Toyota Wallet QR
Toyota Wallet is Toyota's digital payment service, offering convenient and secure transactions via mobile devices to Toyota customers. It provides flexible payment solutions, making car life easier and more convenient.
Background
Toyota Wallet introduced a streamlined payment method, offering customers a seamless experience by scanning QR codes to pay. As part of this initiative, a logo is needed for Toyota Wallet QR.
Role
Brand Design | Logo Identity Design | Art Direction
Duration
4 months
Existing Brand Guidelines and Concepts of Toyota Wallet
Challenges
In designing the Toyota Wallet QR logo, I had to stick to the established brand guidelines while maintaining consistency with the original branding. With no specific fonts or related materials provided, I had to start from scratch and find a balance among different design concepts for the icon. Additionally, since the QR logo also serves as a material icon in the user interface, it needed to be both visually representative and easily recognisable.
Monogram logo design approach: Q + R + P
Monogram and pictorial design approach: Q + R + QR code symbol
Letterform and pictorial design approach: W + QR code symbol
Design Process & Thinking
I decided that the logo needed to be a combination mark, allowing the word mark and symbol mark to be used separately whilst remaining recognisable, aligning with the flexible mobility concept of Toyota Wallet. Initially, I proposed three directions:
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A monogram logo design incorporating "Q" + "R" + "P" from "QR Pay," ensuring it stands out and avoids being too common or resembling others too closely.
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A combination of monogram and pictorial design, integrating "Q" + "R " with a QR code symbol, prioritising readability. "QR" is made more legible, visually appealing and tappable, prompting users to interact with it.
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A combination of letterform and pictorial design, "W" from "Wallet" + QR code symbol, aiming to distinguish it from other QR logos and icons, thus representing service's uniqueness.
Despite limitations, I utilised the Toyota font as the basis of the "QR" word mark ensuring brand consistency and cohesion. I also opted to use a vibrant pink colour for the logo in the initial stage to ensure the visibility.
Problem & Feedback
Stakeholders have decided that the logo should not be exclusively used on the Toyota Wallet app; it should also be applicable to the Lexus Wallet app. Therefore, the word mark no longer needs to include "Toyota." Additionally, the QR logo should remain the same but be distinguishable between Toyota and Lexus. Direction 3 was not suitable in this situation, and the logo was preferred to be more QR code-like.
Combination Mark - Landscape
Portrait
Word Mark
Symbol Mark
Solution & Outcome
For the solution, I focused on integrating a monogram and pictorial design, combining "Q" + "R" with a QR code symbol. I utilised the Toyota Wallet brand colours of pink and grey for the Toyota Wallet QR logo, whilst the Lexus Wallet QR logo featured Lexus font and blue and black colours from the brand.
Additionally, I created simulated scenarios to assess the logo's usability, ensuring its accessibility, visibility, and distinction from other payment methods. I also verified that the logo remained readable as a material icon in both light and dark modes on various interfaces. Furthermore, I established guidelines regarding colour display, clear spacing, and more in the brand guidelines to ensure the logo's correct usage.