Toyota - New Brand Development

The Challenge: Toyota was in the process of developing a new umbrella brand for its pre-owned car service centers, servicing cars of different brands. Brandessence / CBX was assigned to develop the new corporate identity, name and logo.

The Solution: The selected name “Trust & Drive” communicates the core values of Toyota, trust and quality. The logo depicts a car, in a modern and abstractive way. The colors used are red and grey, Toyota’s corporate colors and were used in order to keep a color connection with the Toyota mother brand. The goal of the new brand is to build differentiation from the competition and to drive sales for pre-owned cars, certified by Toyota.