| Toyota NZ - Visual Identity System

Tone of voice

We're moving forward to create a greater New Zealand for everyone.

We're doing this as an organisation through our three main brand journeys: Mobility, Sustainability and Community.

Here’s what makes us Toyota New Zealand

A guide to storytelling and story doing.

Toyota New Zealand is a well-loved brand with a well-established brand personality.

We have always been of New Zealand, and for New Zealand.

But as the face of New Zealand changes, with different attitudes, concerns and desires we must change and adapt too.

We need to use the right tone, in how we talk and how we portray ourselves to remain contemporary and relevant to the New Zealand of today, and tomorrow.

We want to not only be loved, but also desired.

We need to remain true to who we are, our values and purpose.

All the while as we move on with New Zealand.

Here are some thoughts on how we do that.

1. To start

We put people first. We look to the needs, concerns and desires of New Zealanders and then align our brand and product stories with them to be relevant, current and meaningful.

2. To impress

We find the innovation, design, technology, experience or solution in everything we offer, to reinforce our credentials as a forward-looking, mobility company and so continually demonstrate our relevance to today’s New Zealanders.

3. To connect

We always look for the human connection. We are not progressive for progress sake. We are not a technology company. We are here to serve people by making mobility accessible to all on their personal journeys, both physical and emotional.

4. To engage

We aim for hearts and minds. We use storytelling, humour, conversation, observations, characters with human and cultural truths to engage people. We tell stories that are contemporary and inclusive. We show mobility solutions and vehicles in the ‘real world’. They are not put up on a pedestal, but rather woven in as desirable features of New Zealand life.

5. To relate

We talk to product features in a way that is relevant to customers. We don’t use jargon and overly technical language. We use communications to make the features of our products understandable, relatable and desirable to all New Zealanders. Our customers are our advocates. We respect them. We don’t talk down to them. We are honest and fair. Customers will more likely show loyalty to us if we show it to them.

6. To include

We are inclusive and respectful of all points of views and celebrate the diversity and uniqueness of all New Zealanders. We speak from a diverse New Zealand perspective with a New Zealand voice. This can include the use of te reo Māori words or phrases when considered appropriate. This shouldn’t be forced or tokenism. But rather a reflection of the way te reo is more and more frequently being used as a natural part of our common daily New Zealand vernacular.

7. To sum up

Brand elements

Brand visual tool kit

The Toyota Visual Identity System currently comprises of eight core elements that help unify and communicate our brand with consistency and clarity.

They include photography, logos, typography, colour, the Let’s Go Places tagline, Messaging Platform and Product Campaigns.

The Toyota Visual Identity System is a comprehensive guide designed to ensure all Toyota brand and product communications in New Zealand are unified, consistent and distinctly Toyota. Here, you’ll find everything you need to create your own Toyota marketing materials.