Inheriting the concept of "Sincere, Pragmatic, Steady, and Quality Requirements" of Forward Group and the swallow theme of Forward Group's visual identity, Forward Hotel Taipei takes a pair of free flying wings as the trademark concept, which is full of dynamism and visual depth. The shape of the image presents the image of the wings preparing to take off, implying the hope of the traveler taking business travel as the starting point. The trademark identification design also incorporates the prefix "F" of "Forward" in it, so as to establish the relationship between the trademark and the English name of the viewer, and increase the impression and recognition of the business travel identification.
The English trademark is designed with modern lines and proportions. At the same time, it integrates the trajectory of flying in A and O, which implies the meaning of "A-level service, successful achievement". It is hoped that the top-level service of the business hotel can bring customers the best service. Come to success! The color of the logo is specially selected to match with humanistic brown and modern gray. In addition to the calm and pragmatic appeal of a business hotel, it also does not lose the modern sense of contemporary design. By establishing a new visual identity, a new hotel culture with Fuhua at its core is formed.