Graphic Standard
M A N UA L
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A Graphic Standard Manual for Kota Tua
By Claudia Stephanie
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Ta b l e o f
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CONTENTS PHILOSOPHY
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Main Concept Anatomy of the Logo
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LOGO DESIGN Kota Tua Batavia Gereja Sion Pelabuhan Sunda Kelapa Kantor Pos Museum Bank Indonesia Museum Keramik & Seni Rupa Cafe Batavia Stasiun Kota Jakarta Museum Bahari Museum Fatahillah Museum Wayang
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LOGO RULES What is Allowed? What is Not Allowed? Minimum Free Space Minimum & Maximum Size
APPLICATIONS Billboards Postcards Bookmarks Journals Tote Bag Mugs
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66 68 82 94 106 114 122
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PHILOSOPHY
Main 8
CONCEPT
The main idea of the design is to represent the heritage Indonesia has dating back to the time the Dutch spread their culture in this country. As the Dutch has a very different culture, and as they have been in Indonesia for the past three centuries, Indonesian culture also has a major influence from these people, one of the prominent examples being Kota Tua itself.
From this, the design of the logo follows the trademarks of what the Dutch have left in Indonesian cultural sites. Kota Tua is a very unique site in Jakarta because of the influence the Dutch have on it. This culture should be reserved by revitalizing Kota Tua and its beauty. The colors used in the design are also colors of spices that were traded in the era of the VOC Company. 9
Anatomy of the
LOGO
Dutch-Baroque style is known to have a very symmetrical style in their design, especially in the ornamental borders used to surround the main illustration, picture or icons used in many of their old artworks. Therefore, the main logo of Kota Tua is also symmetrical in its design to follow this old style. The ornamental border that surrounds the logo follows a 1700s design with castor-oil plant (tanaman jarak) leaves, following the Dutch architecture style of Kota Tua inside the border. Compared to the other sub logos that has the logo outside the border, the main logo has the border surrounding Kota Tua to serve as an “entrance” to the city itself. The main logo alongside the other sub logos uses spice colors such as nutmeg, cinnamon and pepper seeds in a monochrome tone to represent the start of Kota Tua’s significant history in Indonesia as it was once a trading center of spices amongst the Dutch Indie Company. The text of the logo uses only two types of fonts: Baskerville font (“KOTA TUA”) and Adobe Caslon Pro (“BATAVIA”).
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Symmetrical logo
Spice colors (nutmeg, cinammon, pepper seeds and others) in monochrome tone Ornamental border in DutchBaroque style Baskerville font (KOTA TUA) Adobe Caslon Pro (BATAVIA)
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LOGO DESIGN
Ko t a Tu a
B ATAV I A
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Kota Tua is a remainder of Oud Batavia, the first walled settlement of the Dutch in Jakarta area. The area gained importance during the 17th-19th century when it was established as the de facto capital of the Dutch East Indies. Dubbed “The Jewel of Asia” and “Queen of the East” in the 16th century by European sailors, the area was a center of commerce due to its strategic location within the spice trade industry in the archipelago. Kota Tua is also known for its Dutch architectural sites, in which these kinds of buildings are used in the logo to signify the prominent architecture style around the area. 15
Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-5 C CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: b7ad95 Pantone: P 33-11 C CMYK: 44 - 52 - 66 - 21 RGB: 128 - 104 - 83 Web: 7f6752 Pantone: P 44-16 C CMYK: 55 - 69 - 62 -53 RGB: 76 - 53 - 53 Web: 4c3535
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Reverse Colors
Grayscale Colors
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Ko t a Tu a
G E R E JA S I O N
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Gereja Sion (also known as Zion Church as referred by the Dutch) is known to be the oldest church that is still used for masses in Indonesia. This church was built by the Portuguese in 1695. The mimbar is one of the unique elements of this church as it represents a Dutch-Baroque style of interior design, which is why the canopy of the mimbar is used as the main element of the logo to symbolize Gereja Sion.
