Lexus Logo development

Found a cool quick find this morning after dropping my Land Cruiser off for a brake overhaul. I was thumbing through a nice leather bound book on the history of Lexus and was immediately drawn to the “Brand Development” chapter where it went into detail of the development of the Lexus logo and naming of the company. In 1986, an image consulting firm, “Lippincott & Margulies” was hired to develop a name for Toyota’s new luxury car line. Some of the names they thought of, Vectre, Verone, Chaparel, Calibre, and Alexis were the top candidates. Alexis was soon shortened to Lexis and eventually evolved to Lexus.

Here are a few snap shots I took of logos that didn’t make the cut as well as a very detailed final logo for Lexus that we all know of today, the circle L.