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Photography
Photography
BEYOND ZERO

Beyond Zero photography uses the Unmistakably Toyota look and feel for consistency across the brand, while also featuring additional styles that highlight our innovative technology and electrified lineup.

 
 
 
Overhead Image of the electrified vehicle lineup parked in front an ocean sunset background.
 
 
 
Core Brand Photography Guidelines

Get technical guidance and find out more about our photography approach and core tenets in our Photography Guidelines.

Explore Photography Guidelines
 
 
 
Color Profile Guidelines

Make sure to use our custom Color Profile for all Beyond Zero photography. Dive deeper into Toyota’s unique look with our Color Profile Guidelines.

Explore Color Profile Guidelines Color Profile Downloads
 
 
 
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Use Electrified Vehicles Only
Use Electrified Vehicles Only

All imagery in Beyond Zero communications should only feature vehicles in our electrified lineup (Hybrid EV, Plug-in Hybrid EV, Battery EV, Fuel Cell EV). Do not use gas/ICE-only vehicle imagery. In addition, make sure to follow the best practices below when adding disclaimers to imagery.

 
 
 
Specify Powertrains

Always specify the type of powertrain(s) shown in vehicle imagery in the disclaimer. You can learn more about this in the Messaging Guidelines.

 
 
 
Additional Disclaimers

Electrified vehicles that are not zero emission, such as Hybrid EVs and Plug-in Hybrid EVs, may require additional disclaimers if, for example, the imagery could be seen to suggest that the vehicles are zero emission or battery EVs.

 
 
 
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Three Types of Photography
Three Types of Photography

Beyond Zero photography builds off Toyota’s core vehicle and lifestyle photography with two additional unique styles.

 
 
 
Image of a couple in bright clothing walking to their electrified vehicle with city building in background.

Core Brand Photography

Vehicle and lifestyle imagery that uses our custom color profile.

 
 
 
White vehicle jelly of electrified vehicle against a light blue gradient background.

White Vehicle Jellies

White vehicle jellies with a bright and optimistic feel.

 
 
 
Image of fuel cell with gradient-filled lines emerging from it representing energy currents.

Energized Detail Images

Close-ups of vehicle technology that use a gradient-filled line to illustrate a glowing energy current.

 
 
 
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Core Brand Photography
Core Brand Photography

As with all Toyota photography, images featuring our electrified lineup evoke a positive world where our drivers can embrace the wonderful of every day.

 
 
 
Image of a couple in bright clothing walking to their electrified vehicle with city building in background.
Image of a family wearing clothing in bright, saturated color sitting inside their electrified vehicle. A grandfather sits smiling at his teengage grandaughter next to him. In the front, a father helps his toddler into a car seat.
Image treated with Toyota Color Profile showing a sunny day and a woman holding garden plants walking away from her electrified vehicle.
 
 
 
Photography Watchouts
 
 
 
A correct example of a Beyond Zero with the background retouched naturally to allow for logo, headline and copy visibility.
 
 
 

To enhance legibility behind the logo or type, make sure to retouch images in a way that appears natural.

 
 
 
Incorrect example of Beyond Zero ad where the photograph has a dark gradient applied to the entire image.
 
 
 

Don’t use gradient overlays or drop shadows that may cause the image to feel dark or unnatural.

 
 
 
 
 
 
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White Vehicle Jellies
White Vehicle Jellies

For Beyond Zero communications, we encourage using jellies from the white exterior color family, particularly when displayed on a white background. White vehicle jellies provide a bright and optimistic feel and may be complemented by a curved light gradient background when appropriate.

 
 
 
A white vehicle jelly against a light gradient background next to an image shows white vehicle jellies used in dealership signage.
 
 
 
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Energized Detail Images
Energized Detail Images

Highlight the exciting and innovative technology inside our electrified lineup with visually striking detail imagery. When appropriate, you may add a dimensional, gradient-filled line (using the colors provided here) to illustrate a current of energy passing through a vehicle or accessory. Please verify product accuracy for any affected images.

 
 
 
An array of detail images showing from left to right a fuel cell battery, an electric plug-in station and and a closeup of a vehicle charing port.
 
 
 
Detail Image Watchouts
 
 
 
A correct example of gradient-line usage in a detail image of a vehicle frame with a gradient line running along the bottom.
 
 
 

Use simple, subtle gradient-filled lines that are either abstract or product-accurate.

 
 
 
An incorrect example of gradient-line usage in a detail image of battery with the line going in random directions over the battery.
 
 
 

Don’t apply arbitrary gradient-filled lines to images in a way that may be misleading or distracting.

 
 
 
 
 
 
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Resources
Resources
 
 
 
Core Photography Guidelines

Learn more about our photography approach and how to capture vehicles and narratives in the Toyota style.

View Guidelines
 
 
 
Core Profile Guidelines

Learn more about our color fundamentals, photo/video application and color refinements.

View Guidelines
 
 
 
Beyond Zero Colors Beyond Zero Colors
Beyond Zero Powertrains Beyond Zero Powertrains