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Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 23-3 C CMYK: 22 - 26 - 37 - 0 RGB: 201 - 182 -159 Web: c8b59f Pantone: P 44-16 C CMYK: 55 - 69 - 62 -53 RGB: 76 - 53 - 53 Web: 4c3535
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Reverse Colors
Grayscale Colors
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Pe l a b u h a n
S U N DA K E L A PA
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Sunda Kelapa (Sundanese: Sunda Kalapa) is the old port of Jakarta located on the estuarine of Ciliwung River. Although it is now only a minor port, Jakarta had its origins in Sunda Kelapa and it played a significant role in the city’s development. Today the old port only accommodate pinisi, a traditional two masted wooden sailing ship serving inter-island freight service in the archipelago, in which these ships are used in the logo to represent Pelabuhan Sunda Kelapa.
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Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-5 C CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: b7ad95 Pantone: P 33-11 C CMYK: 44 - 52 - 66 - 21 RGB: 128 - 104 - 83 Web: 7f6752 Pantone: P 33-14 C CMYK: 49 - 58 - 69 - 34 RGB: 105 - 83 - 67 Web: 685242
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Reverse Colors
Grayscale Colors
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Pe l a y a n a n
K A N TO R P O S
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Jakarta Postal Service (Kantor Pos Jakarta) is located in Kota Tua, Jakarta. Postal service in colonial Dutch East Indies was provided by the Post- Telegraaf- en Telefoondienst, established in 1906. It became a state-owned company in 1961 and a government decree came into effect on 6 June 1995 to create the current Pos Indonesia. The logo consists of two parchments and two letters, with a vintage mail box in between these elements.
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Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-5 C CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: b7ad95 Pantone: P 13-10 U CMYK: 44 - 44 - 62 - 13 RGB: 138 - 124 - 99 Web: 897c62 Pantone: P 33-11 C CMYK: 44 - 52 - 66 - 21 RGB: 128 - 104 - 83 Web: 7f6752
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Reverse Colors
Grayscale Colors
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Museum
BANK INDONESIA
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Bank Indonesia Museum (Museum Bank Indonesia) is officially founded by Bank Indonesia and was opened on 21 July 2009. The museum is housed in a heritage building in Jakarta Old Town previously the first headquarters of the De Javasche bank, the central bank of Dutch East Indies.The old safety box with ornamental borders is used to symbolize the standing of the bank since the 1953s along with the gold bars behind the safety box.
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Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-3 U CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: c8beaa Pantone: P 13-3 U CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: c8beaa Pantone: P 13-10 U CMYK: 44 - 44 - 62 - 13 RGB: 138 - 124 - 99 Web: 897c62
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Reverse Colors
Grayscale Colors
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Museum KERAMIK & SENI RUPA
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The Museum of Fine Arts and Ceramics (Museum Seni Rupa dan Keramik) is a museum in Jakarta, Indonesia. The building of the Fine Art and Ceramic Museum was completed on January 12, 1870, and was used as the Court of Justice. The museum is dedicated especially to the display of traditional fine art and ceramics of Indonesia. Thus, the frame and brushes behind the vase of the logo represents what this museum has to show to its visitors.
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Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-5 C CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: b7ad95 Pantone: P 13-10 U CMYK: 44 - 44 - 62 - 13 RGB: 138 - 124 - 99 Web: 897c62 Pantone: P 33-16 C CMYK: 54- 61 - 70 - 47 RGB: 82 - 66 - 54 Web: 514136
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Reverse Colors
Grayscale Colors
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Cafe
BATAVIA
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Cafe Batavia was built in 1850 and was used as the VOC administration office at the time. In 1990, Paul Hassan, a French native, purchased the building and turned it into an art gallery. The building was bought by Graham James in 1991 and decided to turn it into a cafe, namely Cafe Batavia. A renovation was done to turn the building into a cafe, and the cafe opened in 1993. The cafe features a stage which is used for performers to entertain the customers. A cello is fixed on one side of the wall, which is used in the logo design as well. The cafe also serves as a bar.
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Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-5 C CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: b7ad95 Pantone: P 33-11 C CMYK: 44 - 52 - 66 - 21 RGB: 128 - 104 - 83 Web: 7f6752
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Reverse Colors
Grayscale Colors
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Stasiun
KO TA JA K A RTA
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Jakarta Kota Station is a terminal train station formerly named Batavia Zuid (or South Batavia) until the beginning of the 20th century. The station was also popularly known as the Beos Station as an abbreviation of Bataviasche Ooster Spoorweg Maatschapij (the Batavian Eastern Railway Company). The old steamempowered train is used to represent this old station standing since 1887 built by the Dutch during the time.
