The Concept of Logo Design ——Wild/Survival/Voice. Jungle Voice is a new generation of televised singing competition in Taiwan; one’s voice being the only weapon, in a survival of the fitness, to bring out the best in every single contestant. The concept and design of the competition differs from the norm. Elements are taken from the claws and bone structure of the animals, vines that grow in the forest, scratches from a fight or an attack in the wild, to form 聲林之王 - the Jungle Voice title in Chinese. The forceful downward scratches and the climbing vines informed the characters 聲 (voice) and 王 (king), the polished texture likens to that of sharp canine teeth, and that cracks that reveal the gold beneath are a result of the earth shattering voices. 之 (of) has vines wrapping around the bone, whereas 王 (king) is worth its weight in gold. Every character symbolized the strength and power of the voices and the cry in a wilderness that is just waiting to be heard.