The Taiwan Tourism Bureau has launched a new logo and slogan. “Taiwan – The Heart of Asia” replaces the grammatically incorrect “Taiwan, Touch Your Heart” which had been in use for ten years.
Focus Taiwan reports the logo was designed with the assistance of London design firm Winkreative. It packs in a bunch of symbols of Taiwan — Taipei 101 features prominently while the building at the top might be the Sun Yat-sen Memorial Hall although it could also be a generic representation of Taiwan’s temples. There are also fireworks, lanterns, a teapot, a bird, flower blossoms, a butterfly, two people eating and an aboriginal motif. The only obvious thing that is perhaps missing is an image of Taiwan’s mountains.
One good thing about the slogan “Taiwan — The Heart of Asia” is that it places Taiwan at the centre. While the actual geographical centre of Asia is near Urumqi in East Turkestan (Xinjiang), Taiwan does occupy a special position in Asia that connects it to other Asian countries and the Pacific Ocean. I detailed this in an earlier blog post, Perspectives of Taiwan.
The slogan invites comparison with the slogans of some other Asian countries which are actively promoting international tourism. Other countries are using slogans such as “Amazing Thailand”, “Malaysia Truly Asia”, “Wonderful Indonesia”, “Incredible India” and “Korea, Be Inspired”. There is an obvious preference for the emphatic here. Whether Taiwan’s “heart” can compete with these is the real question.