Lexus Ditches Rear Logo For Spelled-Out Brand Lettering
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General Motors rival Lexus is changing its branding approach, forgoing the traditional Lexus logo in favor of spelled-out brand lettering. Lexus’ new branding approach will launch with the 2022 Lexus NX, followed by the 2022 Lexus LX, and eventually continued throughout the Lexus vehicle lineup.
Previously, Lexus incorporated a brand logo with an L-shaped design surrounded by an oval. In its stead, Lexus will include large lettering across the trunk or rear hatch of the vehicle spelling out “LEXUS.”
Lexus, which serves as Toyota’s luxury brand, isn’t the only automaker moving towards block lettering for branding purposes. Infiniti, Nissan’s luxury brand, will also use larger lettering on the rear of the 2022 Infiniti QX60, although that crossover will continue to incorporate the Infiniti logo in addition to the block lettering.
The move towards block lettering in vehicle branding will help with regard to brand recognition. While it could be argued that small logos are more elegant and aesthetically pleasing, spelling out the automaker’s name in large script across the rear end of a vehicle is without a doubt far more recognizable.
Meanwhile, it looks as though General Motors is moving away from including brand lettering on its vehicles, at least with regard to some of its models. For example, with the introduction of the 2019 Buick Envision, the crossover no longer incorporated the Buick brand plate along the lower driver’s side of the tailgate, instead opting for a cleaner look with the model nameplate in the lower passenger’s side, as well as the Tri-Shield logo along the rear hatch handle.
There are, of course, some exceptions. One of the most obvious would be the revised fascia of the refreshed 2022 Chevy Silverado 1500, which incorporates a broad “CHEVROLET” script across the grille on certain trim levels. Then there is Cadillac, which incorporates the Cadillac logo in small, cursive script, which, in addition to the classic Caddy crest, could also be considered a logo of sorts.
The question is – which do you prefer? Let us know your thoughts by voting in the poll below, and make sure to subscribe to GM Authority for more General Motors branding news, General Motors competition news, and around-the-clock GM news coverage.
As a long term Lexus owner, I prefer the emblem over the lettering. Less is better and a more classy approach IMHO.
Toyota’s doing it because the logo looks too much like a Kia logo at first glance. Take a good look, you’ll see what I’m talking about.
That would make sense had Kia not gotten rid of their oval logo last year.
Wouldn’t know, I don’t follow the latest news on logos for foreign pieces of junk.
Lexus does the same as Porsche or Skoda and removes the trademarks on the back as only a few people (mostly insiders) know their trademarks without a name.
You can see that even a Porsche 911 needs a PORSCHE lettering on the back because it is actually an unknown brand. Special humor about it when the US emergency number is # 9-1-1.
So a brand without substance needs large lettering to identify its vehicles.
I think the BMW emblem is simply super simple!
Only a few people know the 4 Audi rings and even the Mercedes star.
I ask how important is a brand (Lexus-Toyota) if everything is the same and Marketing Premium (Lexus) only differs through a high price?
It depends on the vehicle.
True. It’s the strength of the brand relative to the market place. There is no correct answer. Marketers have to make a calculated decision based on research and where they want the brand to go.
Who cares?
I prefer the Lexus logo. It’s really cool looking IMO.
Personally, I believe it looks best when you have a logo affixed to the front grill and on the rear you have both a logo ( centred ) as well as the actual brand name to either the left or right of it.
The brand name as well as the model name I find gives it a bit more of a Classy look over just the logo itself.
I would say the manufactures would like everyone that see their cars knows what brand it is. Us car guys knows what the logos represent but some would have to wonder or guess. The manufacturer would like name recognition.. no guessing..
Everyone has an opinion but what matters is what the public recognize best.
In the case of Chevy the Bow Ties is notices and known. In other cases there are some names that show better than the emblem. Bentley for example as few no what the Flying B is.
A MFG wants instant recognition and the lexus emblem was looking like a lot of others today and I expect in test they found few knew what it was.
My mother could pick out the Chevy Bow Tie but the Lexus emblem she would have no idea.
Everyone knows the bow tie because they are the ones always broke down.
I’m not sure if vehicles like Bentley are really concerned if everyone knows the logo or not. It’s kinda like the spirit of ecstasy those who are car people know exactly who the flying B and SOE are for and I think both brands prefer it that way considering they are not made for the everyday person.
The Lexus logo and the Toyota logo are very similar which I suppose they felt might be limiting the level of prestige the Lexus brand would draw.
Although the use of spread-out block lettering is seen on other brands not necessarily at high prestige levels such as Kia, at least there would be no mistaking what brand car is in front of you at a stop light.
I don’t think there’s one answer. just depends on the car and the brand. Personally, all I want is a logo. I don’t need anyone to know what model, trim level, or anything else all over my car.
Personally speaking I used a hair dryer to remove the goofy logos that manufacturers used to stick on the cars. This included my first Porsche that used adhesive for the lettering. I know what I bought I don’t have to advertise or brag about a vehicle. It also makes it a lot easier to wax the car when you don’t have all those trinkets all over the car.
Generic letters don’t do much for the car. If a company feels they have to do letters, at least do it tastefully. GMC’s symbol manages to successfully straddle the categories of letters and logo.
Although they kept the emblem too, Buick went to this type of spelled out (independent letters) year ago. The problem there is over time some of the letters get ripped off in car washes, etc. On top of that, it just doesn’t look the most elegant IMO. The Cadillac script (all one piece) is so much nicer looking and seems to last longer. In some of the cases with the Buick, they recessed the independent letters into a molding (Park Avenue for example). This helped to keep them from getting ripped away most of the time. Anyhow, I guess it all just depends on what the individual likes. As most can tell, I prefer the nice emblems and script both.
If I was Toyota (not Lexus) I would be spelling it. The Cowboy Bob Toyota logo has to be one of the worst.
New Kia logo was a little puzzling initially.
@Daniels: Not only is the new Kia logo puzzling, it’s down right ugly. I think the bottom line is that there are just too many ignorant people out there buying and driving cars who are obviously NOT car people like most of us on here. That’s the only logical explanation for how Toyota (Lexus) sells so many vehicles. Toyota understands this and thus is giving those challenged drivers a break by spelling out the name.
I actually like the new KIA logo over the old oval letter version. At the same time, I hate the fact that Cadillac is switching out their colourful crest to a new monochromatic crest. When my 2022 XT5 finally arrives I plan to add a script Cadillac nameplate on the rear hatch panel simply because I think it’s classy and not because I don’t think people can tell it is.
Most of today’s motoring public are not vehicle savvy like they were post WW 2 into the fifties, sixties, seventies, eighties and even nineties. I like logos since I’m a vehicle fan. However spell outs are much better for marketing and identification today since the current generations are not into vehicle interests like the 40+ crowd.
Just go to a Barrett-Jackson auction or the SEMA Show and you will rarely see anybody from the skinny jeans, beanie, sneaker wearing crowd. These are your upcoming vehicle buyers. Although they certainly can recognize that a bite out of an apple represents a company with a three trillion dollar market valuation.
Lexus like nexus or bexus or lesb-us, or werd-us. It’s all the same.