City branding Chiang Mai is a culturally and historically fascinating city located in Northern Thailand. The city required a re-branding of its identity, with the goal to create a distinct and vivid look to attract tourists and to represent the city’s strong ethnic characteristics. The primary logo is a design based on the lotus flower which plays an important role in many aspects of the everyday life of the Thai people. In addition, the lotus icon is symbolically combined with the chosen colour, a purple to gold gradient to represent royalty, mystery, wisdom and power. This also ties the logo to the city’s history of being the ancient capital of the Lanna Kingdom, known as a place of distinct beauty that has its own cultural heritage. The elements used in the branding are all based on various flowers, because every year the famous Flower Festival will take place on the first weekend of February in Chiang Mai, and it is one of the most important festivals celebrated in the city.