Visual Identity Concept for 
the 2016 Tsai Ing-wen Presidential Campaign, 
Taiwan

This is the visual identity concept for Democratic Progressive Party candidate Tsai Ing-wen’s presidential campaign in the 2016 Taiwanese elections.

The design takes a minimalist approach, however, it is rich in meaning. This visual identity system adopts a ring of light as its main concept, with the circle inspired by the sun and various bodies or sources of light. Through overlapping uneven arcs in shades of cyan and green, the design conveys the sense of “similar and shared” ideals among different generations–being transmitted through coordination and sharing–while also representing well-rounded relationships.

The short segment of yellow on the ring’s bottom-left symbolizes a radiant focus of consensus among the people of our nation–built upon the axis of policies and ideals. To accommodate for the diverse nature of Taiwanese electoral politics, the design allows for a multitude of derivations, with its elasticity exemplified through designs related to topics such as same-sex marriage, gender issues and nuclear energy issues.

Moreover, for the standard Chinese fonts in campaign materials, the campaign team has enlisted the assistance of Arphic Technology, a local Taiwanese developer of digitized fonts. In a groundbreaking and meaningful move, brand new fonts developed by Arphic will be used throughout the campaign. 

The visual identity designed for an electoral campaign is a dynamic and organic process. Our design allows for Taiwanese society to better understand and experience the fusion between design and politics, while also reflecting the cultural and political taste of our society.

Client—Tsai, Ing-Wen Campaign Office
VI Plan—Aaron Nieh Workshop
VI Design—Even Chen & Aaron Nieh

http://giphy.com/gifs/dpp-light-up-taiwan-l3fQ75yO53E2Kki9a
Motion Graphic of VI—Rex Hon (Whitelight Motion)

Year—2015