Lion Group has been a leading name in Taiwan’s travel industry for more than 40 years. The rebranding project was launched in 2018. By redesigning brand logo, outlook of the headquarters, travel products, corporate items, visual and spatial experience of the flagship store, we helped Lion Group create exclusive new experiences which encourage consumers to explore life.

For the new logo, smoother curves are used to illustrate the wavy flying mane of the lion, so it has a smoother, brighter, and more dynamic look. The upward-gazing lion shows Lion Group’s ambition to be the industry leader. The letter “O” symbolizes planet Earth, and the traveler’s route leaves the mark symbolizing Lion Group’s determination to go forward and travel far. For the letters and Chinese characters, a font of well-proportioned structures is used, but we made them look more friendly and playful by adding curves here and there. The new color red contains more vitality and power than the old one. It works well with a good range of complementary colors, which allows more flexibility when the logo is applied to target different markets.