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Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-3 U CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: c8beaa Pantone: P 23-3 C CMYK: 22 - 26 - 37 - 0 RGB: 201 - 182 -159 Web: c8b59f Pantone: P 33-11 C CMYK: 44 - 52 - 66 - 21 RGB: 128 - 104 - 83 Web: 7f6752 Pantone: P 33-14 C CMYK: 49 - 58 - 69 - 34 RGB: 105 - 83 - 67 Web: 685242
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Pantone: P 33-16 C CMYK: 54- 61 - 70 - 47 RGB: 82 - 66 - 54 Web: 514136
Reverse Colors
Grayscale Colors
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Museum
BAHARI
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The Maritime Museum (Museum Bahari) is located in the old Sunda Kelapa harbor area in Penjaringan Administrative Village, Penjaringan Subdistrict, Jakarta, Indonesia. The museum was inaugurated inside the former Dutch East India Company warehouses. The museum focuses on the maritime history of Indonesia and the importance of the sea to the economy of present-day Indonesia. The Syahbandar tower (Menara Syahbandar) is built as a lighthouse to keep watch over nearby boats sailing at Sunda Kelapa. 47
Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-3 U CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: c8beaa Pantone: P 13-10 U CMYK: 44 - 44 - 62 - 13 RGB: 138 - 124 - 99 Web: 897c62 Pantone: P 33-11 C CMYK: 44 - 52 - 66 - 21 RGB: 128 - 104 - 83 Web: 7f6752 Pantone: P 33-14 C CMYK: 49 - 58 - 69 - 34 RGB: 105 - 83 - 67 Web: 685242
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Pantone: P 33-16 C CMYK: 54- 61 - 70 - 47 RGB: 82 - 66 - 54 Web: 514136
Reverse Colors
Grayscale Colors
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Museum
FATA H I L L A H
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Fatahillah Museum (also known as Jakarta History Museum) is located at Kota Tua Jakarta, Indonesia. The building was built in 1710 as the Stadhuis (city hall) of Batavia. It opened in 1974 and displays objects from the prehistory period of the city region, the founding of Jayakarta in 1527, and the Dutch colonization period from the 16th century until Indonesia’s Independence in 1948. An old fountain located in front of the building was used as water source for the people, thus the logo uses this fountain to represent Fatahillah Museum. 51
Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-3 U CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: c8beaa Pantone: P 13-10 U CMYK: 44 - 44 - 62 - 13 RGB: 138 - 124 - 99 Web: 897c62 Pantone: P 33-14 C CMYK: 49 - 58 - 69 - 34 RGB: 105 - 83 - 67 Web: 685242 Pantone: P 33-16 C CMYK: 54- 61 - 70 - 47 RGB: 82 - 66 - 54 Web: 514136
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Reverse Colors
Grayscale Colors
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Museum
WAYA N G
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The Wayang Museum (Museum Wayang) is a museum dedicated to Javanese wayang puppetry. The museum is located in Kota Tua, Jakarta, Indonesia. It is one of several museums and galleries facing the Fatahillah Square, which include Jakarta History Museum, Fine Art and Ceramic Museum, and Kota Post Office art gallery. The three “gunungan� in the logo is used to represent the Javanese puppetry displayed inside the gallery.
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Logo Colors Pantone: P 8-9 U CMYK: 8 - 7 - 16 - 0 RGB: 232 - 228 - 213 Web: e7e1d3 Pantone: P 13-5 C CMYK: 29 - 27 - 42 - 0 RGB: 184 - 174 - 150 Web: b7ad95 Pantone: 128 C CMYK: 4 - 14 - 82 - 0 RGB: 246 - 211 - 76 Web: f7d44b Pantone: P 33-11 C CMYK: 44 - 52 - 66 - 21 RGB: 128 - 104 - 83 Web: 7f6752 Pantone: P 33-16 C CMYK: 54- 61 - 70 - 47 RGB: 82 - 66 - 54 Web: 514136
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Reverse Colors
Grayscale Colors
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LOGO RU L E S
What is
Allowed? All Centered The main idea of the logo is that the design should be symmetrical and the text should be centered according to the image on the left. This is to preserve the main concept of the logo and the style it uses (Dutch-Baroque) which are usually designed with symmetrical elements. The text should always be below the logo and aligned center with the logo.
