The naming of Toyota's first corporate Web site in 1995 presented fundamental questions, including: should the site be an entity unto itself, a destination all its own, or a conservatively branded communication? The agency and client agreed, especially given the newness of the medium, and the extensive non-automotive editorial content planned, that a "hook" was the way to proceed. This serif-face logotype was developed with a decidedly editorial look-and-feel. It was used for 5 model years, but finally retired as the site increasingly functioned as a "branded application", and linked more closely to Toyota dealer, product, and corporate information.

View pages from the '97 Toyota.com site. >>>