USB

📋 1 Guidelines

🔗 Connections

Sector

Electronics Hardware

Region

International

Guideline Year

2018

Language

English

Tags

Technology

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • To pursue perfection and provide the finest luxury vehicles and ownership experiences, deeply satisfying to the senses and respectful of customers’ time and achievements [^1].
Core Values
  • Quality
  • Integrity
  • Passion
  • Pride
  • Extraordinary Service
  • Respect for Time
  • Personal Achievement
  • Contemporary Luxury
  • Responsibility
  • Customer Satisfaction
  • Innovation [^2]
Target Audience
  • Luxury automotive customers who value memorable experiences, comfort, innovation, and ultimate respect for their time; sophisticated, contemporary individuals seeking personal and sensory immersion [^3].
Personality Traits
  • Self-Assured
  • Caring
  • Inspired
  • Impressive
  • Dynamic
  • Elegant
  • Advanced
  • Lasting [^4]
Visual Identity Overview
  • The visual identity is defined by a strong, instantly recognizable brand signature (logo and logotype), a unique color palette reflecting modern luxury, clean and contemporary typography, and imagery that conveys sophistication, elegance, and sensory immersion. Consistency and simplicity are emphasized across all communications and environments [^5].

Categories

Brand Voice
  • Whether the subject is new cars or Certified Pre-Owned, the tone of your communications should dignify and uplift our products and our brand. In other words, be polite but not patronizing. Be intelligent but not condescending. Educate but don’t preach. Remember that the Lexus name alone speaks volumes, so use superlatives sparingly. Consider the integrity of your message, and present it in an interesting and inspiring way.
  • Regardless of format or medium, your layout and copy should always reflect the Lexus spirit and personality. In the spirit of contemporary luxury, keep the look clean, inviting and sophisticated.
  • Think of Lexus online communications as an extension of your associates and your facility. From e-mail to your Web site, online communications provide your customer with 24-hour access to Lexus. In the spirit of opening and maintaining a dialogue with potential customers, every communication should be timely, personal and relevant, and should strive to motivate the customer without being overly zealous.
Brand Imagery
  • For maximum readability, place the brand signature in an area that provides adequate space in relation to elements in the image. Also make sure that there is sufficient contrast between the image and the logo.
  • Take brand signature positioning into account when art directing or shooting new photography.
  • When placing the brand signature in an image, use Lexus Black or white. Never use any other colors for the logo, and never tint the logo. Make your choice for greatest contrast and maximum legibility.
  • Do not use the Lexus logo on com­plex areas of images, over patterned backgrounds, or where lack of con­trast reduces legibility.
  • Photography can powerfully express the spirit of contemporary luxury, and can quickly engage the consumer. When using photography, select natural and inviting imagery that incorporates vehicles in genuine situations. No matter what the subject, aim for shots that are inspirational, compelling and real.
  • Shots show people and cars in a way that impacts a strong sense of a contemporary luxury lifestyle. Format: 35 mm or 2 1/4
  • Shots concentrate on the materials, detail and finish (leather, carpet, chrome, wood, lights, body panels). Format: 35 mm or 4 x 5
  • Shots show the “big picture” alluding to an experience rather than a lifestyle and placing the car in context. Format: 35 mm or 2 1/4
  • Illustration can sometimes be more effective than photography. Choose clean, precise and proportional line drawings with maximum visual impact. Avoid the use of clip art.
Color Palette
  • The Lexus logo color palette is unique to our brand. It reflects the functional elegance of modern industrial design and the look of contemporary luxury. Use these colors consistently in your visual communications to build awareness for Lexus.
  • Consistent use of the four Lexus logo colors supports a unified brand identity. Use these colors exclusively for all corporate communications. These are the only colors that may be applied to the Lexus symbol and Lexus logotype.
  • When printing 4-color, substitute CMYK black for Lexus Black. For 1-color printing, use 100% black.
  • Use Lexus Gold for signage and permanent structures. See Facilities section page 26.
  • Above are examples of the logo colors on Lexus Black, Lexus Gray and white backgrounds. Lexus Gold Foil (Crown 400) is allowed for brand signatures only. Do not use foil for type or backgrounds. The preferred signature is Lexus Gray on a white background.
