About Toyota

History of Toyota

Chronology

Ever since it’s founding, Toyota has sought to contribute to a more prosperous society through the manufacture of automobiles, operating its business with a focus on vehicle production and sales.

To celebrate its 75th anniversary, the company has compiled 75 Years of Toyota. Have a look at the company's progress over the last three-quarter century. For more information click here

Ideas behind the Ovals

The current Toyota mark was introduced in October of 1989, to commemorate the 50th year of the company. The development of the current logo took about five years, as it was necessary to develop a suitable logo to integrate with the rising profile of Toyota in foreign countries. There were two motivating factors in designing the logo: recognition from a distance announcing the "arrival of Toyota", and a logo with a strong visual impact that stands out from other automobiles.

There are three ovals in the new logo that are combined in a horizontally symmetrical configuration. The two perpendicular ovals inside the larger oval represent the heart of the customer and the heart of the company. They are overlapped to represent a mutually beneficial relationship and trust between each other.

The overlapping of the two perpendicular ovals inside the outer oval symbolizes "T" for Toyota, as well as a steering wheel, representing the vehicle itself. The outer oval symbolizes the world embracing Toyota. Each oval is contoured with different stroke thicknesses, similar to the "brush" art known in Japanese culture.

The space in the background within the logo exhibits the "infinite values" which Toyota conveys to its customers: superb quality, value beyond expectation, joy of driving, innovation, and integrity in safety, the environment and social responsibility.

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Power of the Brand

This newly designed Toyota logo made its debut on their luxury model, Celsior, in October of 1989. Soon after more models were proudly displaying the new emblem. An unprecedented logo of its time and clearly perceptible from both head on and a rear view mirror, it has quickly became widely recognized as the symbol of "Toyota".

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Vision & Philosophy

Since its foundation, Toyota has been using its Guiding Principles to produce reliable vehicles and sustainable development of society by employing innovative and high quality products and services.

Toyota Global Vision

Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, constant innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile. We will meet our challenging goals by engaging the talent and passion of people, who believe there is always a better way.

Guiding Principles at Toyota

• Honor the language and spirit of the law of every nation and undertake open and fair business activities to be a good corporate citizen of the world.
• Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in their respective communities.
• Dedicate our business to providing clean and safe products and to enhancing the quality of life everywhere through all of our activities.
• Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide.
• Foster a corporate culture that enhances both individual creativity and the value of teamwork, while honoring mutual trust and respect between labor and management.
• Pursue growth through harmony with the global community via innovative management.
• Work with business partners in research and manufacture to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships.

Five Main Principles of Toyoda

Established in 1992, revised in 1997. (Translation from original Japanese)

1. Always be faithful to your duties, thereby contributing to the company and to the overall good.
2. Always be studious and creative, striving to stay ahead of the times.
3. Always be practical and avoid frivolousness.
4. Always strive to build a homelike atmosphere at work that is warm and friendly.
5. Always have respect for spiritual matters, and remember to be grateful at all times.

We have compiled our Corporate Social Responsibility Policy: Contribution towards Sustainable Development, which interprets and explains the "Guiding Principles at Toyota" by taking into consideration the relationship we have with our stakeholders.