Medan Brand Guideline by antoniuscongg

Brand Guideline

PROLOGUE

A GUIDE TO MEDAN MARVELOUS As the third biggest city in Indonesia, Medan offers a myriad of entertainment and culinary treats that brings you across time. Our decision to cover a city rebrand reflects our visionary views on the brand concept, and Medan as an evolving city. With many treasures yet to be uncovered, Medan contains a unique charm to urban explorers seeking new experience.

CONTENTS 0. Prologue 1. ABOUT MEDAN The Hidden Gem Medan 101 Core Values Essence of Medan 2. LOGO PHILOSOPHY Primary Logo Elements Archetypes 3. LOGO TREATMENTS Logo Construction Safe Space Secondary Logo Inappropriate Treatments 4. COLOURS Colour Scheme Gradient Usage 5. GRAPHIC ELEMENTS Photo Background Typography Iconography 6. BRAND APPLICATIONS 7. Contact

THE HIDDEN GEM Being one of the few metropolitan cities in Indonesia, Medan is one of the rarely explored hub that you definitely donâ&#x20AC;&#x2122;t want to miss out! Come and see what makes Medan as marvelous as it is majestic too.

ABOUT MEDAN

MEDAN 101 Medan is the capital and largest city of the Indonesian province of North Sumatra. A regional hub and financial centre of Sumatra, it is regarded as one of the four main central cities of Indonesia, alongside Jakarta, Surabaya, and Makassar. Medan has a population of over 2.2 million within its city limits, and over 3.4 million in its built-up urban area, making it the fourth largest urban area in Indonesia. Medan is a multicultural metropolis and a busy trading city bordered by the Strait of Malacca. A gateway to the western part of Indonesia, Medan is supported by the Port of Belawan and Kualanamu International Airport,

In the 18th century, its eighth king,

both of which are connected to the

Sultan Mahmud Al Rasyid Perkasa

city centre via toll road and railway.

Alam, worked with Jacob Nienhuys, a Dutch tobacco merchant, who

The city was founded by Guru Patimpus,

pioneered the opening of tobacco

a Karonese man who named a swampy

plantations in Medan. With the help

land in confluence of Deli River and

from the 9th Sultanate Sultan Ma'mun

Babura river as Kampung Medan Putri.

Al Rasyid Perkasa Alam, and also the

ABOUT MEDAN

well-known Chinese businessmen Tjong Yong Hian and Tjong A Fie, the rapid development of the economy transformed Medan into a big trading center with the nickname het land dollar, aka the land of the money. Medan was dubbed by the Dutch as Parijs van Sumatra due to the city's resemblance to Paris. Lamudi, a worldwide real estate portal, recognized Medan as one among six cities in Asia to feature and preserve several colonial architectural sites, while accompanying its growth as a metropolitan city. Medan is also known as the "City of Million Shophouses", as the majority of the population work in the trade sector, opening shops right under their houses.

ABOUT MEDAN

CORE VALUES Dynamic Adventurous Timeless Immersive Harmony Emergence

ESSENCE OF MEDAN

SHOP SNAP SAVOUR 9

1 LOGO PHILOSOPHY

LOGO PHILOSOPHY

PRIMARY LOGO The twin icon of prosperity is chosen as a visual icon for the city. The icon itself is a cross-reference of two indigenous races in Medan Batak and Malay. Having a circular sans-serif typeface complements the circular logogram to lighten the urban mood and celebrate the dynamism of Medan. Overall, the logo symbolizes valor, humanity and timelessness.

LOGO PHILOSOPHY

ELEMENTS To further understand the significance of Medan Marvelous as a city brand, let us break down the visual elements from the logogram and elaborate its respective symbolism.

ROUNDED-EDGE RHOMBUS While a rhombus is believed to be a shape of balance, it denotes a jewellery box that encapsuls the hidden gem inside, ready to be discovered.

TWIN ICON OF PROSPERITY The icon of propserity is believed to bring luck to the bearers. Having been simplified from the Bataknese wood carving pattern, the twin icon provides a fresh look towards bravery, humility and timelessness.

THE HIDDEN GEM A visual depiction of the brand slogan, the hidden gem is often the most overlooked part. Therefore, experiencing Medan should not be only a tourist gimmick, but also an immersion towards the local lifestyle.

LOGO PHILOSOPHY

ARCHETYPES To humanize this initiative, we entail the vision and outlook of Medan as a city

Authenticity Community Gratitude Intimacy Mutual

LOVER

Curiousity Discovery Individuality Marvelous Nonconformity

EXPLORER

2 LOGO TREATMENT 17

LOGO TREATMENT

LOGO CONSTRUCTION

LOGO TREATMENT

SAFE SPACE

Give allowance space for logo at least 40% scale of the inner icon design

Minimum logo scaling (logogram + logotype) 95 mm

LOGO TREATMENT

SECONDARY LOGO LOCKUP 1. Logotype BADGES 2. Logogram + MEDAN 3. Outlined logogram SYMBOLS 4. Twin icon with gem 5. Outlined icon

Medan Marvelousâ&#x20AC;&#x2122;s secondary badges can be used as a substitute of the primary logo. The symbol and monogram can be used when the full logo is not necessary, or the type (Medan Marvelous) is displayed without logogram (prosperity icon). For example, the symbols (4 & 5) can be used as a profile picture, or favicon for digital platform to accomodate for small viewing. Another scenario would be the use of outlined logogram (2 & 3) as pattern, but not as a logo itself. A special case is applied for (1), whereby it is used as a visual guide for sub-chapter or division of the umbrella brand (Medan Marvelous).

