
Media placement: Portal Home Pages - MSN - 26 October 2010

Describe the brief from the client
Being the first of its kind, the new free maintenance program (ToyotaCare) had to be memorable, and one of the most important parts of a memorable brand is a memorable logo. So, Saatchi LA was tasked with creating a logo for this new brand-wide program, as well as an entire campaign built around it, in 19 days. The logo would be everywhere from print to TV and all over the internet, not to mention heavily used by dealerships in their commercials and in their showrooms.

Describe the challenges and key objectives
The proposal to create a memorable logo that will be the longest-living part of the ToyotaCare initiative with a very limited timetable is a frightening challenge. The logo had to be memorable and it had to be friendly. It goes without saying that a third, extra-credit objective is that it look slick and visually appealing.

Describe how you arrived at the final design
We started with ideas of what we wanted the logo to represent. Worry-free, peace of mine, taken care of, all sprang to mind so we set out visualizing what these feelings could look like. We ultimately decided on paying homage to a more retro style and producing the logo you may very well see everywhere if you pay attention. It’s understated, slick, and most importantly comforting.

Give some indication of how successful the outcome was in the market
Results for a logo are always hard to quantify, and in this case the release of the logo coincided with the release of a full-blown campaign. The program was covered extensively by many press outlets including the New York Times, Fox Business, and a number of blogs which all feature that helpful hand cupping a key. The majority of people exposed to the logo later recognized the program of being Toyota’s and not as competitors’. It’s become memorable, ubiquitous, well-publicized, and an eye-catching reminder of the peace of mind that comes with a Toyota.