The North Star symbolizes STARLUX’s very first, and most deeply held, internal belief.It represents founder Chang Kuo-Wei’s unwavering passion and courage toward aviation, as well as the profound influence, guidance, and expectations passed down from his father. This star, which has long guided flight paths, has become the core symbol of the brand’s spirit.

STARLUX’s visual language is derived from the sharp, aerodynamic lines of wingtip devices, refined into a unique symbol, the letter “S.” It is not merely a typographic form, but an embodiment of flight itself. It captures the posture of aircraft in motion, the curvature of diverse global routes, and the very point from which the brand takes off.

Between the two color segments that form the “S,” an infinity symbol is subtly concealed. This symbol represents an ambition without limits, as well as the brand’s unwavering original intention since its founding: to approach everything with sincerity, dedication, and an uncompromising attention to detail.

The corporate color palette is inspired by the natural gradations observed when looking down upon the earth from high altitude. All colors are grounded in the idea of illuminating the world through light, paying respect to everything it touches.

Together, these three colors portray the rhythm of a single day and reveal STARLUX’s brand character:

Earthy Gold

Bright like the morning light, symbolizing innovative vision and passionate service.

Rose Gold

Layered like the hues of sunset, expressing professionalism, refinement, and cultivated taste.

Obsidian Gray

Calm and grounded like the depth of night, representing discipline, prudence, and an uncompromising commitment to safety.

Within STARLUX’s brand language,

the North Star stands for belief, the “S” serves as the brand’s exclusive symbol, and the infinity sign represents an unchanging original intention. 

Together, these three elements form STARLUX’s vision, conviction, and purpose as it journeys across the world.