A small document from Toyo<d>a's very early existence. This “Toyoda Bus Chassis” spec sheet from their first Model DA bus dates to around 1935-36, before Toyota Motor Company was spun off from the Toyota Loom Works division. The
trademark was adopted in July, 1935 when the company was first producing vehicles under Loom Works. The early logo was changed less than two years later, after a public design competion to recreate the brand was held in 1936. The
logo was chosen from all the entries and was officially instituted in April, 1937. It stood for 52 years, changing for a third time in 1989 to the one which exists today.
The two small quotation-mark looking characters after the Q is the differentiator between TOYODA and TOYOTA. Toyoda (TEQ” = TO YO DA). Toyota (TEQ = TO YO TA).
Interestingly, the hood ornament depicted on the bus is a shachihoko, a japanese mythical sea creater with a tiger's head and a carp's body, another facet of exceptionally early Toyo<d>a.
Because the early logo was used for such a short period, and of the age, surviving original documents depicting the first logo are excpetionally scarce.