News

Toyo Tire Corporation (Headquarters: Itami City, Hyogo Prefecture; President & CEO: Takashi Shimizu; hereinafter, “Toyo Tires”) announced that its new corporate visual capturing the world perspective and messages of the Toyo Tires brand will debut on its website and advertising from Wednesday, April 1, 2020 and onward.

A landscape awash in stunning sky and ocean blues is sure to evoke a liberating, refreshing sensation in the minds of the many. Toyo Tire’s new brand statement formulated in June last year, “Open Roads Await,” expresses the frontier spirit of the Toyo Tire Group, paving new roads where none previously existed. The new corporate visual also reflects the Group’s “challenging spirit,” unleashing a yearning to reach for the blue-tinted infinity, and beyond.

The color of the Toyo Tires brand is blue, and our brand identity stems from this color. The rationale behind this new corporate visual is, by reflecting ourselves in the color “blue,” we returned to where we started, reexamined ourselves, and reaffirmed our vision. We deliver this message to everyone through videos, music, and prose.
In a boxing ring, the blue corner is for the challenger’s side, and a blue flame burns hotter than a red one. In this visual, we deliberately superimposed the emotional scene of “human’s innermost passion is burning like a blue flame” onto the goal of the Toyo Tires brand. Through this visual, we will send out our message that the Toyo Tires brand supports everyone who gives their all in pursuing the path they have chosen, and that we will lend them our strength as we run alongside them.

This new corporate visual will be globally released on our website and digital advertising with the key phrase “Ignite your Blue” being translated into 12 different languages.