Toyota registers trademark '86' with logo

In June of 2010 we reported that Toyota registered trademarks '86' and 'FR-S' in USA.
On December 23rd of 2010 Toyota registered its '86' trademark in UK Intellectual Property Office. The trademark includes this drawn logo. Tell us what you think about it!

Toyota 86 trademark logo


Relevant dates

Filing date:23 December 2010

List of goods or services:
Class 12:Automobiles and structural parts thereof.

Names and addresses

Proprietor:Toyota Jidosha Kabushiki Kaisha (also trading as Toyota Motor Corporation)
No. 1, Toyota-cho, Toyota-Shi, Aichi-ken, JapanIncorporated country:JapanResidence country:JapanCustomer's ref:T119032GB/AESADP number:0944660001 Other cases owned by this proprietor

Service:Urquhart-Dykes & Lord LLP
30 Welbeck Street, London, W1G 8ERADP number:0934481001


Having designed several logos during my professional art career, I can say they are among the most difficult items of design to create. If they're right, angels sing. If not, well...

Toyota's new "86" logo looks like "BS" to me. No, seriously, it reads "BS", not "86". Sorry 'bout that. Looks to me they were going for a "Speed Racer" look, too, which is cool. Well, it WOULD have been cool, had they made it look like an 8 and a 6, but instead, it's a B and an S.

"What's that new car of yours, Hal?"

"It's an 86!"


"What's that you said?"

"BS!!! They sold you a BS!"

You threw a rod with this one, Toyota; your car is fabulous, but I'm afraid your logo is gonna get some laughs.

Haha, I do agree that its on the wrong side. Maybe its not even Toyota logo, but some guys at marketing (maybe just in UK) decided to spice up the logo/brand soap opera :D

Restoring hachiroku, always in progress.