  • Should you need to display the sig­nature on alternate color fields, the signature may be displayed in black on a color field of equivalent value to 30% of black or lighter. On color field values equal to 70% of black or darker, the signature may be dis­played in white only.
  • PANTONE Black 3 = RO/G0/BO PANTONE 409 = R157/G141/B133
  • Think of the specially developed Lexus primary and accent color palettes as a reference rather than an exhaustive guide to color. Primary colors are intended for the major portion of a communication. Use accent colors to enhance, not overpower, the primary colors.
  • Careful use of tints can help provide visual clarity and legibility. Use tints sparingly (e.g., charts and diagrams) to highlight levels of information.
  • For PANTONE 7536 you may use Lexus Gray (PANTONE 409). Avoid using PANTONE 7536 and Lexus Gray in the same communication.
  • CMYK percentages and RGB values listed are based on PANTONE solid to process colors on coated stock and should be used as an approximate guide only. Printers and monitors will vary slightly.
  • Avoid the use of bright, oversat-urated or fluorescent colors. For optimal reproduction of the color palettes, print with solid PANTONE inks whenever possible.
  • The amount of color to use is directly proportional to the size of a project-the bigger the project, the more color possibilities. But remember, too much color or too many colors can ruin a simple, elegant page.
  • Avoid the use of too many colors in any communication. Keep it simple and use accent colors sparingly and tastefully.
  • Colors should complement, not compete, with the colors in the image(s).
  • Do not use primary or accent colors to reproduce the Lexus logos. Follow the guidelines for brand signature colors on page 9.
  • The primary color palette is not intended for use in facility design. For more information, refer to page 26.
Typography
  • The Lexus family of fonts is as distinctive and versatile as the model lineup itself. The clean, contemporary lines of our fonts create a look of timeless quality and strengthen the spirit of the Lexus brand. Ideally suited to the range of print and electronic media, the Lexus font family conveys an air of authority without formality, confidence without arrogance.
  • Use the Lexus family of fonts for all of your communications, from temporary signage to corporate stationery to Internet ad banners. Consistent use of the fonts is essential to conveying a unified impression.
  • The Nobel family of fonts has been licensed for worldwide use by all Lexus associates and Lexus vendors.
  • Fonts for the PC or Mac can be downloaded at http://adplanner.lexus.com.
  • THE NOBEL FONT FAMILY Nobel Light Nobel Light Italic Nobel Book Nobel Book Italic Nobel Regular Nobel Regular Italic Nobel Bold Nobel Bold Italic Nobel Black Nobel Black Italic
  • Use these guidelines as recommendations, rather than hard and fast rules. Your choice of font weight and size will require a design judgment appropriate for each communication.
  • Headlines should be set in Nobel Bold or Regular, preferably in all caps or, alternatively, initial caps.
  • For a subhead to a headline, use Nobel Bold or Regular at a size ratio of approximately 3:2. Avoid tracking type less than 0.
  • Avoid tracking type less than 0.
  • Nobel Bold | Horizontal Scale 100% | Tracking +10 | All caps.
  • Nobel Regular | Horizontal Scale 100% | Tracking +10 | All caps.
  • Nobel Bold | Horizontal Scaling 100% | Tracking +10 | Initial caps.
  • The tracking values specified are for use in QuarkXPress™ on Mac or PC. For type set in Adobe® Illustrator,® use the values given multiplied by 4. For example, headlines should be tracked +40 in Illustrator.
  • The name “Lexus,” whether used alone or with model names, is always written in uppercase and lowercase in the same weight font as the copy in which it appears.
  • Body copy should be set flush left in Nobel Book. Strive for open leading (line spacing). When fitting copy, avoid tracking type less than -3.
  • Caption heads should be set flush left in Nobel Bold all caps and should be set slightly smaller than the body copy (Nobel Book) beneath it. Avoid tracking more than +10.
  • Legal copy and footnotes should be set in Nobel Book Italic. When fitting copy, avoid tracking type less than -1.
  • Nobel Book | Horizontal Scale 100% | Tracking 0 | Optimum size 9–12 points
  • Nobel Book Italic | Horizontal Scale 100% | Tracking 0 | Optimum size 6–8 points
  • As a general rule, use color rather than weight to create order in information. Always use solid colors, never tints, for type.
  • Do not stretch, condense or outline type, and avoid the use of drop shadows and blurs.
