Creative strategy and design



Toyota Motorsport GmbH

The livery of champions

Toyota Motorsport GmbH (TMG) liked its 2013 livery but it was complicated and occasionally not as impactful as it might have been, resulting in some below-par sponsor recognition scores. It was also very difficult to replicate on a car-by-car basis.
Pangaea were briefed to re-design for 2014, without casting aside the elements that made it great. Electricity and the Toyota lightning bolt remained essential features, signifying the Toyota Hybrid concept, the synthesis of combustion and electric technologies.




We believe that truly iconic liveries share one key trait: simplicity. We try to keep our liveries as clean as possible so they stand the test of time and this Toyota livery is no exception. We removed heavy gradients from the electricity devices and grey from the colour palette altogether. We tidied up all the geometric angles of the lightning elements so that they are the same. We balanced red (combustion) with blue (electric) to create what Toyota likes to call “a dynamic synergy of both technologies”.




To make sure our hard work was reflected consistently on every car, we designed a detailed implementation pack which described every angle, every measurement and the exact placement of every piece of artwork on the car. It became the sticker shop’s bible.

Toyota unveiled its 2014 contender at Paul Ricard circuit in March of this year. We’re pleased to say that not only do both TMG management and Toyota Europe love our work, but just as importantly (for us) the team in the sticker shop are also very happy. The new livery is much easier (and quicker) to apply and the implementation pack makes the process simple and hassle free.

Toyota successfully secured the 2014 World Endurance Championship at the final race of the season in Sao Paulo, Brazil.


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