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THE LEXUS GUIDING PRINCIPLES Our guiding principles derive from the legacy of leadership and innovation that has inspired us from the beginning. Our guiding principles are our covenant in action. They are the basis for the QUALITY, INTEGRITY, PASSION AND PRIDE that define the Lexus experience. We demonstrate the truth of these principles every day, and see their wisdom reflected in our customer relationships, our working partnerships and our own professional pride. By living these principles, we stand above the rest. • We are passionately committed to providing our customers with an ownership experience that is deeply satisfying to the senses. • We strive to deliver extraordinary service, seeking to anticipate and seamlessly meet our customers’ needs in every thought, word and gesture. To do so is our greatest privilege. • We are profoundly respectful of our customers’ time and total experience. • We celebrate our customers’ personal goals and achievements, and share in their passion for making the most of every moment.
T ABLE OF CONTENTS 1.0 BRAND SIGNATURE 1.1 LEXUS LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1.2 THE EXCLUSION ZONE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 1.3 SIZE AND FORMAT: PRINT AND INTERACTIVE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 1.4 SIZE AND FORMAT: VIDEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.5 LOGO USAGE WITHIN IMAGES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1.6 INCORRECT USAGE OF THE LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.0 LEXUS CORPORATE COLORS 2.1 LOGO COLOR PALETTE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.2 PRIMARY & ACCENT COLOR PALETTES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 2.3 APPLYING PRIMARY & ACCENT COLOR PALETTES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 3.0 TYPOGRAPHY 3.1 LEXUS FAMILY OF FONTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 3.2 TYPE WEIGHTS AND MEASUREMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 3.3 LEXUS FONT USAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 3.4 MODEL NOMENCLATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Page 1 and 2: LEXUS BRAND GUIDELINES
Page 3 and 4: INTRODUCTION Lexus has always focus
Page 5: In August of 1989, each and every L
Page 9 and 10: NOTES
Page 11 and 12: 1.1 LEXUS LOGO BRAND SIGNATURE | PA
Page 13 and 14: 1.3 86 pixels Preferred size, 98 pi
Page 15 and 16: 1.5 L OGO USAGE WITHIN IMAGES BRAND
Page 17 and 18: ACCENTS Do not add elements such as
Page 19 and 20: 2.0 | LEXUS CORPORATE COLORS Color
Page 21 and 22: LEXUS CORPORATE COLORS | PAGE 10 2.
Page 25 and 26: 3.1 LEXUS FAMILY OF FONTS TYPOGRAPH
Page 27 and 28: BODY COPY Body copy should be set f
Page 29 and 30: LS LS 430 RX RX 330 RX 400h MODEL N
Page 31 and 32: 4.0 | BUSINESS SYSTEMS From televis
Page 33 and 34: BUSINESS SYSTEMS | PAGE 20 LETTERHE
Page 37 and 38: 5.1 ADVERTISING/DESIGN AD PLANNER A
Page 39 and 40: MID-RANGE Shots show people and car
Page 41 and 42: LEXUS ALPHABET The Lexus alphabet i
Page 45 and 46: 6.0 | REFERENCE
Page 47 and 48: REFERENCE | PAGE 32 6.2 C ONTACTS L
Page 49 and 50: NEED MORE CHIPS? MDC# 00202-LEXCCCC

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