  • Use Nobel Regular when refering to Lexus models. There should be a half-space between the model initials and the numeric figures. The figures and editions may be highlighted in Lexus Gray where appropriate (not in body copy).
  • When referring to Lexus editions, (e.g., SportCross) leave a half-space and add the edition name in Nobel as shown above.
  • In single-color applications, 70% black may be substituted for a spot color.
Logo Usage
  • The Lexus symbol and logotype together create the brand signature. Use the standard brand signature format whenever space permits. Since a familiar look heightens recognition and visual impact, maintain a consistent logo format throughout each communication.
  • Use the standard brand signature in all applications, space permitting. Do not use the logotype alone, unless in special applications with prior approval. Never use the brand signature as part of a sentence. Follow the size and format guidelines as outlined on pages 3 and 4.
  • When space is restricted, using the symbol without the logotype is encouraged. However, use it spar-ingly—no more than once on any page and never as part of a sentence. Never combine it with any other logos or copy, unless in special applications with prior approval.
  • Use the stacked brand signature only when space is restricted. Never alter the size relationship between the symbol and logotype.
  • The Lexus symbol mark cannot be disassembled; the “L” and the ellipse must always be used together. The logotype is represented by specially created letterforms that spell the Lexus name. These two registered trademarks form the most significant feature of Lexus product and corporate identity and must never be altered.
  • When using the Lexus symbol and logotype, don’t forget about the exclusion zone. Simply put, it’s the clear space around the logo that prevents interference from other graphic elements.
  • When using the symbol alone, the exclusion zone dimensions are deter­mined by the X height of the symbol.
  • When using the logotype, exclusion zone dimensions are determined by the X height of the logotype.
  • Follow the same exclusion zone requirements for logos that appear in reversed or negative form.
  • Do not allow the brand signature to bleed off the page. Also, do not use it upside down or on its side.
  • Only use the symbol and logotype provided. See Ad Planner information on page 3.
  • Only use the symbol and logotype provided. Do not re-size the symbol or logotype separately.
  • To maintain design integrity, reproduce the Lexus symbol and logotype in the appropriate size for the application. The two breaks in the ellipse surrounding the stylized “L” must remain visible. Follow the minimum size requirements for each of the accepted logo variations.
  • Range the left-hand edge of the “L” of the logotype when aligning text or objects with the standard brand signature. Always be sure to incorporate the proper exclusion zone. Refer to letterhead on page 20.
  • Minimum reproduction sizes: Print: 1", 1/4", 3/4"; 25 mm, 6 mm, 19 mm.
  • Minimum reproduction sizes: Interactive: 86 pixels; Preferred size, 98 pixels; 24 pixels; 72 pixels.
  • Video demands crisp and clear images, so maintain a logotype scan height of at least 36 scan lines on a 720 x 540 scan screen. Use the standard brand signature whenever space permits.
  • Provide logos digitally at 100% of the final size as a 72-dpi Photoshop® PICT file at 640 x 480. Be sure to make your artwork TV-safe.
  • For maximum readability, place the brand signature in an area that provides adequate space in relation to elements in the image. Also make sure that there is sufficient contrast between the image and the logo.
  • Take brand signature positioning into account when art directing or shooting new photography.
  • When placing the brand signature in an image, use Lexus Black or white. Never use any other colors for the logo, and never tint the logo. Make your choice for greatest contrast and maximum legibility.
  • A consistent and instantly recognizable look helps to maximize brand impact. It is important not to experiment with variations of the logo.
  • Do not reproduce the symbol or logotype in any color other than white or the logo colors shown on page 9.
  • Do not use the Lexus logo on com­plex areas of images, over patterned backgrounds, or where lack of con­trast reduces legibility.
  • In addition to maintaining the exclusion zone (page 2), do not incorporate the brand signature into type or body copy, or center it above type or body copy.
  • Do not use different color treat­ments for the Lexus symbol and logotype.
  • Do not add elements such as drop shadows, or enclose the logo in any kind of border.
  • Do not stretch or distort the logo, add outlines or any other graphic treatment.
