Tourism Bureau creating a new brand for Taiwan’s hot springs
Nineteen precious hot springs can be found across Taiwan. This project aims to establish a new brand for Taiwan’s hot springs. It starts with an exploration into individual hot springs and their unique features or “DNA.” Aesthetic concepts, hot spring geography, and local features later come together in the planning of a comprehensive set of activities for each area. Using the mountainous hot spring of the Guguan Scenic Area as a starting point, new perspectives are introduced to create a fresh image of Taiwan’s hot springs in toto.
GUGUAN HOT SPRING
A natural hot spring that emerges from the surrounding mountains, the Guguan Hot Spring can be accessed by Taiwan’s remote Central Cross-Island Highway. Tucked away among mountains, the area has gradually become known for offering visitors perfect hot spring pools, a thriving forest ecology, and a vibrant local cultural heritage.
JINSHAN・WANLI HOT SPRING
To capture the seaside hot spring environment that is Jinshan Wanli, this logo features an artistic rendering of 「金」, a character that means “gold” or “metal” in Chinese. It’s chosen in consideration of the area’s long-standing connection with sulfur and mining. The character’s individual components all point to the unique geological, scenic, and cultural features of the Jinshan Wanli Hot Spring area.