Lexus to drop L badge for full brand name at the rear

When the all-new Lexus NX made its global debut last year, we were surprised to see that it no longer featured the brand's logo at the rear. Instead, it came with the new 'L E X U S' lettering spelled out across the tailgate.

It was then followed by the fourth-generation Lexus LX. Like the compact crossover, the flagship SUV has also ditched the Lexus logo at the back. With both models getting the new spelled out badging, does this mean more future Lexus models will get the same treatment?

According to a report by Motortrend, that is what Lexus plans on doing. In an interview with Brain Bolain, Lexus' global head of marketing, all future Lexus models will get spelled out lettering across the rear instead of the brand's signature logo.

“We need some way to signify that change is coming to Lexus, and this may seem like a dumb way, but it catches your eye,” shared Bolain with the publication.

The change Bolain mentioned started with the LF-Z Electrified concept. First revealed in March 2021, it serves as the brand's vision for an electric future. Not only does it feature Lexus' design concept for future EVs, it's also the first concept vehicle to adopt the new spelled out 'L E X U S' design (the NX was the first production vehicle to come with it).

With Lexus set to replace the rear logos with the new spelled out lettering for all new models, does this mean the front badge will also be replaced? So far, both the NX, LX, as well as the RZ EV still have the L badge on the front grille.

Do you think Lexus made the right choice to replace the rear badges with the new spelled-out letters? Share your thoughts in the comments section.