Lettering Signals That Change Is Coming
With the 2022 NX, Lexus has introduced a new design for the rear end of its future models. The crossover was the first production vehicle to lose its Lexus logo at the back and instead receive bold ‘LEXUS’ letters across the trunk. Going forward, all upcoming Lexus products will feature the same lettering at the back, replacing the traditional Lexus logo, an L-shaped design surrounded by an oval.
In an interview with MotorTrend, head of marketing Brian Bolain explains: “We need some way to signify that change is coming to Lexus, and this may seem like a dumb way, but it catches your eye.” The change Bolain is referring to is the car maker’s electrification strategy, which will arrive with its upcoming products.
Lexus, Toyota’s luxury brand, isn’t the only automaker moving toward block lettering for branding purposes. Infiniti, Nissan’s luxury brand, will also use larger lettering on the rear of the 2022 Infiniti QX60, although that crossover will continue to incorporate the Infiniti logo in addition to the block lettering.