Our colour palette is simple and impactful, comprising Toyota Red, white, black and grey. These are the colours of our identity, as expressed through our logos and our Visual Identity System. In addition to the colours within our photography, these are the only colours to be used when creating brand communications that sit within the Messaging Platform. Product Campaigns can use these colours but also have the option to use secondary colours, as specified later in these guidelines.
Colour is a powerful means of recognition, helping establish a clear identity and distinction for Toyota and our products. At the heart of our brand is Toyota Red. Red is the colour of energy. It is highly visible and conveys the Toyota spirit of excitement.
BRAND COLOURS
Toyota Red
PMS 186C
CMYK 00 100 90 00
RGB 235 10 30
HEX #EB0A1E
White
CMYK 00 00 00 00
RGB 255 255 255
HEX #FFFFFF
Black
PMS Black C
CMYK 00 00 00 100
RGB 0 0 0
HEX #000000
Black Tint
90%
#000000e6
80%
#000000cc
70%
#000000b3
60%
#00000099
50%
#00000080
40%
#00000066
30%
#0000004d
20%
#00000033
10%
#0000001a
Red
Red is considered the primary brand colour and is used sparingly to avoid competing with the visual impact of our logo.
Black
Black is generally used for typography only, but may be used elsewhere when deemed necessary.
White
White space allows for information and product to breathe and often promotes greater visibility and impact.
Grey
Grey may be used as a secondary colour for call-outs and to highlight CTAs.
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