City Branding

My City,

“Bandung Emerging Creative City“

a presentation for IED Barcelona Master of Design Management

by Faisal Rachmat

Bandung in the old days Identity of place is important to give character, detail and impression that would differentiate the uniqueness and standard of cities everywhere in the world.

Bandung, Indonesia, formerly known as Bandung, Paris van Java, or Bandung, the flower city. The image pop-up from physical attributes from the environment itself, with a lot of garden and flower everywhere in every city corner, and similarity of atmosphere to city of Paris in the old days, fulled with freshness in the air. The nickname itself was given during the invasion to Indonesia by the Foreigner.

Top: http://dioprasetyo26.files.wordpress.com/2008/11/bandung1.jpg Bottom: http://pub.mahawarman.net/bandoeng-jaman-doeloe/Bandung%20-%20Jalan%20Braga%20(Toko%20Luijks).jpg

Present; the City Atmosphere Half century forward, the city of Bandung has changed. With the supporting environment of finest university in Indonesia, ITB (Bandung Institute of Technology) and Padjajaran University, the creative movement is unstoppable spreading the idealism, ideology, and principle throughout so many different disciplines and platform. From fashion to music, design to architect, producer to consumer, Bandung has becoming the source of all creativity in Indonesia with the support of wide perspective, multi talented people and fresh atmosphere all around.

In a new context of civilization, is a civilization based on idea or creativity. Public places that give so much positive

The Creative Idea

impact are mostly forgotten. Although it can’t be denied that most of great idea who revolute the world, give birth in public places who can give so much inspiration, ideas and perspectives.

Indonesia and Bandung as specific city, has a great potential to become outstanding in the crowd, and all of that purpose could only be achieve if the people move together and form a civil society. To empower all creative aspects in Bandung, therefore a legitimate institution were formed with the name of BCCF, Bandung Creative City Forum. The task of the BCCF is to embrace all the potential in creativity, to gather all different creative point of view,

The Initiation

a place for cross aspiration and inspiration within creative communities, to make Bandung as the emerging creative city in Asia.

City Branding To give Bandung the soul of the emerging creative city, a brand was needed. Several designers were collaborated and join together to create a distinguished brand represent all the idea within. Throughout the process, sketches and discussion were thrown out, designers, architect, cultural expert are sharing their mind and ideas. Soon the core branding of Bandung creative city is revealed. The idea was developed from the city of Bandung, as a place and how to state place in written address for website. In the usual way, when we type website address, the last word of the address represent the location of the address we want to go.

For example: www.indonesia.go.id = .id for Indonesia,

www.singapore.com.sg = .sg for singapore,

www.unitedkingdom.co.uk = .uk for united kingdom and many more.

For Bandung, we decided to shorten the word for easy to memorize, Bandung = bdg. Then we added the dot in front of the bdg word for location.

These .bdg term combine with all aspects of creativity such as education.bdg, tourism.bdg, design.bdg, architecture.bdg.

The first event held under the brand of .bdg, (emerging creative city) was placed on the helarfest 2008. Helarfest derived from Sundanese word.

Helar mean to show, to promote all of the creativity owned by the city of Bandung. All promotion item represent all new look of the city of Bandung.

Few of monument and installation were built to promote new premise of an old town that emerge as one of creative cities in the world. Appreciation of local communities was high to the city brand, helarfest becoming annual event held to celebrate creative festive in Bandung.

The Practice In 2008, some of creative individuals and communities in Bandung held together a self-sponsored event called Helarfest 2008 for almost three month with tens of separated event spreads all over the city, initiated to provoke the rising of creative atmosphere.

During this event, participants from all over Bandung are welcomed to show their creativity, both for profit or non-profit exhibition, modern and traditional are collaborated resulting a new media experiences. The event itself turn out successful and all of the participant were satisfy.

BANDUNG 2008

Summary The aim of the projects is to build awareness and secure branding system that can be applied to every aspects in modern design implementation.

How city branding becoming the soul that can give the unique character resemble in visual and strategic campaign. From each and every event to personal identity of the citizen of Bandung. Not just the logo, but how the identity could raise appreciation and empathy to the city, through the branding system and introduce it to the the world with creative values and applied design thinking from what the city inherit.

My name is Faisal Rachmat, I am a graphic designer born and reside in Bandung, my birthplace. It is always be my concern to see the city lived and grow among the globalization. To give an opportunity to everyone to express their creativity, idealism through different perspectives. Bandung is inhabitant by various culture, race, religion, idealism. We are living here together with harmony and mutual understanding each other.

The city has giving me so much, and now is the time for me to give support to the city with my ability through design thinking and graphic experiences to create city branding system in collaboration with design thinking. I am one of the selected designer who worked for the city identity and helarfest event in 2008 and 2009.

Thank you