Alishan Forest Railway Brand Revamp｜Cizoo&Co Unveils a New Travel Identity for Cultural Heritage Sustainability Since its establishment, the Alishan Forest Railway and Cultural Heritage Office has been dedicated to preserving Taiwan’s forest railways, cultural heritage, and ecological forestry. With a vision of sustainable operation, the organization has launched a new travel brand identity, reshaping the image of Taiwan’s cultural assets for the modern traveler. Cizoo&Co developed the concept “Travel through forest history, appreciate the scenic beauty beyond the train window,” merging the essence of forest railways with the visual poetry of nature. The logo design integrates the iconic train window, the red locomotive, sunrises and sea of clouds, and a bird in flight—symbolizing both a forward-looking spirit and the commitment to safeguarding Alishan’s railway and heritage.

The V-shaped arc within the symbol reflects both rail tracks and the railway’s focus on safe, stable transportation. The logotype features wide, bold strokes inspired by traditional train car lettering, expressing the stability of railway industry aesthetics while ensuring high readability and versatility across applications.

The brand’s primary color, Locomotive Red, recalls the iconic image of Alishan’s early tourism boom. Supporting colors include Forest Green, evoking the region’s lush, biodiverse landscape, and Morning White, reminiscent of the vast sea of clouds atop the mountain. This palette conveys both the natural richness and the dynamic, enduring vitality of the railway’s cultural spirit.

To enhance the physical brand experience, Cizoo&Co also redesigned the interpretive signage system, including visitor maps, directional guides, informative panels, warning signs, and railway notices. The signs feature H-beam steel structures with bark-textured powder coating and rail-inspired bases, blending industrial materials into the forest landscape. This ensures clearer, more intuitive guidance for travelers exploring Alishan.

To further strengthen the travel brand’s new identity, Cizoo&Co proposed a range of concept merchandise—including card holders, placemats, Alishan-flavored cookies, and sparkling water—transforming brand touchpoints into everyday cultural connections.

As the Alishan Forest Railway prepares for full service resumption, we hope this renewed brand system will invite the world to rediscover Alishan—from a cultural route to a journey of memory, landscape, and heritage.