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(Brand guidelines) // Automotive

Toyota brand
guidelines

Toyota’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from toyota.com.

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About Toyota

Toyota is an automotive brand built around freedom of movement, dependable engineering, and the possibility of going further—on everyday drives, ambitious adventures, and journeys toward more sustainable mobility. Its communications pair confident, forward-looking ideas with useful product detail and an inviting sense of exploration.

Use the Toyota emblem and wordmark lockup as the primary brand signature. Keep the red staging platform, emblem and lettering together in their original proportions, with clear space around the artwork.

Use a light background for the lockup shown here. Keep vehicle, service and campaign identities within their own contexts.

Toyota colors

  • Toyota Red

    Primary brand color

    HEX
    RGB

  • White

    Background

    HEX
    RGB

  • Black

    Text

    HEX
    RGB

  • Gray

    Supporting neutral

    HEX
    RGB

Toyota fonts

  • Toyota Type

    Headings and body

Font names only. The Brand Skill download doesn’t include font files.

Toyota’s voice

Write with confident optimism. Toyota’s voice invites people into possibility and movement, then connects that feeling to tangible design, capability, comfort, safety, and engineering. For adventure-minded work, bring energy and a sense of discovery; for ownership and service, make the guidance practical, reassuring, and easy to follow.

Use short, memorable headlines followed by clear, specific supporting copy. Toyota’s own voice includes lines such as “Inspired by what’s possible,” “Our heritage. Your adventure,” “Make every day a play day,” and “Designed to elevate every day.”

Describe benefits in terms of what they enable people to do. Keep technical claims grounded and precise; explain features in direct language, and qualify availability or model-specific details where needed.

  • “Inspired by what’s possible”
  • “Our heritage. Your adventure”
  • “Make every day a play day”
  • “Designed to elevate every day”

Dos and don’ts

Do

  • Use Toyota’s red as an identifying accent alongside a clean, neutral foundation.
  • Use Toyota’s own logo or standalone mark as the brand signature, keeping the symbol distinct from product and campaign imagery.
  • Pair confident, optimistic headlines with concise, useful details about the vehicle, feature, or service.
  • Connect capability and innovation to human outcomes: exploration, confidence, comfort, everyday ease, or meaningful progress.
  • Use Toyota Type with a clear hierarchy: bold headlines, semibold supporting headings and book body copy.
  • Show Toyota vehicles in contexts that support the story—daily life, open roads, or capable outdoor exploration—while keeping the vehicle itself legible.

Don’t

  • Don’t substitute a partner, other marque, or sub-brand mark for Toyota’s identity.
  • Don’t let dramatic adventure language replace useful product information or clear explanations.
  • Don’t present technical specifications or safety capabilities as universal when they vary by vehicle, trim, or conditions.
  • Don’t make sustainability language vague or imply more than Toyota’s stated goals and commitments.
  • Don’t crowd a composition with competing messages; keep the main promise and supporting details easy to scan.

Toyota imagery

60 images from toyota.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Visual Imagery

8 images

Toyota’s own vehicle storytelling moves between polished product presentation and purposeful use: confident vehicle portraits, model detail, in-cabin views, and vehicles on roads or in outdoor settings. The tone can shift from refined and composed to rugged and energetic to suit the model, but the vehicle and its purpose remain clear.

Use the Toyota vehicle configurator and gallery imagery as visual references for vehicle presentation and color exploration. Preserve the shown vehicle context and model-specific character when adapting a vehicle story.

The following Toyota web and campaign imagery provides additional brand, marketing, and responsive-layout references.

