Top News ASEAN tourism unveils new logo and tagline By TTG Asia / Posted on 21 January, 2022 17:02 The Association of Southeast Asian Nations (ASEAN) has revealed its new logo and tagline “A Destination For Every Dream”, which aims to capture the warmth, resilience, and sense of fun and adventure that is emblematic of the South-east Asia region and peoples. Through this new branding, ASEAN will continue to market South-east Asia as a single destination and raise awareness of the region’s diversity of offerings that travellers could rediscover once borders open up again worldwide. Designed by ASEAN member states in collaboration with its marketing agency, ELMNTL, the new logo aims to show travellers the many beautiful experiences they could enjoy in each of the ASEAN member states while highlighting the changes the region is making towards responsible tourism. The logo consists of ten “spokes,” each representing an ASEAN member state, to form the sun in a harmonious balance. The contemporary take of the sun symbolises vitality and renewal and conveys a “propelling” movement that speaks of the future-facing aspirations of South-east Asia. As well, the updated orange colour is brighter and bolder to draw people in and instil a sense of energy that travellers feel when travelling in this region. In addition, the new font in the logo and tagline is more friendly and invokes a sense of welcome to travellers to enjoy South-east Asia. Meanwhile, the new tagline “A Destination For Every Dream” embodies the concept of diversity and possibilities in travel in this region.