  • Do not create patterns from the Lexus symbol or logotype.
  • Do not create new size relationships between the symbol and logotype, or combine the Lexus symbol or logotype branding with other text or marks.
  • Consistent use of the four Lexus logo colors supports a unified brand identity. Use these colors exclusively for all corporate communications. These are the only colors that may be applied to the Lexus symbol and Lexus logotype.
  • When printing 4-color, substitute CMYK black for Lexus Black. For 1-color printing, use 100% black.
  • Use Lexus Gold for signage and permanent structures. See Facilities section page 26.
  • Above are examples of the logo colors on Lexus Black, Lexus Gray and white backgrounds. Lexus Gold Foil (Crown 400) is allowed for brand signatures only. Do not use foil for type or backgrounds. The preferred signature is Lexus Gray on a white background.
  • Should you need to display the sig­nature on alternate color fields, the signature may be displayed in black on a color field of equivalent value to 30% of black or lighter. On color field values equal to 70% of black or darker, the signature may be dis­played in white only.
  • Do not use primary or accent colors to reproduce the Lexus logos. Follow the guidelines for brand signature colors on page 9.
Tone And Messaging
  • Through this guide, we hope all Lexus Associates and partners will capture the spirit of who we are, take pride in the exceptional benefits we provide to our customers, and be fully equipped to communicate the distinctive tone and personality that set us apart from less passionate luxury brands.
  • Lexus has always focused on what matters most to the luxury customer. This is why we build products that are not only admired on the outside but also highly refined on the inside. And why we don’t simply produce fine cars but pursue perfection to create the finest luxury vehicles on the road. It’s also why we don’t merely offer an excellent dealership experience but one that is unequalled in the luxury automotive category. And why we promise to make the most of every moment our customer spends with us.
  • ESSENCE The Pursuit of Perfection PROMISE Luxury that helps you make the most of every moment BENEFITS every moment • Time & Moments • Sensory Immersion PERSONALITY • Personal & Individual Self-Assured, Caring, Inspired We create I.D.E.A.L.t products tlmpressive Dynamic Elegant Advanced Lasting
  • The Lexus brand vision and values are more than a set of shared beliefs. They also inspire and show how we express ourselves, and shape our customer’s experience. These guidelines convey our vision and values in practical terms. They help us to express the spirit of contemporary luxury in everything we do, show, say and share with our customer
  • We are passionately committed to providing our customers with an ownership experience that is deeply satisfying to the senses.
  • We strive to deliver extraordinary service, seeking to anticipate and seamlessly meet our customers’ needs in every thought, word and gesture. To do so is our greatest privilege.
  • We are profoundly respectful of our customers’ time and total experience.
  • We celebrate our customers’ personal goals and achievements, and share in their passion for making the most of every moment.
  • When it comes to advertising the world’s finest vehicles, it’s not just what you say that’s important, but how you say it. Whether the subject is new cars or Certified Pre-Owned, the tone of your communications should dignify and uplift our products and our brand. In other words, be polite but not patronizing. Be intelligent but not condescending. Educate but don’t preach. Remember that the Lexus name alone speaks volumes, so use superlatives sparingly. Consider the integrity of your message, and present it in an interesting and inspiring way.
  • Regardless of format or medium, your layout and copy should always reflect the Lexus spirit and personality. In the spirit of contemporary luxury, keep the look clean, inviting and sophisticated.
  • Think of Lexus online communications as an extension of your associates and your facility. From e-mail to your Web site, online communications provide your customer with 24-hour access to Lexus. In the spirit of opening and maintaining a dialogue with potential customers, every communication should be timely, personal and relevant, and should strive to motivate the customer without being overly zealous.
Brand Values
  • Great brands live in people’s hearts and minds. They express a set of core values that resonate with the customer, and they possess the power to inspire.
  • Successful brands form the basis of a powerful relationship. Customers trust them and expect great things of them.
