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About Beyond Zero
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Colors
Colors
BEYOND ZERO

The Beyond Zero color palette is an extension of Toyota’s core brand colors and is designed specifically for communications about the Beyond Zero vision and electrified lineup. Inspired by the Earth’s glow when seen from space, it features a blue atmospheric gradient that alludes to electrification technology.

 
 
 
Color blocks of the Beyond Zero color palette with big blocks of the dark blue and light blue gradients and smaller stripes of black and Toyota red.
 
 
 
A page with color swatches, font samples and iconography.
Core Brand Color Guidelines

For more information on using Toyota’s foundational brand colors, please refer to our Brand Colors Guidelines for general rules and best practices.

Explore Brand Color Guidelines Download Logos
 
 
 
Applying the Color System

The gradients and colors included in this system are designed for specific use cases in Beyond Zero communications. Like Toyota Red, color should be used sparingly as an accent to create focus, while leveraging ample white space to promote greater visibility and impact.

 
 
 
A horizontal array of social media screens showing Beyond Zero ads, imagery and graphics on a variety of gradient backgrounds.
 
 
 
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Gradient Backgrounds
Gradient Backgrounds

The Beyond Zero look and feel features two styles of curved gradients for background use. Both curved gradients radiate upwards, originating from the bottom center, reminiscent of the Earth’s atmosphere as viewed from space.

 
 
 
Dark Gradient Background
 
 
 
Swatch of the blue Dark gradient background.
 
 
 
Curved Dark Gradient

This curved gradient was designed to resemble an atmospheric glow. The artwork is derived from the Beyond Zero logo and can be downloaded as an individual asset here for use as a background.

 
 
 
Image of the dark gradient background applied to an educational Beyond Zero poster.
 
 
 
Usage

Do not recreate or modify this artwork. To use this 1:1 asset in a different aspect ratio, it is permitted to stretch the artwork up to two times the original height or width. For extreme vertical or horizontal layouts, crop the artwork so the stretching does not overly distort the curvature of the gradient.

 
 
 
Light Gradient Background
 
 
 
Swatch of the light blue gradient background.
 
 
 
Curved Light Gradient

For a subtle background, Light Gradient Blue may be used to create a curved gradient radiating from the base of the design and fading to white. A version of this asset can be downloaded here, or a customizable radial gradient can be created using the values below.

 
 
 
Two iPhones on a white background with Beyond Zero ads and webiste displayed on screens.
 
 
 
Usage

How far the gradient extends from the bottom is flexible based on the execution, but always be sure the gradient appears soft and diffused. The darkest part of the gradient should always originate from the center of the bottom edge of the layout.

 
 
 
Swatches of both gradients with HEX code information.
 
 
 
 
 
 
 
 
 
White

HEX FFFFFF
RGB 255 255 255
CMYK 0 0 0 0

 
 
 
 
 
 
 
 
 
Light Gradient Blue*

HEX 97C3F3
RGB 151 195 243
CMYK 49 7 0 0

 

*Do not use as an individual color.

 
 
 
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Other Color Usage
Other Color Usage
 
 
 
Using Blue Text With Illustrative Graphics
 
 
 
An open Toyota brochure showing a page of a large scale Hybrid EV graphic with the Beyond Zero logo and disclaimer at the bottom.
 
 
 
Usage

When using illustrative graphics, use Medium Blue to treat the powertrain nomenclature text paired with each graphic.

 
 
 
 
 
 
 
 
 
Medium Blue

HEX 0046D2
RGB 0 70 210
CMYK 89 75 0 0

 
 
 

This is the only approved use case for Medium Blue. Do not use for other copy, icons or backgrounds.

 
 
 
Using a Gradient Line to Energize Detail Images
 
 
 
Frame of an electrified vehicle with a blue gradient line running along the wheels and bottom of vehicle.
 
 
 
Usage

When using energized detail images, as outlined in our Photography Guidelines, a gradient-filled line may be added using the provided colors below to illustrate a current of energy passing through a vehicle or accessory, when appropriate. Don’t apply arbitrary gradient-filled lines to images in a way that may be misleading or distracting.

 
 
 
Swatches of the colors used in the gradient line with HEX color information.
 
 
 
 
 
 
 
 
 
Light Blue*

HEX 00CDFF
RGB 0 205 255
CMYK 63 0 0 0

 

*Do not use as an individual color.

 
 
 
 
 
 
 
 
 
Medium Blue

HEX 0046D2
RGB 0 70 210
CMYK 89 75 0 0

 
 
 
 
 
 
 
 
 
Dark Blue*

HEX 001E5A
RGB 0 30 90
CMYK 100 93 32 33

 

*Do not use as an individual color.

 
 
 

The above gradient may only be used as a line for detail imagery, never as a background or fill.

 
 
 
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Color Watchouts
Color Watchouts
 
 
 
Incorrect example of dark gradient that fades from light to dark top to bottom instead of the reverse.
 
 
 

Don’t create alternate versions of the gradients or use the provided gradients outside of their designated purposes.

 
 
 
Incorrect example of Beyond Zero logos displayed over the dark gradient background.
 
 
 

Don’t use any logo on top of the dark gradient background. If your layout includes a logo, please use a different background.

 
 
 
Incorrect example of an ad using gradient-filled type in the headline.
 
 
 

Don’t use gradient-filled type in consumer-facing communications.

 
 
 
Incorrect example of an ad with a headline that has Toyota red type and Electrified Lineup in medium blue type.
 
 
 

Don’t use individual colors for headlines, subheads or body copy. These should only use black or white.

 
 
 
Incorrect example of an ad with a medium blue solid background.
 
 
 

Don’t use individual blue colors for solid backgrounds.

 
 
 
Correct example of social screen with a Toyota red CTA button next to the Beyond Zero logo.
 
 
 

Toyota Red may be used a fill sparingly and purposefully for CTAs and social profile images.

 
 
 
 
 
 
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Resources
Resources
 
 
 
Brand Colors Guidelines

Find rules and best practices for using our foundational brand color palette.

View Guidelines
 
 
 
Beyond Zero Starter Kit

Download gradient backgrounds as part of our Beyond Zero Starter Kit.

Go to Downloads
 
 
 
Beyond Zero Typography Beyond Zero Typography
Beyond Zero Photography Beyond Zero Photography