Scion is a division of the Toyota Motor Corporation. It is a sub brand that is trying to target the youth market, namely generation Y which according to stats will dwarf generation X by 2020. Scion market themselves as a culture where their buyers, like themselves know what's cool, what's hot and what's not. Currently, they are offering a website whereby Scion owners can design their own personal logo or coat of arms. The logos can be customised from various symbols, colours, crests and shields all designed by Tristan Eaton, a professional graffiti artist. Once the user is happy with their creation, they can download it and use it as they please. They could airbrush it on their car, create clothing or just use it as a computer background.