  • Four mustard-yellow Toyota off-road vehicles, including Tundra and Tacoma trucks and Sequoia SUVs, navigate a rugged, muddy quarry trail at dusk.
  • A sleek, dark gray SUV drives along a paved road through a park-like setting during golden hour.
  • A dark charcoal SUV is captured in a cinematic side-profile action shot as it drives along a sun-drenched road.
  • A diverse fleet of over a dozen Toyota vehicles, including the bZ4X electric SUV, Priuses, and Tundra trucks, are parked on a stone-paved plaza at sunset.
  • A wide-angle landscape photograph showcases a fleet of over fifteen multi-colored Toyota vehicles, including SUVs, sedans, and a pickup truck, arranged on a…
  • A diverse fleet of Toyota vehicles, including sedans, SUVs, and pickup trucks, is arranged in a V-formation on a paved stone plaza at sunset.
  • Three modern Toyota Sequoia SUVs are parked side-by-side in a red, blue, and white lineup on a sun-dappled forest road.
  • A teal Toyota Tacoma truck parked on a sun-dappled dirt path deep within a lush, misty forest of ferns and towering trees.

Product and Campaign Assets

18 images

Use Toyota’s branded product and experience imagery as contextual reference for Toyota communications. This group includes Toyota truck-series branding, model configurator visuals, safety and service features, electrification messaging, and Toyota campaign marks. Keep each asset in the product or campaign context it represents.

  • A professional studio product shot features a metallic Hydro Blue Toyota Mirai sedan angled to show its front and passenger side.
  • A vibrant blue Toyota Mirai sedan is captured in a studio product shot, angled three-quarters from the front.
  • A vibrant cyan-blue Toyota Tacoma TRD Pro is shown from a three-quarter front perspective, highlighting its rugged off-road features.
  • A studio product shot shows a white Toyota Tacoma pickup truck in an XtraCab configuration, angled from the front-left to highlight its side profile and…
  • A professional studio product shot of a white Toyota Corolla Cross, angled from the front-left to showcase its profile.
  • A studio product shot of a white compact SUV shown from a three-quarter front profile.
  • A sleek, matte slate blue SUV is shown at a three-quarter angle, highlighting its textured honeycomb grille and slim, modern LED headlights.
  • A side-profile studio shot of a metallic taupe Toyota Crown Signia SUV angled slightly toward the viewer.
  • A cherry red Toyota Highlander SUV is presented in a three-quarter studio product shot.
  • A Ruby Flare Pearl red Toyota Highlander is captured in a three-quarter studio product shot.
  • A bright cyan Toyota 4Runner TRD Pro is shown in a three-quarter studio product shot.
  • A charcoal gray Toyota 4Runner SUV is shown from a three-quarter front angle, featuring a rugged, blacked-out aesthetic.
  • A triangular warning sign graphic with a thick red border contains a black silhouette of a seated person being struck by a red explosion from an airbag.
  • This graphic features a red square containing the white Toyota emblem to the left of two lines of white text.
  • A horizontal graphic logo featuring the text "NATIONAL SALES EVENT" in a heavy, bold sans-serif font.
  • A corporate logo features a white Toyota emblem centered within a vibrant blue square gradient that transitions from a deep navy at the top to a bright cyan…
  • This black-and-white minimalist graphic features a line-art icon of a winding, serpentine path with small circles at both ends to the left of the text "Fuel…
  • This minimalist graphic logo features a black, continuous-line icon of a stylized infinity loop with two distinct circular terminals on the left.

Vehicle Imagery

34 images

Toyota’s vehicle lineup imagery is useful for model cards, product discovery, and vehicle-led creative. Keep model and powertrain identity clear when using these images; the product roster spans cars, trucks, SUVs, and electrified vehicles.

