China Airlines last week revealed the new logo for its cargo planes, using a map of Taiwan proper contained within an outsized “C” of the first letter of the word “cargo.” It has been a controversial choice, with some people saying that the design fails to adequately express the desired image of Taiwan.
When it designs the new livery for passenger aircraft, China Airlines must listen to opinion from all quarters of society, Minster of Transportation and Communications Lin Chia-lung (林佳龍) said, adding that the airline’s International Civil Aviation Organization designator is CAL, so the design must reflect that.
He also said that other airlines use acronyms as identifiers.
I have been an international tour guide for several decades, and have flown on dozens of international carriers. I offer the following three suggestions for Taiwan’s logo, as a reference for the Ministry of Transportation and Communications, the China Aviation Development Foundation and China Airlines.
First, the name China Airlines should be changed to CAL. This would allow it to avoid being confused with Air China, the national carrier of China, which makes people overseas mistakenly believe that China Airlines is China’s national carrier, not Taiwan’s.
In addition, CAL is the airline’s code, so using those letters as an abbreviation would be consistent with the airline’s name. China Airlines’ International Air Transport Association designator is CI, so the company could also use CI or CI Taiwan in its logo.
Japanese airline All Nippon Airways uses the abbreviation ANA on its aircraft, sometimes accompanied with the words “Japan” or “Inspiration of Japan.”
The Netherlands’ flag carrier is Koninklijke Luchtvaart Maatschappij, and it uses the initials KLM, whereas German airline Deutsche Lufthansa simply uses Lufthansa.
Second, the word Taiwan could be included in the name, such as by using the Tourism Bureau’s phrase “Taiwan Touch Your Heart,” or even “Taiwan Can Help.” Another option would be to incorporate the word in the airline’s name, such as “Taiwan CAL,”“CAL, Wings of Taiwan” or “Ilha Formosa CAL.”
Third, the company could use an auspicious animal of Taiwan to replace the plum blossom on the aircraft tail fin.
Australian flag carrier Qantas Airways incorporates a stylized kangaroo — an instantly recognizable image associated with Australia, in its tail fin design, conjuring up associations of reliability, safety, advanced technology and quality service — coupled with the airline’s name in capital letters and the phrase “Spirit of Australia.”
Taiwan can lay claim to a whole menagerie of auspicious animals — the leopard cat, Formosan black bear and Taiwan blue magpie would be candidates to represent the nation.
The leopard cat is a rare, protected species. The animal’s name in Hoklo (commonly known as Taiwanese) sounds like the Mandarin word for “blessing,” or “wishing somebody well.”
The Tourism Bureau last year invited designer Chiang Meng-chih (江孟芝) to decorate a leopard cat-themed train, and the result is extremely creative and unique.
The Formosan black bear is an endangered species found in Taiwan’s mountainous areas, and is often used by the bureau to promote tourism.
The Taiwan blue magpie was selected in an online competition for an unofficial national animal, and in 2016 China Airlines had it painted on a new Airbus A350, to symbolize the bird’s characteristics of protecting its home and of fidelity.
Any one of these auspicious animals would look very appealing emblazoned on an aircraft.
Lawrence Chien is an English and Japanese-speaking tour guide.
Translated by Paul Cooper
If social media interaction is any yardstick, India remained one of the top countries for Taiwan last year. President Tsai Ing-wen (蔡英文) has on several occasions expressed enthusiasm to strengthen cooperation with India, one of the 18 target nations in her administration’s New Southbound Policy. The past year was instrumental in fostering Taiwan-India ties and will be remembered for accelerated momentum in bilateral relations. However, most of it has been confined to civil society circles. Even though Taiwan launched its southbound policy in 2016, the potential of Taiwan-India engagement remains underutilized. It is crucial to identify what is obstructing greater momentum
In terms of the economic outlook for the semiconductor industry, Taiwan has outperformed the rest of the world for three consecutive years. This is quite rare. In addition, Taiwan has been playing an important role in the US-China technology dispute, and both want Taiwan on their side, reflecting the remaking of the nation’s semiconductor industry. Under the leadership of — above all — Taiwan Semiconductor Manufacturing Co (TSMC), the industry as a whole has shifted from a focus on capacity to a focus on quality, as companies now have to be able to provide integration of hardware and software, as well as
US President Joe Biden’s foreign policy on China and the Indo-Pacific region will have huge repercussions for Taiwan. The US Department of State in the final weeks of former US president Donald Trump’s term took several actions clearly aimed to push Biden’s foreign policy to build on Trump’s achievements. Former US secretary of state Mike Pompeo’s announcement on the final day of the Trump administration that the Chinese Communist Party (CCP) was committing “genocide and crimes against humanity” in Xinjiang was welcome, but comes far too late. The recent dropping of “self-imposed” restrictions on meetings between Taiwanese and US officials was
A full year after an outbreak of a novel coronavirus was detected in Wuhan, the Chinese government last week finally relented to international pressure and granted access to a team of scientists from the WHO to investigate the origins of the disease. However, serious questions remain about whether the team would be able to carry out its investigation, free from the meddling hand of the Chinese state: The signs do not bode well. The team was originally due to arrive at the beginning of this month; however, their visas were abruptly canceled while several of its members were already in transit.