What is Lexus brand color?
The branding hinges on a signature red accent, commonly referred to as Lexus Red, paired with black, white, and chrome/silver. There is no single “Lexus color” in isolation—the palette is designed to be versatile across vehicles, showrooms, and advertising.
In practice, this restrained palette communicates luxury, precision, and modernity. Red highlights key elements to draw attention, while black and white provide strong contrast, and chrome/silver adds a premium, metallic feel to the logo and typography. Exact color specifications are published in Lexus’ brand guidelines and can vary by region and medium.
Brand color palette
Below are the core colors that typically appear in Lexus branding and communications:
- Lexus Red: a deep crimson accent used to highlight critical elements such as badges, callouts, and promotional visuals.
- Black and White: the primary neutrals for backgrounds, typography, and high-contrast layouts.
- Chrome/Silver: the metallic tone employed in the logo, badges, and typography to evoke refinement and durability.
In summary, the brand color strategy favors restraint and premium perception: a single bold accent supported by neutral bases and metallic accents.
Logo usage and contrast
The Lexus logo is typically presented in chrome/silver on both dark and light backgrounds, with red elements reserved for emphasis in marketing materials or special editions. When displayed on colored backgrounds, guidelines emphasize sufficient contrast to maintain legibility and brand integrity.
Regional campaigns may experiment with variations, but the overarching principle remains: maintain a cohesive, understated palette that reinforces Lexus’ luxurious, precise identity.
Practical considerations for designers
For consistent application, use official color specifications provided in Lexus brand guidelines for print (CMYK) and digital (RGB/HEX). When in doubt, consult the brand team or licensing partners to ensure accuracy across media, formats, and regional markets.
In short, apply Lexus Red as the accent sparingly, rely on black and white for structure, and use chrome/silver for logo and premium touches to preserve the brand’s refined aesthetic.
Summary: Lexus does not rely on a single color; its brand identity is built on a restrained palette centered around Lexus Red, with black, white, and chrome/silver providing contrast, neutrality, and a premium finish. This combination supports a luxury, precise, and modern look across all communications.
