The logo design is based on “window of a Japanese tea ceremony room”, which is one of the styles in Japanese beauty concepts. In a traditional Japanese tea ceremony room, any Japanese person can feel beauty style of its traditional making, columns or ceiling, walls and all other places.
CARTENDER’s brand logo consists of a traditional tea room window expressing the Japanese beauty style, and the character for car “車” inside it. Combining the Chinese character with English, it expresses not being restricted by tradition, but to cause a revolution in automobile industry which is a corporate culture of the challenging CARTENDER.
Brand colour is red, meaning “Challenge, Passion, Innovation” and recalling the “Sunrise”.