Since its establishment, the Alishan Forest Railway and Cultural Heritage Office has been committed to promoting preservation and maintenance of forest railways, their cultural heritage and forest ecology. The new brand identity shows its determination to achieve sustainable business and to create a new travel brand for Taiwan’s cultural heritage.

"Enjoy the window view while traveling through the history of the forests" summarizes the design concept of the project. The logo is a combination of the signature sceneries of Alishan: locomotive, sunrise above sea of ​​clouds, and flying birds with open wings. It implies the office’s hope for a great future and its determination to protect Alishan’s forest railways and cultural heritage. The curvy V-sign hidden in the logo creates a soothing and reassuring visual effect, just like transportation safety, which is always the office’s priority. The bold font is inspired by the font used on the railroad cars. It carries the weight of the railway industry while allowing more diversity in application and easier identification.

The brand's main color red comes from the color of locomotives – a classic of Alishan. It sets the tone for the new era of Alishan’s railway tourism. Two auxiliary colors are included in the palette: forest green represents the tranquility and vitality of Alishan’s forest, while morning white is a reminder of the spectacular sea of ​​clouds viewed from the mountain top. The brand identity is a combination of robustness and vitality, capsulating the spirit of forestry and railway cultures while bringing more diversity and energy to the brand. The supporting patterns are full of dynamic visuals, reminding people of the flowing window views of train rides.

On-site inspections and in-depth analyses allowed Cizoo to re-plan and design the tourist information sign board system, which consists of guide maps, wayfinding systems, pure-text tourist information sign boards, warning signs and public announcements along the railway. H-beams covered with bark-textured enamel paint are adopted in the design to make the information boards blend better into the forest environment. The information boards will be updated through various stages and provide visitors with a more efficient wayfinding experience.

To strengthen the new positioning of the travel brand, Cizoo proposed, developed, and designed products including card holders, placemats, flavored biscuits and sparkling water. It is expected that after the full commissioning in 2023, they will facilitate global visitors to see Alishan in a new light.