20 Years of Chaska Tours: A New Logo that Reflects Our Values

Twenty years ago, Chaska Tours embarked on a journey that goes far beyond geographical discoveries. Chaska Tours was founded as a provider of conscious tourism — connected to Colombia’s landscapes, cultures, and paths . From the beginning, a unique way of traveling has been at the heart of what we do: closer, more authentic, and more connected to the land . For our 20th anniversary, we paused and, together as a team, explored our identity anew. Out of this deep process of self-discovery, a new logo was born — one that makes our story, values, and philosophy visible.

A Logo from the Team, for the Anniversary

The development of our logo was a creative collective process. The entire Chaska team contributed its perspectives and ideas — fittingly so, because closeness and authenticity are among our core values. Together we reflected: What does Chaska Tours stand for after two decades? What do we want to express visually? Step by step, a logo emerged that truly contains a piece of each of us.

Symbolism: Morning Star, Frailejón, Rivers, and Paths

Every detail of our new logo tells a story.

Chaska means “morning star” in the Quechua language — a symbol of guidance and connection . That’s why we chose a star-shaped design, meant to serve as a guide and point of orientation .

At the center of the emblem blooms a stylized Frailejón — an endemic plant of Colombia’s páramo highlands. The Frailejón represents resilient life in the Andes : despite harsh conditions, it thrives at great altitudes and even contributes to the water cycle. Frailejones absorb moisture from the mist and gradually release it, feeding streams and rivers; their remarkable endurance against extreme environments makes them a symbol of strength and perseverance .

The curved paths and flowing lines surrounding the Frailejón — inspired by rivers like the Río Magdalena, Colombia’s lifeline — symbolize the journeys we take. They serve as a metaphor for conscious, meaningful travel, the kind of experience that defines Chaska Tours . Every path and river in the logo reminds us that travel, to us, means far more than moving from A to B: it’s a journey of connection, learning, and purpose.

Authentic, Close to Nature, and Culturally Rich — A Logo as a Mirror of Our Values

Our new logo unites authenticity, closeness to nature, and cultural diversity. These qualities are reflected in every element — from the morning star symbolizing guidance and trust, to the Frailejón representing connection with nature and resilience. The logo thus becomes an expression of what Chaska Tours has always stood for. Our brand values — approachable, natural, expressive, honest, and adaptable — come to life in this design.

As we close this anniversary year, we look ahead with a fresh visual identity. The new logo is more than a graphic mark; it’s our promise for the future. It reminds us to choose the right path at every step and invites our guests to be inspired and guided by our morning star on future journeys. Together, we move forward — with a symbol that carries within it the essence of 20 years of Chaska Tours.