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Lexus Name Badge Removed on 2011 USA Models

Posted by Kevin on September 7th, 2010

The sharp eyes over at Club Lexus have spotted a badge change on 2011 Lexus models sold in the USA:

After spending twenty years on the trunk lid of every Lexus made, the LEXUS name badge has been removed, leaving the Oval-L as the sole brand identifier — here are some other 2011 examples:

2011 Lexus GS 350

2011 Lexus LX 570

Considering that Lexus has been the top-selling luxury car brand in the USA for a full decade, it’s safe to say the Oval-L logo has reached the level of recognition necessary to omit the brand name. It’s a subtle change, to be sure, but it also stands as an notable step in the evolution of the brand in the United States.

So far, this looks to be a change only in the USA (and possibly Canada) — as proof, here’s a 2011 IS F photo from the UK with the LEXUS name badge still visible:

2011 Lexus IS F in UK

Which do you prefer — badge on or off?

[Source: Club Lexus]

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Comments
W
  • W
    WorldofLuxury
  • September 7, 2010
The badge is beautiful and adds a nice balance. Lexus needs it... Mercedes-Benz and BMW vehicles still have their names written on their vehicles!
J
  • J
    Joshd
  • September 7, 2010
I like it written out. It probably saves Lexus a lot of money from not having to produce them.
A
  • A
    argh
  • September 7, 2010
They really don't need the badge since they consistently sell so many vehicles in the US.
J
  • J
    Jay
  • September 7, 2010
Maybe it's something I have to get used to, but personally I prefer the Lexus name spread out as well as the logo. Combined with the alpha numeric model name the two other badges created a perfect triangle of badges in the rear. Now it just looks a bit off.
J
  • J
    Jay
  • September 7, 2010
whoops I meant "spelled out"
S
  • S
    seal
  • September 7, 2010
Badge off for CT200h F-SPORT too @krew ;) I like it that way ;) By the way.. i love the F-SPORT's new mask too!
E
  • E
    Eljay
  • September 7, 2010
Jay wrote:Maybe it’s something I have to get used to, but personally I prefer the Lexus name spread out as well as the logo. Combined with the alpha numeric model name the two other badges created a perfect triangle of badges in the rear. Now it just looks a bit off.
Same here.
J
  • J
    Jose
  • September 7, 2010
The lack of the LEXUS name badge is not something I think most people (non-Lexus owners) would notice immediately. Well, maybe they would, but it's not immediately identifiable. You'd realize something was missing but it'd be a (little) while before you realize it was the brand's name. On the one hand, I feel like it was Lexus' quirky touch to have its name in full and it'd just take time to get used to it. On the other hand, one could say Lexus is only aligning itself with the other 3 biggest luxury auto makers - BMW, Mercedes and Audi do not have their names in full. The slightly more niche ones such as Cadillac and Jaguar still do though, so it's a tough call.
L
  • L
    LEXISCONOSUR
  • September 7, 2010
There is no better logo than that of the "L" badge! So clean, so classy. I feel its a great choice to remove the "LEXUS" badge from the trunk, LEXUS has evolved so much in the past decade and taken on such a tuned look that removing this proves so. A well tuned car is clean and streamline, no need for unnecessary things like a cluster of badges. the "L" says it all!! I removed mine and placed it in my interior :-)looks great!
S
  • S
    seal
  • September 7, 2010
W
  • W
    Wunko
  • September 7, 2010
I like the clean look without the badge. If they kept the badge, I wouldn't have a problem though.
C
  • C
    Clode
  • September 7, 2010
@seal: i send request friend in facebook but don't accept me
W
  • W
    WorldofLuxury
  • September 7, 2010
@Jose: BMW has it around their roundel, and Mercedes-Benz has it around their wreath.
J
  • J
    JVX
  • September 7, 2010
I also like the idea of the name-less brand. Just the logo is enough. Keep it simple and clean. I think it's a good move on Lexus. I know of people who associate name brand with quality, performance, and craftmanship. Just a mere sight of the name "Lexus" or even "Hyundai" and they would associate with under-performing and not in the same league as the German. A coworker, who is a German enthusiast, once told me that he would never buy a Lexus. He will always buy a BMW just "because it's a BMW". Imagine in a world of cars with name-less brand and non-logo emblems, can one tell one auto maker from the others.
J
  • J
    Josh
  • September 7, 2010
I dont understand why the LS and RX will continue to have the Lexus logo though...
W
  • W
    WorldofLuxury
  • September 7, 2010
@Josh: They're still 2010.
L
  • L
    Lexus Ben
  • September 7, 2010
So does this means it will not have the "Lexus" Badge on the up and coming CT200h? I am actually fine by this move. Since lots of Toyota/Honda/Nissan products are now solely putting their logo on top of the trunk this move will not only simplify the rear end. Also making it much more Eco friendly. Less plastic/plating used. Better for both the company cost wise as well as environmental wise. It's just a win win situation. But now my car will look dated. Cause both me and my gf's bought 2010 MY Lexus.. damn it..:-D
J
  • J
    jesseps
  • September 7, 2010
looks way more nice that way
W
  • W
    WorldofLuxury
  • September 7, 2010
dang... sudden flashback. That brochure that included the LX 450 in its last year of production... Lexus has come a long way. Now if only Lexus go above the par of the Range Rover interior design with the LX!
W
  • W
    WorldofLuxury
  • September 7, 2010
WorldofLuxury wrote:dang… sudden flashback.That brochure that included the LX 450 in its last year of production… Lexus has come a long way. Now if only Lexus go above the par of the Range Rover interior design with the LX!
Oh, and don't forget about doing something about the headliner!
L
Would look better on the left side. Or, the name on the left, number or F on the right. For example instead of saying on the back "LEXUS ISF" how about "IS F". Or just "ISF ______"
E
  • E
    emptystreets130
  • September 7, 2010
I personally think it looks better without the "LEXUS" badge. I normally take those off since a majority of the population should know that it is a Lexus or a Toyota from the other badge.
R
  • R
    RDS
  • September 7, 2010
A Lexus without badge looks like a fake car , it's really bad that Lexus decided to taken off the LEXUS badges ! @seal : FACEBOOK or FAFEBOOK ?
L
  • L
    LEXUSBOY
  • September 8, 2010
Really disappointed that the 'LEXUS' badge has been removed, I especially liked the font used, very unique. The only upside is the rear will be easier to clean >:-(
W
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    WorldofLuxury
  • September 8, 2010
@LEXUSBOY: Don't see much of you anymore!
T
  • T
    travis
  • September 8, 2010
Keep the badges on... IMO its looks odd.. even if the name badge was never there to begin with.. that empty space is just calling out for something to be theere
L
  • L
    LEXISCONOSUR
  • September 8, 2010
What is with peoples need to fill negative space?? LESS IS MORE! The instant i removed my LEXUS badge and my IS300 badge my ass end looked amazing! I want my model to be a mystery. OMO;-)
W
  • W
    WorldofLuxury
  • September 8, 2010
@LEXISCONOSUR: What would a Lexus KITT be like? :D
L
  • L
    LEXISCONOSUR
  • September 8, 2010
WorldofLuxury, im not sure i follow, LEXUS kit car?? haha
W
  • W
    WorldofLuxury
  • September 8, 2010
@LEXISCONOSUR: Knight Rider! lol

W