Visual identity for a new event in Taitung, Taiwan called “Taitung Spring Arts Festival”. The assignment was to design a visual identity and brand around the festival, including logo, event color palette and other event visuals (posters, rollup/wall/web banners, invitations, stage background design, etc.). The colors were intended to be bright and fresh, reflecting the spring in Taitung. The colors chosen for the event were 5 primary colors (blue, green, natural white, red, yellow) and different shades of these colors as secondary colors.

Origin of the Taitung Spring Arts Festival Project

Taitung in spring does not have the heat and bustle of summer, nor does it have the northeast monsoon and huge waves that are comparable to the typhoon season in autumn and winter. The spring is bright and the climate is pleasant and comfortable. After the firecracker flowers and fireworks trees announce the arrival of spring, the neem flowers in March are fragrant like the silent and dense spring rain, followed by the tung oil flowers and moon peach flowers in April! In spring, the sun is still shining brightly on the east coast, and the spring green and sea blue are so clear and distinct with a warm mist. Spring is actually the most suitable season for wandering along the southeast coast. Spring is also the season when all things are born and reborn. Therefore, we plan to invite performing arts elites from different fields in Taiwan and local aboriginal performing arts workers to exchange and dialogue in the form of workshops through this music co-creation and performance project in this season, and perform the co-creation results at the “Taitung Sugar Factory” and “Dulan Xindong Sugar Factory”.

Especially since the Hualien earthquake on April 3, 2024, a series of earthquakes and typhoons have caused frequent interruptions and repairs to the external railway and highway traffic in Hualien and Taitung. For such a long time, all of Hualien’s catering, accommodation, cultural and creative tourism industry chains have suffered a very big blow. Even if it is realistic that Taitung did not suffer direct damage from the earthquake and the environment is relatively safe, it is still indirectly affected by the integration of Hualien and Taitung’s transportation and tourism industries, and it is difficult to promote it. Therefore, we hope that through this plan, we can use Taitung as the starting point and base during the off-season for tourism in Hualien and Taitung – spring, and then promote the tourism industry in Hualien and Taitung through the design of tour itineraries.

Taitung has many talented musicians and a rich ethnic culture. Through this project, we hope to bring together local musicians and masters with international stage experience to collaborate and exchange songs, thereby stirring up the unique melody and cultural vitality that has grown on this land. We hope that this beautiful beginning will continue to blossom every spring, bringing fresh and sustainable cultural, artistic and tourism benefits to Taitung.

– Yun-Yi Lee

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Designer’s note: The event was later postponed for unspecified reasons.