The Tree Metaphor

The image of a tree has been used to symbolize the Toyota Vision from ‘roots to fruits’. The tree is a symbol of natural strength. It is useful and long-lasting, something that continues to grow and flourish year after year.

The Toyota principles are represented as the roots because everything we do as a company must grow from the foundation of our beliefs. These roots support the trunk of the tree, which signifies the strength and stability of our operations.

From the trunk, the branches lead to the 12 tenets that make up the Toyota vision - the ‘fruits’ of the tree. The tree allows all of this imagery to be connected together, a metaphor for how closely we at Toyota work together to achieve success.

Finally, the tree is set in a human environment, to remind us of who we work for - our customers. The backdrop is universal, to represent our customers across the globe.