China News Links Travel and Tourism Industry

Sichuan tells travelers: 'More than just pandas!'

Paul Heymont 6/24/151:00 PM

Sometimes it's hard for a place or a company to shake an image, and sometimes the best strategy is to just embrace it. That's what China's Sichuan province has done in its new logo for international tourism.

Since Sichuan, for most people, brings up two images: spicy food and pandas—they've been blended into the new logo above, which the Tourism Administration of Sichuan Province says shows "Sichuan's featured elements: nature, culture, history, scenery and delicious cuisine." (Sadly, some of us can only see the panda in the logo. More insightful Gumboites are invited to explain!)

The logo was the winner of a competition last year that drew 235 completed submissions. Four finalists were selected, and then, through online voting and expert appraisal, the winner was chosen.

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