Car Craze

While developing a list of prospective names for a new luxury brand, Toyota’s long-time advertising agency came up with a shortlist wherein “Alexis” became the front runner due to the name’s association with a character in the popular primetime drama series – Dynasty. It eventually morphed to “Lexus’ which is said to be a combination of the word’s “luxury and elegance”. Toyota’s official version however, is that the name has no specific meaning and is just meant to be pleasing and easy to remember.

The original Lexus slogan was to refer to the relentless pursuit of excellence by Lexus designers. A stylized “L” within an oval became the final logo design which was rendered using a precise mathematical formula. The flagship vehicle has a unique design which shared no major elements with previous Toyota vehicles.