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🇹🇼 Taiwan /Culture & Society

New Visual Identity Questioned, Academia Sinica: Not Replacing, Two Systems Running in Parallel

From Liberty Times · () Chinese

Translated from Chinese and summarized by DistantNews. Read the original for the full story.

At a glance

News Named sources Context piece
  • Taiwan's Academia Sinica is facing questions regarding a new visual identity system introduced in 2020.
  • The institution clarified that the new system, which includes updated fonts and colors, runs parallel to the original emblem and was intended to enhance visual appeal for popular science outreach and new platforms.
  • The new identity was developed to address technical issues with the traditional calligraphic font when scaled down for digital use, ensuring clarity and better visual representation.

The Academia Sinica, Taiwan's premier research institution, has recently come under scrutiny regarding a visual identity system it implemented in 2020. Legislators have raised concerns about this new branding, prompting the institution to issue clarifications.

The new visual identity was introduced six years ago in response to popular science promotion and the emergence of various paper platforms, aiming to enhance visual effects. This is also a trend among universities worldwide.

· Zeng GuoxiangDirector of Academia Sinica's Secretariat explaining the rationale behind the new visual identity.

According to Zeng Guoxiang, Director of the Academia Sinica's Secretariat, the new visual identity was not a replacement for the original emblem but rather an enhancement designed to improve visual effects for popular science promotion and the emergence of new digital platforms. The project, which cost NT$1.04 million, involved the analysis and design of the brand's basic and application systems, including elements like business cards, work permits, presentation templates, color palettes, and usage guidelines for print and online media.

Zeng explained that the traditional calligraphic font of the original emblem, created by the first president Cai Yuanpei, faces legibility issues when scaled down for digital use. Problems such as unclear characters and color blurring can occur on online platforms. The new identity system was introduced to resolve these technical challenges and ensure that the Academia Sinica's branding remains clear and effective across various media. This move aligns with a global trend among universities to update their visual presence.

The traditional calligraphy font cannot be fully presented when shrunk, and there may be color blurring issues when placed on online platforms.

· Zeng GuoxiangExplaining the technical limitations of the original emblem that necessitated the new design.

Furthermore, Zeng emphasized that the institution is now operating with two distinct visual identity systems. One system is described as more stable and traditional, reflecting its humanistic heritage, while the other is characterized as younger and more dynamic. Both systems are publicly available on the Academia Sinica's website, allowing staff to choose freely based on the specific context or application. This dual approach aims to cater to different communication needs while maintaining a cohesive institutional image.

The overall visual image optimization was carried out, not just changing the font. Currently, the two sets are running in parallel.

· Liao Jun-chiPresident of Academia Sinica clarifying the nature of the branding update.
About this summary

Originally published by Liberty Times in Chinese. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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