There\'s this principle in brand management: The simpler the logo, the easier it will be recalled. However, the logo\'s simplicity should have significance to the brand.
In the automotive world, it can\'t get any simpler than Lexus\'s logo--a stylish \"L\" contained inside an oval. The badge underlines simplicity and precision, perfectly reflecting the company slogan, \"The Relentless Pursuit of Perfection.\"
With such a simple yet clever logo, possessing the right amount of angle on the \"L,\" you can\'t blame Lexus for exploiting it on its cars\' designs. You can find that \"L\" all over the cars: upright or inverted, on the daytime running lights, the corners of the spindle grille (ingenious trademark move), front and rear quarter windows, taillights and even on the inside (on the door-panel wood trim, the door handles and the dashboard). It\'s a unique feature its German counterparts can\'t replicate.
Check out several of the ES350\'s design features and see for yourself.
Photos by Jason dela Cruz