LEXUS L-CERTIFIED

OVERVIEW

L-Certified is a Lexus auto brand focused on the sales of brand certified pre-owned vehicles (CPO) after the cars have gone through a stringent quality inspection process. When the L-Certified program was first brought into the Vietnamese market, AIT & Toyota Motors Vietnam joined hands to develop a CI program with the ability to express both the core values of Lexus and the credibility of L-Certified.

CHALLENGE

The value of L-Certified substantially lies in the guarantee of quality from Lexus and the brand’s credibility in the Vietnamese market. The designs for its CI program were required to reflect such notion. In the context that L-Certified had yet to rise to popularity in the Vietnamese market, the primary problem we needed to tackle was how to design a CI program that could help L-Certified reflect Lexus’ testaments of high-quality service, dedicated customer care and integrity of quality on L-Certified branded vehicles.

SOLUTION

• AIT promoted a CI program design that could associate L-Certified to its mother brand so as to utilize the level of brand recognition and luxurious image that Lexus had been accumulating for years in the Vietnamese market. • L-Certified logo was portrayed like a mini plaque of certification, adopting the Lexus logo and its other characteristic branding elements such as text font, coloring and the simplistic, streamlined style of design. The newly designed logo communicated the message: “Every vehicle bearing this name is a high-quality product certified by Lexus and guaranteed with the brand’s highest credit. By such orientation, AIT continued to develop office publications and brand guideline program for L-Certified.

LEXUS L-CERTIFIED

OVERVIEW

CHALLENGE

SOLUTION

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