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Use of Text If several circumstances occur, it is allowed to remove the text of the logo as the logo itself can stand alone as an independent design and identity as shown below. This is allowed if the logo is used for several applications of design such as stamps, icons and others. However, it is recommended to keep the text with the logo and aligned center with the logo to preserve the original design of the logo as well as sublogos.
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What is
Allowed? Fonts Usage The two fonts used for the logo design are Serif fonts which includes Baskerville for the words “Kota Tua� (found in all the sub logos) and Adobe Caslon pro for the name of the logo it represents. These fonts are always to be used in any circumstances when this logo is applied in design and other projects. These two main fonts are to always be used in any situation as these two Serif fonts are part of the concept of the design itself, seeing as Caslon is an old Dutch-Baroque font.
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Baskerville font (KOTA TUA) Adobe Caslon Pro (BATAVIA)
Logo on Dark Background If the logo is to be applied on dark colored backgrounds, it would be hard to read the name of the logo. Therefore, if these circumstances occur, changing the color of the wordings in the logo is allowed as long as it follows the brightest color of the logo (P 8-9 U), which is also used for the colors of the logo’s ornamental borders. The two lines used on the left and right side of the word “Kota Tua� should also be changed accordingly if the color of the wordings are changed.
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What is Not
Allowed? Incorrect Font Usage The placements of the wordings in the logo should always follow the original design of the logo, which is below the main logo and centered (not on the left or right side of the logo itself ). It should also be noted that the fonts used should never be changed as this will distract the main concept design of the logo. Using fonts such as Sans-Serif fonts is strictly prohibited, let alone changing the fonts of the logo itself.
K O TA T U A B ATAV I A
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Changing Elements of the Logo Elements, colors and fonts of the logo should stay the same as the original design. The only element that is allowed to be changed is the color of the fonts if necessary. However, stretching horizontally or vertically is not allowed as this is not visually pleasing. The logo should remain in its original state and colors, and stretching or changing the colors of the logo will result in losing the concept design of the logo in the process of it.
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Minimum
Fr e e S p a c e When applying the logo, there should at least be 0.1 h of the horizontal width of the logo on each corner given the width of the logo is 1.1h, and the height as h. For example, if the size of the logo is 11 centimeter in width and 10 centimeter in height, there should at least be 1 cm2 space on each side of the logo to provide some distance between the logo and the background or other applied objects in the design. 1.1 h 0.1 h
h
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0.1 h
Minimum & Maximum
Logo Size
3 cm
A minimum size of 3 cm x 2.6 cm
is suggested when applying the logo in certain
2.6 cm
circumstances, where the designated object is
small enough that it requires a fairly small logo
as well. This is so that the details of the logo is still visible enough when the logo is applied in
designs or paperwork. It is not recommended to
15 cm
resize the logo smaller than this.
There are no definite maximum size of
the logo as this logo can also be applied in interior or exterior buildings, however, the recommended maximum size of the logo is 15 cm x 13 cm.
13 cm
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APPLIC AT I O N
Applications
B I L L B OA R D S Kota Tua is a fairly large cultural site that features many interesting expeditions and ancient relics that can be found in various museums. One way to advertise this is by using billboards. These billboards feature one image as the main focal point to attract audiences, and below is an inviting message for them to visit Kota Tua and its museums, cafe and other sites. The logo is featured on the right hand side of the billboard to symbolize what the billboard is trying to commercialize and what cultural site it reprents.
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Billboard
Kota Tua
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Billboard 72
Gereja Sion
Billboard
Pelabuhan Sunda Kelapa
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Billboard 74
Kantor Pos
Billboard
Museum Bank Indonesia
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Billboard 76
Museum Keramik & Seni Rupa
Billboard
Cafe Batavia
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Billboard 78
Stasiun Kota Jakarta
Billboard
Museum Bahari
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Billboard 80
Museum Fatahillah
Billboard
Museum Wayang
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Applications
P O S TC A R D S Another way to reserve Kota Tua’s uniqueness as a cultural site is to promote these sites using postcards. As postcards are still used as souvenirs and sent to family and friends in other countries, sending postcards with Kota Tua logos and its sublogos may give the receiver a spark of interest to visit these sites. A logo is placed on the bottow center of the postcard and one picture is featured in each postcard, similar to that of the billboard that commercializes each Kota Tua sites.
