An identity redesign for the luxury automotive brand, Lexus. The Lexus brand has remain unchanged since it first emerged in the 1990's while the product; the cars, have been industry leaders in design and technology. The Lexus brand is in need of a distinct identity, that gets away from its early days of trying to emulate its European competition. By looking to its nation's history and culture to shape the brand, a distinct new voice that showcases precision, craftsmanship and culture emerges to go along with some of the exciting vehicles being produced.
At right, a sample from the teaser ad campaign introducing the new brand direction that incorporates future Lexus concept cars with historical Japanese woodblock prints by the printmaker Hiroshige.
At Far right, the identity guidelines book for the redesigned Lexus brand.