LOGO TREATMENT

INAPPROPRIATE TREATMENTS 1. Don’t rotate the logo

We establish a few guides to make things presentable, therefore please avoid these following logo treatment of the brand.

2. Don’t reverse the order 3. Don’t insert element inside logo clear space 4. Don’t shuffle the lgoo

A few rules are necessary to maintain the brand image. Don’t compromise the overall look of the logo by rotating, skewing or distorting in any way - that includes adding unnecessary and unattractive text decorations such as drop shadow and outline. Here are some examples not to treat the logo.

5. Don’t skew the logo 6. Don’t outline the logo 7. Don’t put light colour against light background, and vice versa 8. Don’t put drop shadow 9. Don’t skew the logo

COLOURS

3 COLOURS

COLOURS

COLOUR SCHEME An integral part of the brand identity, colours reinforce the cohesiveness and psychological purpose of the entire branding system. The color palette is modified from the existing Medan coat-of-arms: having imbued the color yellow, green and red as the three main colours. Through the new color scheme, the rebranding indicates a fresh take of heritage in Medan.

The goldish yellow radiates elegantly as prime spotlight. The tosca colour, as a secondary color, is a subtle nod of the Maimoon palace an ode to modernized heritage experience. Orange and red acts as the accent colors while cream is used as background color represents camaraderie, hospitality, and wonders.

COLOURS

DARK TEAL

ORANGE CMYK 0, 72, 79, 0

CMYK 74,1,51,0

RGB 60, 120, 125

RGB 243, 108, 68

RGB 38, 182, 154

HEX #3c787d

HEX #f36c44

HEX #26b69a

MAROON

CMYK 78, 34, 45, 11

TOSCA

CMYK 29, 100, 98, 34

CREAM

CMYK 1, 0, 24, 0

YELLOW

RGB 132, 23, 26

RGB 252, 249, 206

RGB 245, 235, 20

HEX #ab1f26

HEX #fcf9ce

HEX #f5eb14

CMYK 7, 0, 97, 0

COLOURS

GRADIENT

4 GRAPHIC ELEMENTS 31

GRAPHIC ELEMENTS

TYPOGRAPHY As for the choice of fonts, we choose HK Grotesk for the headers and Cormorant Garamond as the filler, as each typeface embodies these following qualities in Medan:

solid sleek heritage

GRAPHIC ELEMENTS

HK Grotesk Bold Headline ABCD EFGHI JKLM NOPQ RSTUV WXYZ HK Grotesk Medium Subhead ABCDEF GHIJKL MNOPQR STUVWX YZ Cormorant Garamond Medium Content & Caption ABCDEFGHIJ KLMNOPQRS TUVWXYZ

18 pt / 21 pt VA -5

TYPESETTING SAMPLE

When hip meets urban 12 pt / 14 pt VA 25

9 pt / 12 pt VA 25

MUNDANE BUSTLES Hip does not mean overseas goods all the time. You can be hip and still support the local brand scene. In Medan we define our own trendy through the urban landscape and heritage elements - all juxtaposed in the crafts and goods, ready to be enjoyed

LOGO TREATMENT

PHOTO BACKGROUND There are a couple of ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type are not obstructed by the image. Since it’s easy for the icon to be obstructed by images, it’s best to use a solid cream version on top of background images.

TIPS 1. Choose photos with shallow depth-of-field 2. Avoid busy images with too much detail 3. Apply a darker transparent overlay on an image; it helps to make text more readable

GRAPHIC ELEMENTS

ICONOGRAPHY These icons are representatives of the Medan elements. In categories, each icons represents the spirit of hidden gem that Medan embodies through time.

GRAPHIC ELEMENTS

SNAP

SHOP

SAVOUR 37

GRAPHIC ELEMENTS GRAPHIC ELEMENTS

ICONOGRAPHY DISTRICT & LANDMARK These icons are representatives of the Medan elements. In categories, each icons represents the spirit of hidden gem that Medan embodies through time.