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Postcard
Kota Tua
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Postcard
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Gereja Sion
Postcard
Pelabuhan Sunda Kelapa
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Postcard
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Kantor Pos
Postcard
Museum Bank Indonesia
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Postcard
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Museum Keramik & Seni Rupa
Postcard
Cafe Batavia
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Postcard
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Stasiun Kota Jakarta
Postcard
Museum Bahari
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Postcard
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Museum Fatahillah
Postcard
Museum Wayang
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Applications
BOOKMARKS Books enthusiasts as well as travel enthusiasts would be intrigued to buy bookmarks that feature Kota Tua and its logos. They may be able to remember more of Kota Tua and their experience visiting these places and museums whenever they place their bookmarks in their books, journals, or other bound documents. This would be a nice souvenir for those who have a passion on reading and the such.
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Bookmark
Kota Tua
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Bookmark
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Gereja Sion
Bookmark
Pelabuhan Sunda Kelapa
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Bookmark
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Kantor Pos
Bookmark
Museum Bank Indonesia
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Bookmark
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Museum Keramik & Seni Rupa
Bookmark
Cafe Batavia
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Bookmark
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Stasiun Kota Jakarta
Bookmark
Museum Bahari
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Bookmark
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Museum Fatahillah
Bookmark
Museum Wayang
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Applications
JOURNALS These journals are empty journals where the writer could write whatever they wish as their diary, notebook, logbook or travel book. The Kota Tua logo (alongside the other sub logos) are placed at the front page of the journal. These books are convenient and can be sold in souvenir shops of Kota Tua or the likes. Those who are enthusiastic on travelling and keeping a travel log would love to purchase this book as a souvenir or simply as their personal notebook as they travel Jakarta’s and Indonesia’s cultural sites.
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Journal
Gereja Sion
Journal
Pelabuhan Sunda Kelapa
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Journal
Kantor Pos
Journal
Museum Bank Indonesia
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Journal
Museum Keramik & Seni Rupa
Journal
Cafe Batavia
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Journal
Stasiun Kota Jakarta
Journal
Museum Bahari
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Journal
Museum Fatahillah
Journal
Museum Wayang
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Applications
TO T E B AG S Tote bags are a fairly simply form of bags made out of cotton or canvas material, and it is quite durable to be brought along during travelling or simply going outdoors. The main logo of the site, Kota Tua, as well as the sub logos are placed at the middle center of the bag. The design is simple as it is also a plain white tote bag.
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Tote Bag
Kota Tua 115
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Tote Bag
Tote Bag
Gereja Sion
Pelabuhan Sunda Kelapa
Tote Bag
Tote Bagv
Kantor Pos
Museum Bank Indonesia 117
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Tote Bag
Tote Bag
Museum Keramik & Seni Rupa
Cafe Batavia
Tote Bag
Tote Bag
Stasiun Kota Jakarta
Museum Bahari 119
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Tote Bag
Tote Bag
Museum Fatahillah
Museum Wayang
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Applications
MUGS The main logo alongside the sub logos are placed in the center of the mug, and can be purchased as souvenirs. The mug only features the logo because the logo is subjected as the main focal point of the mug. The mug itself is white, to keep the logo colors stand out more than the mug, and give less distractions of the logo design.
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Mug
Kota Tua
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Mug
Mug
Gereja Sion
Pelabuhan Sunda Kelapa
Mug
Mug
Kantor Pos
Museum Bank Indonesia 125
126
Mug
Mug
Museum Keramik & Seni Rupa
Cafe Batavia
Mug
Mug
Stasiun Kota Jakarta
Museum Bahari 127
128
Mug
Mug
Museum Fatahillah
Museum Wayang
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A Graphic Standard Manual for Kota Tua
By Claudia Stephanie