In 1996 Jonathan & Jamie Ward started TLC, now the nations leading Land Cruiser Service center, to provide sales, service, parts and restoration services to the Land Cruiser community. As global reputation grew, they began to work as a consultant for Toyota, and TLC started developing special projects for Toyota ranging from outfitting vehicles for special events to, at one point, being asked by Mr. Toyoda to build three running and driving prototypes, which ultimately became the 2007 Toyota FJ Cruiser. Icon's original prototypes paid direct homage to the Land Cruiser tradition, even more so than the exciting new FJ Cruiser.

Today the majority of Icon's custom builds are two wheel drive vehicles, again with classic styling, modern performance, and timeless utility.