BATAK HOUSES

TAMAN MINI TAMAN MINILUMBINI LUMBINI

MAITREYA MAITREYA TEMPLE TEMPLE

TJONG A FIE MANSION TJONG A FIE MANSION

LONDON SUMUT

MAIM OON PALACE

MENARA AIR MEDAN

BATAK MUSEUM

GRAND MOSQUE

GRIYA ANNA MARIA VELANGKANNI

BRAND APPLICATIONS

5 BRAND APPLICATIONS 41

STATIONERY DESIGN

BRAND APPLICATIONS

CERTIFICATE

MEDAN REBRANDING: REPOSITION LEGACY, REINVENT EXPERIENCE

MEDAN The Hidden Gem

Due to the dynamic expansion of culinary and heritage experience, The Ministry of Tourism and Creative Economy of Indonesia have announced a new parent brand name and logo for Medan. Medan, Republic of Indonesia, Release: 2020 (For immediate Release)

The Ministry of Tourism and Creative Economy of Indonesia declares a major city rebranding of Medan to highlight its prowess for youthful travelling as an urban treasure. The rebranding reflects the diverse culture and modern outlook of the city; offering locals and travelers the “hidden gems” in Medan: shop, snap and savour. As cited from the Indonesia Minister of Tourism, Mr. Wishnutama Kusubandio, “To allow full display of the dynamic culture in Medan, we have realized the need of new marketing strategies to present ourselves in the interest of younger demographics through the feasible platforms. The city rebranding project will serve as an important milestone to manage the wide-spread interest under one name and identity. The rebranding is a major step to fulfill our future vision: to serve wholesome urban experience to both locals and travelers.” The Medan “Brand Guideline” suggests the following words should be used to describe our city: “Friendly, Authentic, Tasty, Chic, Enduring, Affordable, Exciting, Unique, Accessible, Historic, and Secure.” Presently operational as Colorful Medan, the rebranding consists of a modified brand name, Medan: The Hidden Gem, with a new face and logo to cover all of its brand names including a new comprehensive website with improved graphics and design to attract its customers and gain recognition world-wide. It is believed that by Medan under one cohesive brand name with an enduring 340-year history in culinary and heritage, we will have a considerably more powerful impact in the industry and will open our doors to national and international opportunities. Research also revealed it was more appealing to market Medan as an arrival hub. The Visitor Profile explained: “A touch of enduring heritage, an effortlessly chic shopping, and a myriad of culinary genre, Medan has its own kind of feel … not Bali, not Batam, not Jakarta or Surabaya. Not overly hipster, and still very intimate. It has its own kind of presence, unique, different, a little elegant and humanist.” Currently, there are 23 Wonderful Indonesia Tourism Office across the world. Under the Ministry of Tourism, we are proud to announce a number of upcoming projects in various Asian countries, starting from Singapore. Medan: The Hidden Gem intend to open its doors at tourists and local hubs. The cities will offer much appreciated signature touches and facilities in Wisma Atria, Orchard Road.

ABOUT MEDAN The booming city of Medan, capital of North Sumatra, is an economic hub and commercial center for the region. This is the largest city in Sumatra Island, whose long been attracting residents from all over Indonesia to come and stay here. Due to these ethnic diversities, Medan is known for scrumptious delectable culinary spots, rich with many flavors. (Source: Wonderful Indonesia Official Website)

Contact info:

Organization: Wonderful Indonesia New Brand Name: Medan: The Hidden Gem Company URL: https://www.indonesia.travel/gb/en/home Address: Sapta Pesona building, Jl. Medan Merdeka Barat No.17, RT.2/RW.3, Gambir, Central Jakarta City, Jakarta 10110, Indonesia Phone: +6221 3838899

BRAND APPLICATIONS

LANYARD

BRAND APPLICATIONS

TOTE BAG

BRAND APPLICATIONS

TILE DESIGN

BRAND APPLICATIONS

STAMP

BRAND APPLICATIONS

BANGLE

BRAND APPLICATIONS

POSTER & PRINT ART

BRAND APPLICATIONS

OUT-OF-HOME (BILLBOARD)

BRAND APPLICATIONS

OUT-OF-HOME (VERTICAL)

BRAND APPLICATIONS

INSTAGRAM

Your Medan Experience How far have you ventured in Medan?

Visited hotel night club

Worn an ulos

Visited Danau Toba

Babi Panggang Karo

SipisoPiso Waterfall

Durian Ucok Sibolang

Visited hip cafes

Kesawan Square

Tjong A Fie Mansion

Bolu Meranti

Venture wet market

Ordered Gojek motorbike

Little India

Dress like sultan at Istana Maimoon

Culinary tour at Selat Panjang

Shopping spree at plazas

Photos of

Tabona

urban murals

Curry Bee Hoon

Learn new dialect

Stroll around Merdeka Walk

Bika Ambon

Used city-airport railink

Savour Indonesian nasi padang

Martabak

Visited Kurasi Lokal

Letâ&#x20AC;&#x2122;s play Bingo! tag your friends

template by antoncong

BRAND APPLICATIONS

WEBSITE FRONT PAGE THE HIDDEN GEMS

NEWS

ABOUT

STORE

CONTACT

Unravel the hidden gem in Medan As the third biggest city in Indonesia, Medan offers a myriad of entertainment and culinary treats that brings you across time and generation.

Explore Medan

The Hidden Gems SHOP

SNAP

SAVOUR

Recount your impressions with style

Delve into broader horizon beyond sights

Immerse in a tasty venture for 24/7

CONTACT

CONTACT When in doubt, refere back to this guide or feel free to get ahold of the manager (antoniuscong@yahoo.co.id). These guidelines are fairly flexible and should allow for creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.