Thailand Unveils Logo, Mascot and Slogan for SEA Games 2025 Embracing ‘Contemporary Thai Identity’
Brand identity concept reflects Thailand’s vision of disciplined sport, regional unity and cultural modernity for the 33rd Southeast Asian Games
Thailand has unveiled the official logo, mascot and slogan for the 33rd Southeast Asian Games (SEA Games) to be held from 9 to 20 December 2025 across Bangkok, Chonburi and Songkhla.
The design package, created by TNOP Design under the leadership of founder Tnop Wangsillapakun, is based on the theme “Contemporary Thai Identity.”
The logo is built on the concept “Play by the Rules”, drawing on the curved lines of running tracks and field boundaries to reflect sports discipline, fairness and order.
Hidden within the design are traditional Thai architectural motifs – the triple-tiered “Jua Sam Yod” gable – and the flame of a torch, symbolising perseverance and the quest for excellence.
The mascot lineup is known as “The Sans”, derived from the Thai word sān meaning “to weave”, symbolising the weaving together of friendship across the 11 ASEAN nations.
Initially represented by five colourful characters – green, blue, pink, yellow and red – each geometric form took inspiration from Thai textile patterns and modern culture, representing unity in diversity.
As of October 2025 the design has been refined into a single figure for the SEA Games, featuring the red-white-blue colours of the Thai national flag, while the original five still appear in merchandising.
The official slogan is “Ever Forward”, a phrase chosen to capture both athletic ambition and the spirit of regional cooperation that Thailand seeks to highlight as host.
It complements Thailand’s bid to present a seamless union of tradition and modernity.
The visual identity is part of a wider strategy by Thailand to showcase its soft-power credentials and position the Games as a platform for innovation in sport, culture and tourism.
Officials say the identity elements will be used across venue branding, digital platforms, ticketing and merchandising.
Thailand has hosted the SEA Games six times previously; the 2025 edition marks the seventh and the combination of Bangkok, Chonburi and Songkhla represents an innovative multi-city model.
With the logo and mascot now finalised, the organising committee plans to ramp up global marketing and licensing campaigns ahead of the Games’ December opening.
The next key milestone is the release of official merchandise and the launch of the torch-relay route, which the organisers say will travel through all three host provinces along with hundreds of community-events promoting sport participation and cultural exchange.
The design package, created by TNOP Design under the leadership of founder Tnop Wangsillapakun, is based on the theme “Contemporary Thai Identity.”
The logo is built on the concept “Play by the Rules”, drawing on the curved lines of running tracks and field boundaries to reflect sports discipline, fairness and order.
Hidden within the design are traditional Thai architectural motifs – the triple-tiered “Jua Sam Yod” gable – and the flame of a torch, symbolising perseverance and the quest for excellence.
The mascot lineup is known as “The Sans”, derived from the Thai word sān meaning “to weave”, symbolising the weaving together of friendship across the 11 ASEAN nations.
Initially represented by five colourful characters – green, blue, pink, yellow and red – each geometric form took inspiration from Thai textile patterns and modern culture, representing unity in diversity.
As of October 2025 the design has been refined into a single figure for the SEA Games, featuring the red-white-blue colours of the Thai national flag, while the original five still appear in merchandising.
The official slogan is “Ever Forward”, a phrase chosen to capture both athletic ambition and the spirit of regional cooperation that Thailand seeks to highlight as host.
It complements Thailand’s bid to present a seamless union of tradition and modernity.
The visual identity is part of a wider strategy by Thailand to showcase its soft-power credentials and position the Games as a platform for innovation in sport, culture and tourism.
Officials say the identity elements will be used across venue branding, digital platforms, ticketing and merchandising.
Thailand has hosted the SEA Games six times previously; the 2025 edition marks the seventh and the combination of Bangkok, Chonburi and Songkhla represents an innovative multi-city model.
With the logo and mascot now finalised, the organising committee plans to ramp up global marketing and licensing campaigns ahead of the Games’ December opening.
The next key milestone is the release of official merchandise and the launch of the torch-relay route, which the organisers say will travel through all three host provinces along with hundreds of community-events promoting sport participation and cultural exchange.
