Overview

An international trade organization called Taiwan Pavilion needed an updated identity to showcase the overall image and industrial advantages of Taiwanese enterprises at international exhibitions. The goal of this rebrand was to help enhance the country of Taiwan’s recognition. This involves designing the Taiwan Pavilion logo, identity and exhibition booth for when Taiwanese companies organize group participation in international trade shows.

Solution

Taking inspiration of the symbolic sun on the Taiwanese flag, we reimagined and redefined the icon.  The sun’s 12 rays represent the 12 months of the year and the 12 traditional Chinese hours, each of which corresponds to two modern hours. This symbolizes unceasing progress.

The new Taiwan logo is comprised of elements working in unison to create a unified sun. These elements create a unique dynamic of positive and negative space creating energy and movement in multiple directions. The mark reflects the spirit and imagery of Taiwan’s technology, innovation, inclusivity, freedom, and democracy.