DESIGN
Logo System
The Chiru logo features a custom serif wordmark with a variable “i” — its dot transforms across contexts to reflect Chiru’s all-inclusive nature and the dynamic experiences it offers. Sometimes it's a location pin, other times a leaf, paw, or person, symbolizing the diversity of activities and human warmth Chiru brings to every journey. This flexible identity system reflects the brand’s spirit of exploration, friendliness, and personal connection.
Color Palette
Chiru’s visual identity is anchored in a bold and optimistic yellow (#FEDC00) — a color that conveys energy, warmth, and a sense of adventure. It is paired with black and white as supporting tones to enhance legibility and create strong contrast.This three-color system is consistent, highly adaptable across formats, and allows photography and graphic elements to shine equally.
Visual Style
Chiru’s key visual approach is the fusion of geometry and photography. Using the five letters in "Chiru" as scalable frame masks, each visual becomes a symbolic window that captures moments of travel — like looking through a viewfinder. These frames adapt responsively to different formats, from posters to billboards, and always maintain a sense of direction and openness.Inside these masks, rich travel imagery is paired with human touches like hand-drawn marks, coordinates, or site stamps, echoing the feel of a travel journal. This makes every visual both informative and emotionally resonant.
Graphic Elements & Signage System
Chiru also introduces a playful on-site signage system designed for photo spots and landmark directions. Using rough-edged icons, arrows, and elevation markers, these graphics communicate distance and orientation in a way that’s both functional and charming — perfect for Chiru partner locations.This system is designed to feel tactile and handmade, enhancing the emotional connection between travelers and place.