Toyota Trucks North American Bolt Identity

Here is the Toyota Trucks logo I made for Saatchi and Saatchi/Toyota that first publicly appeared in a Superbowl commercial in 2006.

I created it in 3DSMax and hand painted the textures as well as corrected the perspective in photoshop.

This image was originally 5K x 5K. I submitted the final after creating 36 unique takes on the “Bolt Identity” as it is now called. As with many logos, there were a lot of meetings, discussions, and people involved in the process.

I worked with Jared Plummer as my producer, Rasmus Blaesbjerg, and the people at Saatchi and Saatchi.
The texture work I did for this logo was informed by my study of scratched metals. While this logo was supposed to represent aged steel, I aluminum was an easier metal to distress, and a softer metal lent itself well to creating dramatic grooves and cuts. I spent a lot of time experimenting with various metals until I found patterns that were useful for me to reference in order to create the final hand painted texture.