In synch with Forward Enterprise Group's mission of providing "sincere, practical, reliable, and high-quality service" to our customers, Forward HotelTaipei is the group's newest hotel catered toward business travelers. To separate itself from the rest, the "swallow" is the main concept of Forward Hotel Taipei. The swallow's wings are the key motif of the hotel logo to give guests a more animated and lasting impression, a metaphor of how business travelers can begin their journey with hope. The letter "F" is incorporated in the logo so that our guests can easily associate the group name with the logo and to further differentiate ourselves from other business hotels in the region. The English hotel logo uses modern lines and proportion in its design and incorporates the letters “A” and “O” to symbolize “Grade-A Service” and “Well-Rounded Service.” Hopefully the hotel can help bring success to its guests!