Toyotas are probably best known for reliability. but to me the Toyota badge always says 'The people who made the Supra.' I freaking love that car and the next auto I purchase is going to be an MKIV.
But for anyone interested in the true meaning of the latest badge (the cowboy hat!) here is what it actually symbolizes [grabbed from AutoBadger.com]:
The Japanese have a bit of a weakness for mad badges. Hence, the current Toyota symbol that looks like a cowboy in a big hat, but is actually three elipses depicting the heart of the customer, the heart of the product, and the ever-expanding technological advancements and boundless opportunities that lie ahead. It says here.
In Japanese, 'Toyo' means an abundance of, and 'ta' is rice. I'm told that some Asian cultures believe that those blessed with an abundance of rice are blessed with great wealth.
When the company was founded in 1937, the name 'Toyota' was used rather than the family name, 'Toyoda'. There were three reasons for this:
Signify the separation of the founders' work life from home life
Simplify the pronunciation
Give the company an auspicious beginning; eight is a lucky number and it takes eight strokes to write Toyota in Katakana, whereas it takes ten to write Toyoda