Taiwan’s Tourism Administration has launched a new brand identity, signaling a major change in how the country presents itself to international visitors. The new logo reflects Taiwan’s focus on sustainability, digital advancements, and creating top-tier travel experiences.
The old logo had a traditional look, with a serif font that combined uppercase and lowercase letters. The soft design featured an orange gradient and the slogan “The Heart of Asia,” highlighting Taiwan’s central role in the region.
The new logo moves away from this style, adopting a bold, modern approach. It uses a custom sans-serif font called Taiwan Sans, with strong uppercase letters designed for easy reading on digital platforms. The bright orange remains without the gradient, giving the logo a cleaner, more contemporary look.
A standout feature of the new logo is the wave symbol, inspired by Taiwan’s natural landscapes, such as its mountains and coastline. This wave represents the country’s fluidity, continuous progress, and commitment to innovation and sustainability.
The slogan has also changed, replacing “The Heart of Asia” with “Waves of Wonder.” This new phrase emphasizes Taiwan’s natural beauty and cultural heritage, positioning the country as a unique and exciting travel destination.
The new logo’s design is more angular and precise, moving away from the previous version’s softer, rounded shapes. The straight, sharp lines give a sense of stability and confidence, while consistent line thickness adds harmony to the overall design.
An interesting aspect of the logo is its retro-futuristic elements, which make it memorable and unique. The resemblance to NASA’s “worm” logo adds a sense of technological progress, aligning with Taiwan’s focus on innovation.
Taiwan’s updated brand identity will roll out in 2024, aiming to boost the country’s appeal on the global stage. The new branding highlights Taiwan’s distinct natural and cultural attractions, making it a more attractive destination for tourists worldwide.
