Taiwan updates national brand as it aims to boost tourism

Developed alongside London-based incumbent branding and design agency Winkreative, the new initiative aims to position Taiwan as ‘The heart of Asia’ and maintains colourful illustration — a hallmark of the past campaign — to showcase the country’s attractions, along with a new logo and typeface.

The rebranding also includes a theme tune entitled ‘Time for Taiwan’ and a short promotional cartoon. The tourism authority is planning to launch a global publicity campaign across major media platforms in March.

Taiwan, which recorded 5.5 million foreign arrivals last year, is aiming to attract more than 10 million visitors over the next three to five years. The ‘Touch your heart’ theme was introduced in 2001.