  • A deep cherry red Toyota Corolla Cross SUV is shown from a three-quarter studio perspective, highlighting its aerodynamic profile and black plastic cladding…
  • A studio product shot of a slate-blue Toyota RAV4 SUV shown from a three-quarter front perspective.
  • A studio-lit product shot of a vibrant red Toyota RAV4 GR Sport, shown from a low three-quarter side profile.
  • A studio product shot of a white Toyota bZ4X electric SUV, captured from a three-quarter front angle.
  • A bronze-colored electric SUV, likely a Toyota bZ4X, is captured from a front-quarter perspective.
  • A vibrant red Toyota bZ4X electric SUV is captured in a studio-lit product shot from a three-quarter front perspective.
  • A white Toyota Grand Highlander is showcased from a three-quarter front studio angle.
  • A side-angle studio shot of a light gray Toyota 4Runner TRD Sport SUV.
  • A studio product shot of a metallic bronze Toyota Crown Signia SUV, angled toward the left to showcase its sleek profile and two-tone design.
  • A deep metallic red Toyota Highlander SUV is presented in a three-quarter studio product shot.
  • A studio product shot of a blue Toyota Land Cruiser, shown from a three-quarter front perspective.
  • A studio product shot of a white Toyota Sequoia 1794 Edition SUV, shown from a three-quarter front profile angle.
  • A studio product shot features a Toyota Corolla in Celestite gray, shown at a three-quarter angle.
  • A deep navy blue Toyota Corolla hatchback is captured in a three-quarter studio product shot.
  • A silver-colored Toyota Prius is shown in a three-quarter studio product shot angled toward the left.
  • A metallic gray Toyota Prius is captured in a three-quarter studio product shot, showcasing its sleek, aerodynamic profile and modern design.
  • A vibrant red Toyota Camry is shown from a three-quarter front angle, showcasing its sleek sedan profile and blacked-out accents.
  • A sleek, steel-blue Toyota GR86 is captured from a front three-quarter studio perspective, highlighting its aerodynamic curves and low profile.
  • A high-performance Toyota GR Corolla is showcased in a three-quarter studio shot, featuring a dark metallic gray paint and a prominent carbon fiber hood.
  • A deep metallic red Toyota Sienna minivan is shown in a three-quarter studio product shot.
  • A studio product shot of a metallic grey Toyota Crown shown from a three-quarter front angle.
  • A studio product shot of a metallic Hydro Blue Toyota Mirai, captured from a front three-quarter angle.
  • A studio product shot features a deep blue Toyota Tacoma TRD Sport pickup truck shown from a low three-quarter front angle.
  • A side-profile studio shot of a white Toyota Tundra SR5 CrewMax pickup truck, showcasing its rugged, modern design.
  • A deep navy blue Toyota Corolla sedan is shown from a three-quarter front angle, showcasing its sleek profile and metallic finish.
  • A medium blue Toyota Corolla Cross SUV is shown from a three-quarter front profile.
  • A three-quarter studio profile of a Toyota Grand Highlander in a matte cement gray finish.
  • A vibrant cyan-blue Toyota Tacoma TRD Pro is shown from a low, three-quarter front angle.
  • A studio product shot features a dark navy blue Toyota Highlander SUV shown from a three-quarter front perspective against a plain backdrop.
  • A vibrant cyan Toyota 4Runner TRD Pro is shown in a three-quarter studio product shot.
  • A vibrant cyan blue Toyota Tundra TRD Pro truck is shown from a three-quarter side profile view against a clean backdrop.
  • A light sage green Toyota Sequoia SUV sits angled on a rocky dirt path against a backdrop of a dense pine forest.
  • A charcoal gray Toyota Tundra pickup truck with bronze off-road wheels is parked on a muddy, rocky riverside.
  • A sleek, metallic bronze-colored Toyota electric SUV is showcased from a three-quarter front angle, parked on a clean concrete driveway.

Download Toyota’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Toyota’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 66 images and the logos. The font files belong to Toyota Motor Corporation, so they’re left out.

Download the Brand SkillZIP, 4.5 MB

toyota-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ colors.md

│ ├ dos-and-donts.md

│ ├ logos.md

│ ├ typography.md

│ ├ visual-imagery.md

│ ├ product-and-campaign-assets.md

│ ├ vehicle-imagery.md

│ └ voice.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from toyota.com on 3 Nov 2026. It isn’t Toyota’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Toyota and its logos are trademarks of Toyota Motor Corporation. Rainbrand isn’t affiliated with or endorsed by Toyota Motor Corporation.

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