The elan logo started out as ‘elite’. Due to searches and contention with the trademark for elite, it was decided to change the name to elan. The subsequent trademark application was approved, so that elite could be used, but it was decided by then that elan was the better mark. The word ‘elan’ represents ‘moving forward with vigor and pace’. The logo represents quality, style, elegance and the glowing tip of a cigarette held in the hand.