ASLI MALAYSIA: BRAND TOOLKIT
Visual Identity Guidelines for Malaysian Tourism Print Campaign
MALAYSIA: Rich, Authentic & Exotic Malaysia is a sight to behold. Situated in between Thailand and Singapore, The Malaysian land is divided into two different parts, West Malaysia and East Malaysia. With 329,758 km2, Malaysia is federation which consists of 13 states and 3 federal territories. Apart from the diversities of its culture and colorful histories, Malaysia possesses numerous unique, exotic and authentic wonders of nature. With these assets that Malaysia has, it is a treasure that must be experienced.
Purely Malaysia
RICH. AUTHENTIC. EXOTIC
CONTENT ASLI MALAYSIA The Brand Origin The Personality The Strategy The BRAND TOOLKIT Logo Color Typography Photography Style Supporting Graphics Layout The CAMPAIGN EPISODES
ASLI MALAYSIA The BRAND ORIGIN The PERSONALITY The STRATEGY
ASLI MALAYSIA
The BRAND ORIGIN
ASLI MALAYSIA is the new Malaysian tourism campaign that promotes the richness, exoticness, and authenticity of Malaysia to the world. The word “ASLI” is taken because its meaning that symbolizes authenticity, purity and originality. Thus, this campaign, ASLI MALAYSIA is associated with promoting the purity and authenticity of MALAYSIA. With the tagline, “Rich. Authentic. Exotic.”, it strengthens the campaign in promoting the divine and heavenly treasures that Malaysia has. This campaign is targeted to all people to witness and experience the richness of Malaysian culture, exoticness of its treasures and authenticity of its natural wonders.
ASLI MALAYSIA
The PERSONALITY
ASLI MALAYSIA adapted the following values in promoting the richness, authenticity and exoticness of Malaysia: FRIENDLY
Favorable, Warm, Comforting, Informal, Not Hostile, Welcoming, Outgoing, Matey, Buddybuddy
ROMANTIC
Colorful, Dreamy, Exotic, Fanciful, Nostalgic, Charming, Sentimental, Aphrodisiac, Attractive Striking
RELAXED
Carefree, Casual, Composal Flexible, Mild, Natural Serene, Tranquil, Debonair, Easy-going
AUTHENTIC
Bona fide, Factual, Original, Pure
ASLI MALAYSIA
The STRATEGY
ASLI MALAYSIA campaign focuses the following areas to promote Malaysia at its best to the world: SPIRIT OF THE PEOPLE
Political, Economic Systems, Multiethnic, Race, Attitude, Emotions, Friendliness, Uniqueness & Social Institutions
SPIRIT OF THE PLACE
Infrastructure, Geography, Tourist Attraction Places, Natural Resources & Local Products
CULTURE
Religion, Beliefs, Traditions, Festivals, Events & Language
HISTORY
Iconic/Historical Landmarks, Famous Person, Icons, Legends, Myths
THE BRAND TOOLKIT LOGO COLOR TYPOGRAPHY PHOTOGRAPHY STYLE SUPPORTING GRAPHICS LAYOUT
LOGO
The ASLI MALAYSIA Campaign logo is inspired from Songket, one of the Malaysia’s treasured heritage. The symbol in the logo taken from one of the patterns in Songket that represent the divine authenticity of Malaysian culture. The addition of a human touch that brings closeness and warmth is in the typographic style of the word ‘Asli’ that is used to express the friendliness of Malaysians in welcoming and embracing people to experience Malaysia first hand. The different shades of gold is used to represent the richness of Malaysia from its people and also its places.
M
M
M
M
The white space required for the placement of the logo is equals to the size of the capital ‘M’ from the word Malaysia at all sides of the logo. WIDTH 30.203mm
HEIGHT 20.552mm
The minimum usage size for the logo to ensure its readability and legibility is 20.552mm (height) x 30.203mm (width).
COLOR
TYPOGRAPHY FUTURA MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 OPTIMA REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Satisf y ABCDEFGHIJKL M N O PQ RSTU VWX YZ abcdef g hijk lmn op q rstuvwxyz 12 34 5 678 90
PHOTOGRAPHY STYLE The photography styles for the ASLI Malaysia Campaign are: MAJESTIC
The images captured the authenticity, richness and exoticness of Malaysia
DIRECT
The images captured must be direct and straightforward
PURE
The images must have the purity tone conveyed either direct or indirectly.
SUPPORTING GRAPHICS The supporting graphics are only to be used as enhancers to strengthen the messages conveyed in the advertisements for the ASLI Malaysia Campaign. Other images or vector-based graphics are allowed to be used in this campaign with the purpose mentioned above.
LAYOUT TITLE
The richness a nd a uthenticityi n Malaysian history and culturea re not j ust within our people.They are also e mbedded within our landmarks. Our landmarksare unique and one of a kind. They a re our w itness to our p ast, p resent & future. They are Malaysia’s real storytellers . That’s Malaysia. RICH.AUTHENTIC. EXOTIC.
TITLE The richness a nd a uthenticityi n Malaysian history and culturea re not j ust within our people.They are also e mbedded within our landmarks. Our landmarksare unique and one of a kind. They a re our w itness to our p ast, p resent & future. They are Malaysia’s real storytellers . That’s Malaysia. RICH.AUTHENTIC. EXOTIC.
TAGLINE LOGO
TAGLINE LOGO
LOGO
LOGO
With numerous unique and divine treasures Malaysia has to offer, the ASLI Malaysia Campaign is set to have four exotic series of advertisements to showcase to the whole world Malaysia’s precious treasures.
THE CAMPAIGN EPISODES SERIES 1: DID YOU KNOW? Malaysia’s Facts & Figures SERIES 2: ICONIC LANDMARKS OF MALAYSIA SERIES 3: MALAYSIA’s RELIGIOUS MONUMENTS SERIES 4: NATURAL WONDERS OF MALAYSIA
SERIES 1: DID YOU KNOW?
Malaysia’s Facts & Figures
This series is a teaser-based advertisement that provides interesting and inspiring facts & figures about Malaysia. From Malaysian culture to its natural wonders, this series will adapt the strategy of promoting the spirit of the people and spirit of the place that combines with the values of friendliness and relaxed.
SERIES 2: ICONIC LANDMARKS OF MALAYSIA This series is created with prior to promote the iconic and historical landmarks in Malaysia. With our colorful and diverse history and also culture, this series promotes Malaysia’s majestic landmarks. With the strategy of promoting Malaysian history and the spirit of the places in Malaysia, this series conveys the values of authenticity and purity of Malaysia through its landmarks.
SERIES 3: MALAYSIA’s RELIGIOUS MONUMENTS Malaysia is famously known for its diversity in culture and ethnics. Hence, to celebrate this uniqueness, a series is created to show others our beautiful and diverse culture. By adapting the spirit of the people and culture as the strategy and also a combination of authenticity and romance its values, this series is set to show to the world the uniqueness of the Malaysian culture.
SERIES 4: NATURAL WONDERS OF MALAYSIA Malaysia is one of the richest, most exotic and most authentic land with numerous wonders of nature.From its beautiful terrain of mountains, to its underwater heavens, Malaysia’s natural treasure is untouched, pure and uniquely divine. Targeted to nature-lovers, this series combines the strategy of the spirit of the place and authenticity and romance as the series’ values, this series showcases the divine beauty of Malaysia’s natural environment.
Purely Malaysia
RICH. AUTHENTIC. EXOTIC