The aim of the project was to bring together the connected services offered by Toyota into a simple unified application. With the rollout of many different Connected Services over the coming years, a single umbrella brand for Toyota was needed to build awareness, clarity, and familiarity of Toyota’s offering, as well as differentiation from competitors.

MyT Connected Services identity was also designed keeping in mind Toyota’s transition from a car manufacturer to mobility provider, extending and deepening the relationship Toyota owners have with their vehicle and the brand and making it more personal. The organic approach was devised to bring a human touch to the logotype, depicting the fluidity of natural handwriting.

Head of Art: Dan Beckett
Executive Creative Director: Andre Moreira
Integrated Designer: Reiss Butler, Lula Napiorkowski
Visualiser: Tim Taylor
Creative Team: Andreas Lefteris and Elson Rodrigues
Production: Mark Jones, Federica Pasculli