  • Lexus is one of these great brands. To our customers, we stand for more than premium luxury automobiles. We represent a company that is focused and passionate. A company that has an understanding of, and concern for, our customers. A company with a keen appreciation for a rich quality of life.
  • Through this guide, we hope all Lexus Associates and partners will capture the spirit of who we are, take pride in the exceptional benefits we provide to our customers, and be fully equipped to communicate the distinctive tone and personality that set us apart from less passionate luxury brands.
  • As you do so, you will help to maintain and strengthen the bond of trust that Lexus shares with its customers, and to uphold the value of the Lexus brand.
  • Lexus has always focused on what matters most to the luxury customer. This is why we build products that are not only admired on the outside but also highly refined on the inside. And why we don’t simply produce fine cars but pursue perfection to create the finest luxury vehicles on the road. It’s also why we don’t merely offer an excellent dealership experience but one that is unequalled in the luxury automotive category. And why we promise to make the most of every moment our customer spends with us.
  • ESSENCE The Pursuit of Perfection PROMISE Luxury that helps you make the most of every moment BENEFITS every moment • Time & Moments • Sensory Immersion PERSONALITY • Personal & Individual Self-Assured, Caring, Inspired We create I.D.E.A.L.t products tlmpressive Dynamic Elegant Advanced Lasting
  • Today, luxury buyers place a premium on memorable experiences and time well spent. They value products and experiences that offer luxury, comfort and innovation, and demonstrate ultimate respect for their time. Not only do we share the values and priorities of contemporary luxury purchasers, we celebrate them.
  • The Lexus brand vision and values are more than a set of shared beliefs. They also inspire and show how we express ourselves, and shape our customer’s experience. These guidelines convey our vision and values in practical terms. They help us to express the spirit of contemporary luxury in everything we do, show, say and share with our customer
  • In August of 1989, each and every Lexus Associate made a commitment to provide the highest levels of product quality and customer care.
  • Lexus will win the race because we will: do it right from the start, have the finest dealer network in the industry, and treat each customer as we would a guest in our own home.
  • Our guiding principles derive from the legacy of leadership and innovation that has inspired us from the beginning. Our guiding principles are our covenant in action. They are the basis for the QUALITY, INTEGRITY, PASSION AND PRIDE that define the Lexus experience.
  • We demonstrate the truth of these principles every day, and see their wisdom reflected in our customer relationships, our working partnerships and our own professional pride.
  • By living these principles, we stand above the rest.
  • • We are passionately committed to providing our customers with an ownership experience that is deeply satisfying to the senses.
  • • We strive to deliver extraordinary service, seeking to anticipate and seamlessly meet our customers’ needs in every thought, word and gesture. To do so is our greatest privilege.
  • • We are profoundly respectful of our customers’ time and total experience.
  • • We celebrate our customers’ personal goals and achievements, and share in their passion for making the most of every moment.
Visual Style
  • The Lexus symbol and logotype together create the brand signature. Use the standard brand signature format whenever space permits. Since a familiar look heightens recognition and visual impact, maintain a consistent logo format throughout each communication.
  • Use the standard brand signature in all applications, space permitting. Do not use the logotype alone, unless in special applications with prior approval. Never use the brand signature as part of a sentence. Follow the size and format guidelines as outlined on pages 3 and 4.
  • When space is restricted, using the symbol without the logotype is encouraged. However, use it spar-ingly—no more than once on any page and never as part of a sentence. Never combine it with any other logos or copy, unless in special applications with prior approval.
  • Use the stacked brand signature only when space is restricted. Never alter the size relationship between the symbol and logotype.
  • The Lexus symbol mark cannot be disassembled; the “L” and the ellipse must always be used together. The logotype is represented by specially created letterforms that spell the Lexus name. These two registered trademarks form the most significant feature of Lexus product and corporate identity and must never be altered.
