In the mid-1970s, Thai was expanding and needed a new corporate image. A new identity was develoepd by Landor Associates of San Francisco. The entire identity used gold, purple and magenta, and was inspired by Thai culture. An updated identity was introduced in April 2005. It had been developed with Interbrand.

The ornament consists of three main things: Firstly, it contains a magnolia blossom (indicated with the pink part), secondly we can find a stylish version of the typical Thai salutation “Wai”, if you rotate the logo 90 degrees in a clock-wise direction (only in this picture though) and as a third it represents the characteristically pitched roofs. And all that put into one with the colors of gold, standing for the temples, the purple representing the tropical orchids as well as the Thai silk’s glamor – a true piece of art!