Abstract

This research investigates how multimodality is applied in logos to build a heritage brand identity for Chinese destinations. As a historical country, China is known for its huge reserves of cultural and natural heritage, which ideally offers abundant resources for developing its tourism industry. These can be taken advantage of in branding its destinations. Kress and van Leeuwen’s Visual Grammar was adopted in this study to conduct a qualitative analysis of the images and words of destination logos collected from 34 provincial-level administrative regions in China. The findings indicate that pictorial and written elements are skillfully used in the logos through the manifestation of heritage, capturing features that convey significant connotations to promote a positive brand identity of the Chinese destinations. This research adds to the existing literature on destination branding through heritage commodification by embodying evocative multimodal features in destination logos, as well as promoting the semiotic approach as an effective tool in constructing the heritage brand identity of Chinese destinations.