For Eid Al Etihad, Lexus Flips Its Iconic ‘L’ Badge Into A ‘7’ In A Memorable Tribute To The UAE’s Seven Emirates

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 widespread 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 was 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.

“Lexus has a deep cultural significance and heritage in this country. This gesture was a natural expression of our appreciation for the UAE and celebrating the legacy of Lexus within the nation,” said Karim Hassanein, Senior Marketing Manager at Al-Futtaim Lexus.

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.

Al- Futtaim Lexus Creds

• 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 Creds

• 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
• Karl El Hitti- Head of Social
• Ahmed Nour- Social Director
• Mohammed Zibara- Social Account Manager
• Omar Haidar- Senior Community Manager

Gambit Creds

• Tony Sigdwick- Account Director
• Maryam Bouraoui- Junior Account Manager