Dynasty

China Airlines, Taiwan's flagship airline, has long faced challenges in reflecting Taiwan's current political situation in its brand name due to domestic and international political factors. Therefore, a completely new design strategy has been adopted for this brand redesign, including a rebranding of the identity.
We drew inspiration from the call sign used during aircraft takeoff and landing by analysing various aspects of corporate history and brand elements. The new brand name chosen is "Dynasty," while the legal corporate name remains unchanged. In English, "Dynasty" refers to a succession of rulers from the same family. Through this work, we aim to portray the evolution of China Airlines' corporate image through different eras and its connection to Taiwan's international political changes. The new image represents Taiwan's flagship airline in this new era.