  • When using the Lexus symbol and logotype, don’t forget about the exclusion zone. Simply put, it’s the clear space around the logo that prevents interference from other graphic elements.
  • When using the symbol alone, the exclusion zone dimensions are deter­mined by the X height of the symbol.
  • When using the logotype, exclusion zone dimensions are determined by the X height of the logotype.
  • Follow the same exclusion zone requirements for logos that appear in reversed or negative form.
  • Do not allow the brand signature to bleed off the page. Also, do not use it upside down or on its side.
  • Only use the symbol and logotype provided. See Ad Planner information on page 3.
  • Standard brand signature exclusion zone. Only use the symbol and logotype provided. See Ad Planner information on page 3.
  • Symbol exclusion zone
  • Stacked brand signature exclusion zone. Only use the symbol and logotype provided. Do not re-size the symbol or logotype separately.
  • To maintain design integrity, reproduce the Lexus symbol and logotype in the appropriate size for the application. The two breaks in the ellipse surrounding the stylized “L” must remain visible. Follow the minimum size requirements for each of the accepted logo variations.
  • Range the left-hand edge of the “L” of the logotype when aligning text or objects with the standard brand signature. Always be sure to incorporate the proper exclusion zone. Refer to letterhead on page 20.
  • Minimum reproduction sizes: Print 1", 1/4", 3/4"; 25 mm, 6 mm, 19 mm.
  • Minimum reproduction sizes: Interactive 86 pixels; Preferred size, 98 pixels; 24 pixels; 72 pixels.
  • Video demands crisp and clear images, so maintain a logotype scan height of at least 36 scan lines on a 720 x 540 scan screen. Use the standard brand signature whenever space permits.
  • Provide logos digitally at 100% of the final size as a 72-dpi Photoshop® PICT file at 640 x 480. Be sure to make your artwork TV-safe.
  • For maximum readability, place the brand signature in an area that provides adequate space in relation to elements in the image. Also make sure that there is sufficient contrast between the image and the logo.
  • Take brand signature positioning into account when art directing or shooting new photography.
  • When placing the brand signature in an image, use Lexus Black or white. Never use any other colors for the logo, and never tint the logo. Make your choice for greatest contrast and maximum legibility.
  • A consistent and instantly recognizable look helps to maximize brand impact. It is important not to experiment with variations of the logo.
  • Do not reproduce the symbol or logotype in any color other than white or the logo colors shown on page 9.
  • Do not use the Lexus logo on com­plex areas of images, over patterned backgrounds, or where lack of con­trast reduces legibility.
  • In addition to maintaining the exclusion zone (page 2), do not incorporate the brand signature into type or body copy, or center it above type or body copy.
  • Do not use different color treat­ments for the Lexus symbol and logotype.
  • Do not add elements such as drop shadows, or enclose the logo in any kind of border.
  • Do not stretch or distort the logo, add outlines or any other graphic treatment.
  • Do not create patterns from the Lexus symbol or logotype.
  • Do not create new size relationships between the symbol and logotype, or combine the Lexus symbol or logotype branding with other text or marks.
Layout And Composition
  • When using the Lexus symbol and logotype, don’t forget about the exclusion zone. Simply put, it’s the clear space around the logo that prevents interference from other graphic elements.
  • When using the symbol alone, the exclusion zone dimensions are deter­mined by the X height of the symbol.
  • When using the logotype, exclusion zone dimensions are determined by the X height of the logotype.
  • Follow the same exclusion zone requirements for logos that appear in reversed or negative form.
  • Do not allow the brand signature to bleed off the page. Also, do not use it upside down or on its side.
  • Standard brand signature exclusion zone. Only use the symbol and logotype provided. See Ad Planner information on page 3.
  • Symbol exclusion zone
  • Stacked brand signature exclusion zone. Only use the symbol and logotype provided. Do not re-size the symbol or logotype separately.
  • Range the left-hand edge of the “L” of the logotype when aligning text or objects with the standard brand signature. Always be sure to incorporate the proper exclusion zone. Refer to letterhead on page 20.
