"Friendly Shandong" is the most vivid and direct information transmission to Shandong tourism. Through this sign, tourists will have a beautiful imagination of the tourism situation in Shandong. "Friendly Shandong" is a cultural tourism brand and etiquette symbol, which enriches the connotation of tourism etiquette. "Friendly Shandong" not only embodies Guan Zhong's "people-oriented", but also embodies Confucius's thoughts of "benevolent people love" and "it's a pleasure to have friends from afar", which has become the guiding ideology of tourism etiquette. "Friendly Shandong" is not only a kind of spiritual wealth, but also can be transformed into economic effects and create immeasurable material wealth.

The language of "Friendly Shandong" is concise and to the point, which accurately refines and summarizes the vivid image and profound connotation of Shandong. The visual impact is fierce and the language is strong, which makes people catchy and unforgettable.

"Friendly Shandong" is deeply rooted in Qilu culture, which highly summarizes the moral character of Shandong people and the connotation of Qilu culture. It is an accurate expression of the soul of Shandong culture, which makes people realize the atmosphere of Qilu culture and the pride of Confucius and Mencius, and what moves them is the pride of Qilu landscape and the enthusiasm of Shandong people. "Friendly Shandong" combines many elements, including Chinese and foreign ancient and modern languages, characters and design elements. The color changes are rich, corresponding to Shandong's profound historical and cultural heritage and unique leisure and holiday charm, rich, dynamic and friendly, which constitutes a strong visual impact. With the overall image of the head of the five mountains, the shore of the sea, the hometown of Confucius and Mencius, and the state of etiquette, combined with the hospitality of "Shandong, Shandong people" and the distinctive personality of "honesty, integrity and boldness", it conveys a modern image and cultural consciousness with characteristics and internationalization. The new image full of enthusiasm and charm of "Shandong people" constitutes a strong visual memory. Through multi-angle and multi-level three-dimensional promotion and application, this image logo will form rich information transmission, enhance the social recognition of Shandong tourism image, and also call for more and stronger yearning, knowledge and exploration desire for Shandong and China culture.