Porsche Takamatsu | TODA Corporation Brand Refresh to Engage Professionals in a Regional Business

BACKGROUND

YL led the corporate branding and website renewal for TODA Corporation. As the only authorized Porsche dealer in the Shikoku region, TODA has a history spanning over 50 years and operates under the philosophy of “delighting people through Porsche.” While honoring the trust cultivated over decades, the company sought to redefine its brand for the next era.

Amid expanding their business and transitioning to a new generation, TODA needed to rethink what their organization stands for. As a regional company, it also faced challenges in attracting the next generation of employees. This brand refresh became a pivotal opportunity to align internal and external perceptions while strengthening recruitment appeal. YL drove this process by conducting in-depth interviews with CEO Ryuichi Toda, creating a space to revisit and clarify the company’s core values.

The new logo embodies TODA’s philosophy of “thinking beyond boundaries.” The “T” symbol deliberately extends beyond its frame, reflecting a brand mindset that embraces challenge and transcends conventional limits. Typography and color choices balance functionality with sensibility, representing the coexistence of craftsmanship and innovation.

To ensure employees could proudly embody the brand, YL produced video content showcasing the brand story and CEO message, integrating it directly into the website. This combination of storytelling, video content, and website integration helps TODA attract the next generation of talent who resonate with its vision.

Through this project, TODA evolved from being “a company that sells Porsche” to a brand that delivers “a car culture that enriches life.”

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