wander above wonder®
WAW Cameron — elevating experiences, enriching lives
The Tagline
WAW — wander above wonder® — three words that capture the journey the moment you step aboard. Dual promise: the freedom to roam (wander) from an elevated, stress-free perspective (above) and the awe of the highland landscape (wonder).
A registered trademark of CHCC, the tagline was conceived as the project’s emotional core, promising every passenger of an ever-changing journey where the view shifts with the clock — the experience!
Gliding above misty creeks
wandering above wonder
Where nature speaks
WAW Cameron — the corporate brand, appearing on websites, media kits, signage, uniforms, gondolas, and across stations. A new golden era of Cameron Highlands!
The Wordmark
The WAW wordmark is set in the CHCC brand typeface — Inter — in its heaviest weight. Two forms exist: the full phrase mark and the abbreviation mark.
The Logo
The CHCC emblem is the corporate mark — distinct from the WAW wordmark. The logo represents the project; the tagline captures its spirit.
#c7332d
#e6b800
#1a73e8
#ffffff
Design Rationale
The Mark — An eclipsed red sun cradling a flowing cable line, forming a cable car gliding mid-sky. The silhouette echoes the wau, Malaysia’s traditional kite, rooting the mark in local identity.
Primary Colour — Red (#c7332d), anchors the brand with warmth, energy & local strawberries 🍓.
Yellow Colour — Yellow (#e6b800), the mark of the VIP cabin — exclusive, elevated, unforgettable.
When to Use Which Mark
| Context | Use | Mark |
|---|---|---|
| Official documents, letterhead, contracts | CHCC logo only | Emblem |
| Marketing, advertising, social media | CHCC logo + WAW wordmark together | Both |
| Merchandise, apparel, pins | CHCC logo preferred; wordmark if space permits | Emblem |
| Gondola wrap, station signage | CHCC logo large; WAW wordmark as supporting lockup | Both |
| Co-branded partner materials | CHCC logo only, with partner mark at equal prominence | Emblem |
| Press and editorial | CHCC logo or WAW wordmark at editor’s discretion | Either |
| Domain, email, handles | CHCC preferred; WAW not used as standalone identifier | CHCC |
| Favicon, app icon, small spaces | CHCC logo only | Emblem |
The logo and wordmark are independent registered trademarks. They may appear together or separately. When together, the logo leads — it is the project’s face. The wordmark follows as its voice.
Colour System
The WAW mark inherits the CHCC colour palette. The mark must always appear in one of the approved colourways below. No gradients. No drop shadows. No effects.
#c7332d
#e6b800
#1a73e8
#ffffff
#000000
Primary: Red (#c7332d) on light backgrounds. White on dark backgrounds.
VIP: Yellow (#e6b800) reserved for premium cabin branding and experiences.
Never: Any colour outside this palette. No tints, no opacity games.
Clear Space & Minimum Size
Both marks require breathing room. No other element — text, image, border, or edge — may enter the clear space zone. The wordmark’s clear space is measured by the height of the capital ‘W’. The logo’s clear space is measured by its full height.
| Application | Minimum Width | Notes |
|---|---|---|
| Digital (web, social) | 120 px | Never below 120 px on screen |
| Print (A4, brochure) | 40 mm | Measured across the full wordmark |
| Large format (banner, signage) | 200 mm | Proportional scaling only; never stretch |
| Merchandise (apparel, pins) | 20 mm | Embroidery minimum 15 mm with simplified detail |
| Gondola wrap | 600 mm | Must be legible from 15 m distance |
| Favicon / app icon | Use CHCC logo | WAW wordmark not suitable below 20 mm |
Permitted & Prohibited Uses
WAW and wander above wonder® are registered trademarks. The rules are simple and absolute.
✓ Permitted
- Official CHCC communications and marketing
- Press and media coverage referencing CHCC
- Partner and stakeholder materials with written approval
- Social media posts tagging @WAW.Cameron officially
- Academic or editorial use with proper attribution
- Co-branded materials under active MOU
- Merchandise produced or licensed by CHCC
✗ Prohibited
- Use on any product or service not affiliated with CHCC
- Alteration of the wordmark — no stretching, skewing, or recolouring
- Translation or transliteration without approval
- Incorporation into another logo or composite mark
- Use implying endorsement without written consent
- Registration of any domain, handle, or trademark containing WAW
- Any use that dilutes, tarnishes, or misrepresents the mark
For licensing enquiries, co-branding requests, or permission to use the WAW mark: contact CHCC.
Ownership
The CHCC logo (®) and WAW / wander above wonder® are two independent registered trademarks of the Cameron Highlands Cable Car project and its holding entity. Each mark is separately registered and independently protected. They appear together and separately across CHCC properties.
Both marks are protected under Malaysian trademark law and applicable international conventions. All rights reserved. Unauthorised use of either mark constitutes infringement and will be pursued to the fullest extent permitted by law.