The "Toyota" name stems from the family name of the founder, Sakichi "Toyoda," with early vehicles produced by the company originally sold with a Toyoda emblem. In 1936, the company ran a public competition to design a new logo, leading to a change in the brand name to the current Toyota. First, "Toyota" represents a voiceless consonant sound in Japanese, which is considered "clearer" than voiced consonants like in "Toyoda." The number of strokes to write Japanese characters, called jikaku, is also a factor. Eight strokes are believed to be connected to wealth and good fortune, and "Toyota" (トヨタ) contains exactly eight strokes. The change also signified the expansion of a small independent company to a larger corporate enterprise. There are three ovals in the Toyota logo that are combined in a horizontally symmetrical configuration. The two perpendicular ovals inside the larger oval represent the heart of the customer and the heart of the company. They are overlapped to represent a mutually beneficial relationship and trust between each other. The overlapping of the two perpendicular ovals inside the outer oval symbolizes "T" for Toyota, as well as a steering wheel representing the vehicle itself. The outer oval symbolizes the world that embraces Toyota. Each oval is contoured with different stroke thicknesses, similar to the brush art in Japanese culture. The space in the background within the logo exhibits the infinite values that Toyota wishes to convey to its customers: superb quality, value beyond expectation, the joy of driving, innovation, and integrity in safety, the environment, and social responsibility.