A lot of work goes into choosing a name for a new brand, and Lexus is no exception. The Lexus brand, which is the luxury arm of Toyota, was first introduced in the United States in 1989. Before this happened, Toyota asked Lippincott & Margulies, a New York consultancy firm, to come up with the new brand name in 1986.
The group eventually presented a list of 219 potential names. That list did not include the name “Lexus.” The top choice was “Alexis.” This gradually transformed to “Lexis” and then to “Lexus.” Other leading considerations included Calibre, Chaparel, and Vectre. The name Lexus may make you think of luxury, which is an ideal descriptor for the brand.
Once the team settled on a name, it was time to design the badge. This job was assigned to Hunter Communications and Molly Designs. They took the “L” from Lexus and stylized it in a steel gray oval for a modern design. Some Toyota officials say the badge was created using a strict mathematical formula.
The Lexus team wanted the new logo to emphasize the aerodynamic quality of Lexus vehicles and the combination of precision and art. That is why the full Lexus logo uses a custom font that flows together for a sense of seamless motion.
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