  • To maintain design integrity, reproduce the Lexus symbol and logotype in the appropriate size for the application. The two breaks in the ellipse surrounding the stylized “L” must remain visible. Follow the minimum size requirements for each of the accepted logo variations.
  • Minimum reproduction sizes: Print 1" 1/4" 3/4" 25 mm 6 mm 19 mm
  • Minimum reproduction sizes: Interactive 86 pixels Preferred size, 98 pixels 24 pixels 72 pixels
  • Video demands crisp and clear images, so maintain a logotype scan height of at least 36 scan lines on a 720 x 540 scan screen. Use the standard brand signature whenever space permits.
  • Provide logos digitally at 100% of the final size as a 72-dpi Photoshop® PICT file at 640 x 480. Be sure to make your artwork TV-safe.
  • Place the brand signature in an area that provides adequate space in relation to elements in the image. Also make sure that there is sufficient contrast between the image and the logo.
  • Take brand signature positioning into account when art directing or shooting new photography.
  • When placing the brand signature in an image, use Lexus Black or white. Never use any other colors for the logo, and never tint the logo. Make your choice for greatest contrast and maximum legibility.
  • Do not reproduce the symbol or logotype in any color other than white or the logo colors shown on page 9.
  • Do not use the Lexus logo on com­plex areas of images, over patterned backgrounds, or where lack of con­trast reduces legibility.
  • In addition to maintaining the exclusion zone (page 2), do not incorporate the brand signature into type or body copy, or center it above type or body copy.
  • Do not use different color treat­ments for the Lexus symbol and logotype.
  • Do not add elements such as drop shadows, or enclose the logo in any kind of border.
  • Do not stretch or distort the logo, add outlines or any other graphic treatment.
  • Do not create patterns from the Lexus symbol or logotype.
  • Do not create new size relationships between the symbol and logotype, or combine the Lexus symbol or logotype branding with other text or marks.
  • Your layout and copy should always reflect the Lexus spirit and personality. In the spirit of contemporary luxury, keep the look clean, inviting and sophisticated.
  • In addition to using the Nobel family of fonts in your signage and P. OP. materials, strive to keep every communication simple and direct. Too many words and elements will detract from the message.
Business Systems
  • In our corporate communications, graphic continuity—the use of a uniform visual style—provides business system designs with a solid, professional appearance that serves to enhance the Lexus brand.
  • Your stationery represents your dealership as well as the Lexus image. Templates for the entire Lexus corporate stationery package are provided here in this manual.
  • Choose a cotton rag (non-glossy and uncoated) bright white card stock of a weight of 90# or greater.
  • The Lexus brand signature prints in Lexus Gray. All other informa­tion prints in black.
  • Set the dealership DBA name and main telephone number in bold weight. Set all other information in book weight, refer to page 13.
  • In the case of dual dealerships, you must use separate Lexus stationery, including business cards, for all Lexus-related communications.
  • Card Size: 3 1/2" x 2
  • Lexus Gray ] PANTONE 409
  • Choose a bright white paper stock Forms should maintain the basic principles shown within this guide lor all stationery products. (Reler to Lexus Dealer Daily). I1 producing in one color, print in black on white stock. I1 printing in two colors, use symbol and logotype in Lexus Gray.
  • Align body of letter_Ι,*“ο to “L” of logotype
  • Letterhead 8 1/2” x 11" Stationery samples shown at 37% of actual size.
  • Fax Sheet 8 1/2" x 11"
  • 9" x 12" Envelope
  • #10 Envelope
  • The purpose of a PowerPoint® presentation is to provide the audience with key points and simple visual aids. With that in mind, keep pages uncluttered and easy to read. Keep copy short and minimize the use of complicated builds and animations. To ensure a unified look for every presentation, only use the most current template provided on http://adplanner.lexus.com.
  • Avoid complicated images and illustrations. Make sure images are large enough to be viewed clearly on-screen.
  • To ensure that images don’t blend into the background, contain dark images in a box outlined in a color lighter than the background.
  • Avoid using too many words and images on a page. The proper use of negative space gives a presentation more impact.
Facilities
  • Every Lexus environment must please and inspire the senses. Choose colors, materials and furnishings accordingly. To reflect the ideal of contemporary luxury, the overall look should be understated, sophisticated and elegant yet also warm and inviting. Sales and Service teams should be professional, gracious and attentive-anticipating the needs of the customer.
