Lexus has grown into a well-respected luxury lifestyle brand. Although best known for making great cars, initiatives including the Lexus sports yacht and the LOFT are taking the brand in interesting directions. A disciplined but flexible approach to communications is required in order to ensure customers and prospects are presented with a consistent brand across all touchpoints.

With our deep knowledge of all things Lexus, combined with three decades of branding expertise, we understand how to design and protect a visual identity. We translated the brand signifiers and differentiators into a visual language, developing rules with the flexibility to be applied across Europe. Our guidelines are not limited to visual aspects, either – tone-of-voice is addressed to reach a new, younger, demographic.

Thinking of the end user at all stages, our guidelines provide clear instruction to ensure consistent application – across print, web, social media and TV. To address a pan-European audience, we reduced the quantity of text used to convey information, providing clear annotations and facilitate translation. The resulting brand guidelines underpin all Lexus communication across Europe.

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