Toyota was the first new manufacturer to enter Formula One using both its own engine and chassis technology since Scuderia Ferrari more than fifty years ago. Before entering Formula One in 2002, the Toyota Motor Corporation had already spent three years preparing for its greatest challenge in world motor sport building a 33,000 sq.m. facility and a 50% wind tunnel, beginning a rigorous development programme and recruiting over
five hundred dedicated professionals.

Interstate’s work for Toyota began by defining
the company’s communications objectives
and requirements for its racing team.
Following feedback, we devised an identity
and car livery featuring a series of dramatic brushstrokes, borrowed from traditional Japanese calligraphy, rendered in Toyota’s corporate colours of red, white and black. The strokes have been applied asymmetrically to the car to create a dramatic effect whilst preserving prime positioning for the team partners’ branding.