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1989～
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【 Origin of Emblem and Logo 】
The LEXUS emblem logo is derived from "L" the initial of LEXUS.
【 History of Emblem, Logo, and Company 】
LEXUS is the luxury brand distributed by TOYOTA. The Lexus brand was launched in North America in 1989 and in Japan in 2005.
The LEXUS emblem logo was designed in mid-1987 and officially announced in 1988. The emblem logo was first installed on LS launched in North America in 1989. LS recorded strong sales, helping LEXUS successfully enter the luxury car brand market. In the United States in the 1980s, luxury cars such as Lincoln and Cadillac that adopted heavy and traditional designs were common. LEXUS has succeeded in breaking down its traditional luxury car's dominance by realizing the high reliability, economy, and low vehicle prices.
While successful in North America, LEXUS struggled in Europe due to the persistent popularity of traditional luxury car brands such as Mercedes-Benz and BMW.
The development of the LEXUS brand in Japan was officially announced in February 2003, and GS, SC, and IS were launched at the LEXUS dealers throughout Japan from 2005.
Around the same time as the start of the Japanese business, the design philosophy "L-finesse" was defined, which conceals a much deeper design philosophy, sublimates into the realm of art with intelligent and advanced car design. This new design philosophy has contributed to the rebranding of LEXUS' global strategy. L-finesse is represented by three Japanese kanji characters which translate as "予：SEAMLESS ANTICIPATION", "純：INCISIVE SIMPLICITY", "妙：INTRIGUING ELEGANCE".
In 2008, the LEXUS CPO (Certified Pre-Owned), a certified used car dealership, was launched.
In 2018, the luxury yacht "LY650" was announced as a symbol of the challenge of "providing surprises and emotions that go beyond cars".
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