  • To provide the ultimate customer experience, offer services that are relevant and appealing to your guests such as premium coffee, com­plimentary beverages and snacks.
  • Arrange furniture and displays to provide completely unobstructed access to vehicle display areas, service counters and work spaces.
  • Sales and service staff attire should be appropriate to the specilc dealer­ship clientele and environment.
  • Music can evoke powerful emotions and enhance the mood in a setting. Choose simple arrangements of acoustic (not electronic) music, preferably featuring a dominant solo instrument.
  • If you decide to co-brand within your showroom, judiciously choose other brands that support the Lexus image of service. Before you proceed, seek Lexus corporate approval by con­tacting the Dealer Facilities Manager.
  • For more information on facility plan­ning, contact the “Vision USA” Lexus Dealer Facility Design Department at Lexus or your Area Office Market Representation Manager. They can provide copies at no charge, of the Facility Planner, Interior Finishes Materials, National Account Vendors and an Exterior Sign Brochure. For your convenience, you can also view an electronic version of the Lexus Dealer Facility Planner on Lexus Dealer Daily at http://dealer.lexus.com.
  • Use Lexus Gold for signage and permanent structures. See Facilities section page 26.
  • The primary color palette is not intended for use in facility design. For more information, refer to page 26.
Signage Point Of Purchase
  • Keep in mind that even a temporary sign reflects on the Lexus brand. Refer to the guidelines set forth in the brand signature, color and font sections of this book when designing every sign and point-of-purchase display.
  • The Lexus alphabet is available on the Lexus Ad Planner and is intended for use in exterior and vehicle signage. Use the Nobel font for non-permanent signage or other printed materials.
  • In addition to using the Nobel family of fonts in your signage and P. OP. materials, strive to keep every communication simple and direct. Too many words and elements will detract from the message.
  • The use of oversaturated, fluorescent or bright colors is not appropriate.
  • The use of high-quality materials is integral to the design of a Lexus communications piece. This applies to everything from the paper chosen for signs and banners to the wood used to build a kiosk.
  • Choose quality products that reflect the Lexus Brand. For merchandise approval, contact the National Merchandising Manager.*
Merchandising
  • The Lexus brand is a symbol of contemporary luxury, precision performance and well-crafted style. Applying the brand to special promotional materials requires the same care and thoughtfulness that are applied to all Lexus design.
  • Choose quality products that reflect the Lexus Brand. For merchandise approval, contact the National Merchandising Manager.*
  • *Merchandise to be sold requires a license agreement with Lexus, a division of Toyota Motor Sales, Inc.
Events
  • In many cases, an event may be the first contact between a potential customer and the Lexus brand. It’s a unique opportunity to build personal relationships, and should create a strong, positive impression of Lexus. When sponsoring or hosting an off-site event, consider whether it will help to represent the essence of Lexus style, quality and elegance. Consider associations that depict a positive relationship and appeal to a sophisticated, contemporary audience. Events should be entertaining and inspiring-supporting the ultimate Lexus experience.
  • Appropriate event categories include arts, charity, culinary, education, music, ride-and-drive, sports, technology, theater and travel.
  • All requests to develop an event or promotion should be directed to your Lexus Area Merchandising Manager or your LDA Field Operations office for evaluation.
Model Nomenclature
  • Whenever possible, simply refer to specific models by their alpha name (LS, GX). When it is necessary to distinguish between two different models of the same name, use both the alpha and the numeric designation, with a half-space between the model initials and the figures. (GS 430 and GS 300).
  • Use Nobel Regular when refering to Lexus models. There should be a half-space between the model initials and the numeric figures. The figures and editions may be highlighted in Lexus Gray where appropriate (not in body copy).
  • When referring to Lexus editions, (e.g., SportCross) leave a half-space and add the edition name in Nobel as shown above.
  • In single-color applications, 70% black may be substituted for a spot color.
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