For Eid Al Etihad, Lexus Flips its Iconic "L" Badge into a "7" in a Memorable Tribute to the UAE's Seven Emirates

Dec. 02, 2024

A brand’s logo is its most valuable asset. It’s what makes the brand stand out. It’s uniquely theirs, it’s recognizable, and always, under almost all circumstances, it’s untouchable. Especially for a global brand like Lexus. 

The "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.

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 mystery was revealed just in time for the celebrations. 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: we celebrate and drive the nation forward together.

Karim Hassanein, Senior Marketing Manager at Al-Futtaim Lexus said:

"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."

 

The reveal not only sparked a collective "aha" moment but 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.

This bold move not only celebrated the UAE but also strengthened Lexus’ connection with its customers, proving that when a brand steps out of its comfort zone with purpose, it can create an enduring impact. The flipped badge became a symbol of changing perspectives and uniting the nation in a moment of creative spark.