Information:

The logo was derived from the Japanese flag (white square with a central red circle), and inside this was placed the 'e' from the company name. This symbolise the internet sales side of the business.

The Fire shape grows from the right-hand side as Japan is to our East - almost as though, the shape has come at high-speed from Japan. As this business is all about the sale of Japanese cars, we can assume that most of them will be fairly high performance vehicles, so speed is symbolic in this case.