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Typography
Typography
BEYOND ZERO

The Beyond Zero type style uses Toyota Type for brand recognition while leveraging the Book weight to bring a sleek, future-forward look to Beyond Zero communications.

 
 
 
A collage of color blocks in black, white and a blue gradient filled with letters and words in the Toyota Type Book weight.
 
 
 
A man’s hands hover over proofs of different Toyota Type font weights.
Core Brand Typography Guidelines

Get more inspiration for how Toyota Type can come to life, as well as additional information on best practices, in our core brand Typography Guidelines.

Explore Typography Guidelines Download Toyota Type
 
 
 
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Typesetting
Typesetting

Like other Beyond Zero elements, this type style is designed for use in communications about our vision and electrified lineup. Headlines and subheads use Toyota Type Book exclusively and should not be treated in lighter or heavier font weights. Supporting copy, as outlined in the Messaging Guidelines, may be typeset as a subhead or body copy, depending on length.

 
 
 
An open magazine against a dark grey background. The open pages of the magazine display a Toyota ad featuring the lineup of Electrified Vehicles, body text, the Beyond Zero logo and a headline that reads “Go Above and Beyond.”
 
 
 
Headlines
 
 
 
Uppercase Headline typography example showing proper Beyond Zero typesetting.
 
 
 
 
 
 

Weight

Book (Uppercase). Do not use additional font weights for headlines within Beyond Zero communications.

 
 
 

Leading

90%-120% leading/line-height depending on the execution.

 
 
 

Kerning

Set tracking to 30 or letter spacing to 3%, depending on program input. Use auto-kerning.

 
 
 

Alignment

Flush left, centered or staggered. Never flush right.

 
 
 
Subheads
 
 
 
Subhead typography example showing proper Beyond Zero typesetting.
 
 
 
 
 
 

Weight

Book. Do not use additional font weights for subheads within Beyond Zero communications.

 
 
 

Leading

110% leading for print. 90% line-height for digital.

 
 
 

Kerning

Optical kerning with manual adjustments as needed. Use 0-pixel letter spacing for digital.

 
 
 

Alignment

Flush left or centered. Never flush right.

 
 
 
Body Text
 
 
 
Body Text typography example showing proper Beyond Zero typesetting.
 
 
 
 
 
 

Weight

Book for text 10 points or larger on light backgrounds. Regular for text 10 points or smaller when reversed on dark backgrounds.

 
 
 

Leading

145% leading/line-height for print and digital.

 
 
 

Alignment

Flush left or centered. Never flush right.

 
 
 
Legal Text
 
 
 
Legal Text typography example showing proper Beyond Zero typesetting.
 
 
 
 
 
 

Weight

Book for text 6 points or larger on light backgrounds. Regular for text 6 points or smaller reversed out of dark backgrounds.

 
 
 

Leading

145% leading/line-height for print and digital.

 
 
 

Alignment

Flush left or centered. Never flush right.

 
 
 
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Typography Watchouts
Typography Watchouts
 
 
 
Use Over Legible Backgrounds

Toyota Type Book is a lighter font weight and requires backgrounds with significant contrast to maintain full legibility.

 
 
 
Example of incorrect usage showing a headline in white type that’s not clearly visible over a light cloudy sky background.
 
 
 

Do not place type over backgrounds with insufficient contrast.

 
 
 
Example of incorrect usage showing the Beyond Zero logo and a white headline with a drop shadow.
 
 
 

Don’t rely on drop shadows to increase legibility. Modify or select a different background instead.

 
 
 
 
 
 
Use Approved Type Colors

All headlines, subheads, body copy and disclaimers should be treated in black or white.

 
 
 
Example of incorrect usage showing headline type in the blue gradient.
 
 
 

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

 
 
 
Example of correct usage showing a Fuel Cell illustrative graphic with “Fuel Cell EV” text below in Medium Blue.
 
 
 

Do use Medium Blue (#0046D2) to treat powertrain nomenclature when paired with an illustrative graphic. This is the only approved use case for color-filled type.

 
 
 
 
 
 
Use Scale to Create Hierarchy

The Beyond Zero typography style uses scale and separation to add impact, improve legibility and ensure there is a clear hierarchy of messaging within a layout.

 
 
 
Example of incorrect usage showing headline type in heavy font weight.
 
 
 

Don’t use weights other than Book for Beyond Zero communications.

 
 
 
Example of incorrect usage showing a headline with the word “Beyond” significantly bigger than the other words. The headline is too close to logo so the “Beyond Zero” text in the logo visually appears to be part of the headline.
 
 
 

Don’t allow messaging to visually merge with the type in the logo. Instead, add distance between the logo and headline and increase the headline’s font size.

 
 
 
 
 
 
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Resources
Resources
 
 
 
Download Toyota Type

Download Toyota’s custom font for both core brand and Beyond Zero communications.

Go to Downloads
 
 
 
Core Typography Guidelines

Learn general rules and best practices for using Toyota Type in Toyota brand marketing materials.

View Guidelines
 
 
 
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