Jin Feng Ting is a restaurant which has been in Taipei for more than 40 years of history. It is quite distinctive for its traditional properties and flavors. Its name "Jin Feng" means golden Chinese phoenix, phoenix is the symbol of auspiciousness in Chinese culture. The restaurant is also decorated with oriental design flourishes. 

The restaurant need to build a distinctive brand image to attract more people. The new brand not only keeps the tradition of zone culture, but also shows the sense of modernness. 

標誌以“鳳”為主體形象，“鳳”在中國文化中寓意吉祥。“鳳色赤，五行屬火，是南方七宿朱雀之象”。“朱雀”，也叫“火鳳凰”，是中國傳統文化中的四大神獸之一。標誌採用自漢代起盛行的四神瓦當圖案風格，以中國傳統建築的重要構件瓦當來體現金鳳廳具有歷史感的場域特性以及多年來對傳統的堅持與革新。

標誌同時結合中式點心最基本的食材造型，暗示品牌的餐飲性質，表達健康自然的餐飲理念。

The logo incorporates the basic ingredient of Chinese dim sum and eaves tiles, which are the important components of Chinese traditional architecture. "Suzaku"("朱雀"), or "Fire Phoenix", is one of the four sacred animals in China, it has been carved in eaves tiles since Han dynasty. It implies that the Jin Feng Ting restaurant, a historic place, has made decades of efforts to inherit and innovate tradition.