British car maker Caterham has unveiled its new branding, designed to spearhead the Caterham Group’s continuing international expansion and diversification into new sectors.

The new corporate identity features a new selection of green tones and a coloured Union Flag emblem, all reflecting Caterham’s British heritage.

Since Malaysian entrepreneurs Tony Fernandes and Datuk Kamarudin Meranun purchased the Caterham brand in 2011, the original sportscar company has been joined in the Group by Caterham Technology & Innovation (CTI), Caterham Composites, Caterham Bikes, Caterham Moto Racing Team, Caterham Challenge and the F1 and GP2 race teams.

The rebrand will be applied across all arms of the Group and has been designed to mirror the brand’s commitment to deliver ‘accessible fun’ across its whole spectrum of businesses.

Tony Fernandes, Caterham Group Co-Chairman said: “The Caterham coloured Union Flag emblem is our celebration of Caterham’s British heritage. The Caterham brand has been in existence for over 40 years and, in simple terms, is a brand that puts smiles on people’s faces. It is a proud British brand, one that celebrates Britain’s engineering prowess and we, in turn, are proud to showcase our British heritage.

“In late 2013, we launched Caterham’s first two-wheeled ventures, while CTI is involved in a number of fascinating projects. Many of these we cannot talk about for confidentiality reasons, but there is a team in Hingham, working very closely with Caterham Cars and Renault on our new road car, bringing their skill set to bear alongside a major international car manufacturer.

“Caterham Composites, our specialist composite design and manufacturing consultancy in Germany, is also working on a range of concepts, including a project with Airbus Group on new, lightweight aircraft seats. The benefits of that project are obvious, and they are a good example of how we are creating innovation and revenue across the Group.”

Source: Caterham Cars