Scion Speak is a new symbolic language that lets individuals within theScion community (Toyota's Youth generation brand) create their own visual identity - a unique visual fingerprint that represents them. The purpose of Scion Speak is to further unite this highly creative community and strengthen their bond by creating a visual language unique to Scion. The visual language comes from the interests of the community itself and allows them to further express the passion and enthusiasm they share through Scion. The nucleus of this visual language is an online web experience that gives the users a toolbox of iconography they can use to build and customize their own crests. But it is also a language they can take with them into the real world and even onto the cars themselves. Thereby Scion Speak becomes a language of, by and for the Scion community.