Carmoto, a renowned Rijeka-based car dealership and authorized representative of the Volkswagen brand in Primorje-Gorski Kotar County, decided to expand its service portfolio by introducing a new business line — long-term vehicle leasing aimed at the B2B segment. The new service required its own identity, one that would build on Carmoto’s established reputation while communicating with a business audience through modern, strategically considered branding.

Market Research

Primorje-Gorski Kotar County, with Rijeka as its center, has a long and rich automotive tradition. As early as the beginning of the 20th century, the streets of Rijeka hosted one of the first car races in this region – the race “Circuito di Fiume”, held in 1930, which brought together the elite of the European automotive scene of the time. Even then, Rijeka was a symbol of progress, innovation, and strong connections with European currents.

Today, the region is a strong business hub with a growing number of small, medium, and large enterprises seeking flexible, efficient, and reliable mobility solutions. Market trends show an increase in demand for long-term vehicle leasing for business purposes, particularly among companies looking to avoid the costs of ownership while retaining mobility and a representative image.

Verbal Identity

The name Carnaro is inspired by the historical name for the Kvarner region, an area with deep roots in automotive culture. As early as the beginning of the 20th century, the Rijeka and Kvarner area was known for car races held on city streets, and the arrival of the automobile symbolized the beginning of a new, progressive era – freer movement, a faster pace, and a new kind of excitement.

The name Carnaro evokes the spirit of that time. Through its phonetic similarity to the name Carmoto, it maintains a connection with the parent company, while at the same time standing as an independent, elegant brand with strong local and cultural grounding.

The brand signature Mobility Solutions for Businesses further directs communication toward business users, emphasizing a reliable, scalable, and professional transportation service for companies of various profiles.

The slogan Drive it like you own it underscores the key benefits of the service – freedom of use without complications, peace of mind while driving, and the feeling that the vehicle becomes a natural part of the user’s business operations.

Visual Identity

The visual identity of the Carnaro brand is based on a fusion of automotive history and the contemporary business environment. The key graphic element is the letter C, which is stylized in the logo using squares inspired by racing start flags — a symbol of beginnings, dynamism, and competitive spirit. The letter C also forms a frame used across various communication materials, symbolizing a racetrack and suggesting direction, trajectory, and movement.

The color palette — warm orange, calm blue, and muted beige — is taken from an authentic postcard of the Kvarner region from the era when automobiles first became part of everyday life. This further anchors the brand’s visual story in local heritage and context.

The typography in the logo merges modern and traditional influences — the primary typeface is inspired by lettering from vintage postcards, while the rest of the communication uses a clean, contemporary sans-serif font that ensures clarity and a professional impression. The combination of solid and outline typographic versions alludes to racing markings and track lines, adding a layer of dynamism to the visual expression.