Circle of Excellence
The Circle of Excellence is an esteemed award which recognizes the top 33 Toyota dealers in the U.S. who demonstrate excellence in all facets of their finance and insurance operations, measured in customer satisfaction and sales of TFS products. This historic competition has been running for almost as long as Toyota Financial Services has been in business. Dealers will compete all year, driving sales, achieving business goals, and breaking records, all to achieve
a spot at the podium and a coveted stay in
Pebble Beach, California.
The Circle of Excellence Logo, developed in 2024, was inspired by the podium for which the dealers are competing. Reminiscent of the profile of the award, the abstract shape reminds the dealers of the achievement that awaits them.
The face of the invitation that dealers are receiving in 2025, featuring gold and marble.
The Circle of Excellence logo is the new face of a historic award, given to the highest achieving Toyota Dealers across the United States. I was given the task of breathing new life into the old, tired logo. Before beginning, I was given two constraints by the executive team: modernize without making it robotic, and "we like circles." The retired logo had been in use for 25 years and was ready for a change. I took to work, inspired by the shape of a podium, and with the constraints in mind, I created an abstract icon, reminiscent of the award itself. I looked to create something that felt robust, elegant, and would drive competitors to achieve the highest award and honor at TFS. With that in mind, it's now my honor to have my work live on for the next generation of Toyota Dealers.