The aim of this design is to create a set of branding identity for Xinjiang Tourism Administration, promoting its local culture. The challenge is to come up with a readable typeface design that is also understandable by foreigners. The spearhead of the identity - Xinjiang tourism logo was inspired by the most recognizable Xinjiang culture element - dance. the logo was designed based on the graceful dance movement. The entire identity was based on the using Chinese typeface to reflect the key elements of the city: transportation, food, architecture, culture and landscape.