Toyota joins other major car brands by moving to flat logo design. More significantly, it is also removing its word mark from its primary brand identity. The brand refresh by agency The&Partnership for Toyota Europe exclusively, seeks to address digital use where simplified or flat design provides better readability and clarity. A new custom typeface called Toyota Type was also introduced along with a new monochrome color palette featuring a range of grays and an accent red. The new logo design and brand identity system will appear first in Europe with all vehicles still featuring the current logo. Whether the identity will be rolled out globally has not been announced. Certainly, a respectable refresh. We’re curious to see whether the global brand embraces the new European approach.
Month: July 2020
Campaign advertising: testimonials work in this social media world
It’s Okay to Change Your Mind, is an effective campaign spot from another anti-Trump Republican group, Republican Voters Against Trump. Real Republicans from all walks of life give their take on why Trump was a mistake for them and why they plan to vote for Biden. The goal is obviously to chisel away at the president’s base. Will it resonate with its target audience or merely brushed aside as fake news? Time will certainly tell, but the impact as advertising is real and believable.
Live stream moves into main stream fashion marketing
Shot during a twelve-hour live stream in July 2020, Gucci creative director Alessandro Michele revealed what lies behind the making of a (well-financed) fashion ad. Throughout the course of one day, the campaign features the Gucci design team as models wearing pieces from the Epilogue collection. Two Roman locations, Palazzo Sacchetti and graffiti-covered Campo Boario are add to the eclectic, colorful vintage inspired extravaganza. Shot by Alec Soth and filmed by directors Damiano and Fabio D’Innocenzo. Gucci continues to lead the top tier of fashion brands in creative and innovative use of social media channels. Their growth since Michele took over creative duties is definitive proof of a successful luxury brand today. Bellissimo!
