Toyota IP Solutions Brand Identity & Launch
Toyota IP Solutions Brand Identity & Launch
Toyota IP Solutions is a licensing platform for the brand’s most forward-looking technologies. We led naming, identity design and creative direction for its launch—building a visual system rooted in precision, partnership, and cross-industry innovation.
Challenge
Toyota needed a brand and communication system to support a new initiative: offering select proprietary technologies for external licensing. The platform had to reflect the authority and rigor of Toyota’s R&D while opening the door to startups, engineers, and global partners across industries. The branding also needed to differentiate Toyota IP Solutions from the parent company without losing its credibility or voice.
Approach
We developed a brand system emphasizing clarity, innovation, and collaboration. At its center was a custom symbol combining the forms of a fingerprint and a globe—representing both the uniqueness of Toyota’s proprietary technologies and the partnerships made possible through their patents. The mark balanced mid-century optimism with contemporary precision, supported by a visual language that extended across materials and electronics portfolios. The system was designed to scale seamlessly across storytelling, digital, and event touchpoints—including a responsive website, CES launch materials, and print collateral for long-term adoption.
Role
Led creative direction and identity development from concept through launch. Oversaw brand strategy, visual system design, and implementation across all touchpoints—including digital, print, and experiential. Collaborated directly with Toyota’s leadership and internal teams to ensure the new identity reflected both the brand’s technological rigor and its commitment to open innovation.
Stakeholders + Team
Toyota Motor North America (TMNA).
Design: Xavier Correa, copy: Alla Arutcheva.
Impact
- Successfully launched at CES as Toyota’s first open IP licensing platform
- Created cohesion and clarity around a complex, multi-category offering
- Helped shift perception of Toyota from auto manufacturer to cross-industry innovation partner
- Positioned Toyota at the forefront of global IP strategy, actively licensing patents for the first time
- Reinforced Toyota’s standing as the top global automotive patent holder, with over 2,400 U.S. patents secured in 2024 alone
Deliverables
- Naming and brand identity
- Website design and visual system
- Messaging and collateral for CES
- Category visuals for materials and electronics portfolios
- Modular brand toolkit for future updates
