Hsinchu City launches new "Carry on!" brand identity, symbolizing wind and water

Hsinchu City Hall has unveiled a new brand visual identity, "Carry on!", designed to invigorize the city's image and promote its unique characteristics. The new branding, which cost NT$1.2 million (approximately $37,000 USD), incorporates geometric patterns representing the Touqian, Keya, and Yangang rivers, symbolizing the flow of wind and water through Hsinchu.

The "Carry on!" identity embodies the spirit of "moving forward, sustainable development, and never giving up." Its core concept draws from Hsinchu's urban memory, focusing on the "texture of the wind" and the "nurturing power of water." The design features three wavy lines, derived from the geometric curves of the rivers that traverse the land, evoking the dynamic interplay of the region's famous "Nine Descending Winds" and the life-giving waters.

Visually, the design uses gradient colors to represent the city's transition. The left side features a "clear blue" reminiscent of the coastal salt air along the 17-kilometer coastline, while the right side boasts a "vibrant yellow" symbolizing innovation energy, the silicon chip technology for which Hsinchu is known, and the light of dawn. This color spectrum shift aims to visualize Hsinchu's urban pulse, bridging its traditional past with a digital future.

The slogan "Carry on!" conveys the youthful city's attitude of "continuing to advance" and "perseverance." The negative space within the letter "O" and a flashing symbol at the end represent "light" and "hope," suggesting that innovative sparks are constantly igniting in every corner of Hsinchu. This new brand will be applied across various city government departments and documents, and will be integrated with the city's two-year-old mascot, "Special Commissioner Pika," for city marketing initiatives.