The Japanese car company Toyota has positioned their Scion as affordable as well as a unique expression of youth. The article, " Do-It-Yourself Logs for Proud Scion Owners" states that Toyota is creating a marketing campaign to  give proud owners for the Scion a chance to show how their car reflects their personality. Owners will design their personal " coat of arms". This personalization will happen online where crests can be designed from hundreds of choices. Symbols can be incorporated into the crests, whom were designed by professional graffiti artists. Symbols range from crowns to eagles to Japanese style flowers. After their designs are completed they can be downloaded and made into window decals or have them painted on their cars. This campaign was named Scion Speak, and was developed by Strawberry Frog Advertising agency that is based in Amsterdam and New York. Strawberry Frog has brought in Graffiti artists and have researched the lifestyles of Scion owners. 

The target market for this campaign is aimed at young hip drivers but who will be able to afford the work that will be done at the auto body shop. Strawberry Frog is aiming this at current Scion owners, rather than establishing another generation of owners. 

Visit the Scion website to develop your own Scion logo.