UAE National Day (2 December) is an occasion taken very passionately to commemorate the seven Emirates joining in 1971. This year, the country's National Day was celebrated under a new title: Eid Al Etihad. In Arabic, Eid means a celebration, and Etihad means union, which makes people embrace the day’s meaning because it unites everyone. Grand celebrations are held across the country on this special day. To mark the event, Al-Futtaim Lexus has reimagined its iconic 'L' badge, flipping it into a '7' to honor the UAE's seven Emirates.
A brand’s logo is its most valuable asset. It is what makes the brand recognizable and it fosters brand loyalty. Indeed, being the foundation of the brand identity, it is expected by the brand’s audience under almost all circumstances. So it is often regarded as an untouchable trademark, especially for a global brand like Lexus.
Lexus’ ‘L’ badge, synonymous with luxury and innovation, is revered by motoring fans around the world. So when Lexus unexpectedly rotated its logo across all platforms, it spread intrigue across the UAE. Social media profile pictures flipped. Steering wheels and rims were turned upside down. The front badges, rear badges and every other badge also carried the creative tweak. None of it made sense, especially in the days leading up to Eid Al Etihad.
However, this bold move has generated a great deal of buzz on social media where Lexus’ temporary logo change, with teaser posts and flipped logos triggered interest.
Eid Al Etihad, or Unity Day, an occasion formerly known as UAE National Day, was renamed to commemorate the unification of the UAE. The theme was the coming together of the seven great Emirates that make up the country - a symbol of pride and togetherness.
The big reveal happened just in time for Eid Al Etihad’s celebrations, as a symbol of unity and pride. When turned upside down, the Lexus ‘L’ becomes a perfect 7. This simple transformation was no accident. It was a deliberate tribute holding a profound meaning as in “we celebrate and drive the nation forward together.”
“Lexus has deep cultural significance and heritage in this country. This gesture was a natural expression of our appreciation for the UAE and a celebration of the legacy of Lexus within the nation,” said Karim Hassanein, Senior Marketing Manager at Al-Futtaim Lexus.
The reveal also inspired action. Once this clever trick came to light, Lexus owners across the nation jumped in, proudly sharing images of their steering wheels, flipping the logo to celebrate the seven Emirates on social media.
By daring to reimagine its most sacred asset, Lexus delivered a message far greater than branding. It showcased the power of simplicity, the art of storytelling, and the strength of community.
While the logo is an essential element of the brand that seldom changes, temporary makeovers attached to socially relevant causes can positively influence the audience.
When a company temporarily changes its logo tied to a specific event or a socially relevant cause, it is referred to as a themed alteration. Google has been applying the idea of themed alterations for over a decade through its doodles.
According to a study, “temporary logo changes can be one of many steps towards a shift to an improved brand image in the customers’ minds.” The study further reveals that temporary logo makeovers are a part of an ongoing process for brand image extension campaigns.
One of the most notable logo alterations related to a specific social event was done in 2018 when McDonald’s flipped its Golden Arches to turn the ‘M’ into a ‘W’ in “honor of the extraordinary accomplishments of women everywhere." While the temporary facelift garnered a lot of media attention, it failed to impress a large number of people, as it remained unsuccessful in raising any social awareness.
Twisted logos are perfect for businesses looking to convey a sense of creativity, innovation, and a touch of playfulness and Lexus has managed to effectively communicate its brand identity and values, and resonate with its target audience on this special occasion that is UAE’s National Day, now literally called Eid Al Etihad.
Lexus’ initiative was not only daring but relevant as well. This short-term logo makeover not only celebrated the UAE but also certainly strengthened the brand’s connection with its customers, proving that when a brand steps out of its comfort zone with genuine purpose, it can create an enduring impact. The flipped Lexus badge became a symbol of changing perspectives and uniting the nation in a moment of creative spark.
CREDITS
Al- Futtaim Lexus
Jacques Brent - Managing Director Al-Futtaim Toyota & Lexus
Katib Belkhodja - Managing Director- Al-Futtaim Customer Centricity
Saad Abdullah - General Manager, Marketing, Al-Futtaim Toyota & Lexus
Roxanne Magbanua - General Manager, Al-Futtaim COE Marketing
Karim Hassanein - Senior Marketing Manager, Al-Futtaim Lexus
Sara Abouhatab - Marketing Manager, Al-Futtaim Lexus
Rose Viajar – Marketing Executive, Al-Futtaim Lexus
Memac Ogilvy (Agency)
Hadi Ballout - Managing Director, UAE
Gautam Wadher - Chief Creative Officer
Moemen Metwally - Creative Director
Alicia McBride - Senior Art Director
Carl Khoury - Senior Copywriter
Shadi Kharmacho - Head of Arabic
Hussein Krayem - Head of Content & Production
Ahmed ElBeshbishy - Content Creator
Zaid Salama - Arabic Copywriter
Kevin Kurian - Business Director
Alaa Nour - Account Director
Georges Enkiri - Senior Account Manager
Nicole Correia - Senior Account Executive
Bhaskar Bateja - Head of Strategy
Karl El Hitti - Head of Social
Ahmed Nour - Social Director
Mohammed Zibara - Social Account Manager
Omar Haidar - Senior Community Manager
Gambit (PR agency)
Tony Sigdwick - Account Director
Maryam Bouraoui - Junior Account Manager
