I was pretty excited back in in Q4 2008 when awarded an assignment to design an in vehicle motion graphics logo startup sequence with sound design for Lexus Enform - the cutting-edge new premium subscription telematics service available in all 2010 Lexus models.

This was a case of reverse-engineering logo design. Come up with a compelling 6 second futuristic 3D animation for Enform that plays upon startup of the vehicle, and back that into a logo for print using corporate colors. In a combined design project, over 400 logo variations were created, with several final rounds making their way to Toyota headquarters in Japan for reviews and approval.

The final "ribbon" concept that you see here recently made its debut in all new 2010 Lexus models. So, if you buy one, please let me know so I can check it out!