Graphic Standard Manual Rebranding & Sub brands
Graphic Standard Manual REBRANDING & SUB BRANDS
TA M A N N A S I O N A L I N D O N E S I A THE REAL WONDER OF THE WORLD
BRAND IDENTITY / 2015
MAIN CONTENTS Master Logo Sub Logos
Master logo
sub logos
concept reverse & greyscale
concept greyscale
concept
concept
philosophy color usages safe area - proportions do’s & don’ts
philosophy color usages
applications
Table of Contents introduction
03 MASTER LOGO 09
FOREWORDS introduction about Taman Nasional Indonesia & forewords about the brand identity.
11 16
CONCEPT REVERSE & GREYSCALE
SUB LOGOS BALI BARAT
35
BUNAKEN
21
KAYAN MENTARANG
37
UJUNG KULON
23
KEPULAUAN SERIBU
39
GUNUNG LEUSER
25
BENTUANG KARIMUN
41
WAKATOBI
27
KERIINCI SEBLAT
43
KOMODO
29
BARISAN SELATAN
45
WAY KAMBAS
31
LORENTZ
33
forewords Indonesia’s park & Reserves Taman National constitutes a preserved land, generally from central government, from the growth of citizens, people that destroy the environment and also from polutions. Taman National
district is categorized in ‘protected area’ by the World Conservation Union. The biggest Taman National on earth is Northeast Green land National Park, which was build in 1974
Indonesia has 45 regions that can be categorized as Taman Nasional. Other than rebranding the Taman Nasional Indonesia as a whole, itself, logos of some sections area which belong and can be categorized as Taman Nasional Indonesia are created as well.
09
GAPURA Bali’s most identic object, potraying the ‘welcome’ message
MAIN LOGO visual of the logo for Taman Nasional Indonesia
Concept Potrayal of Indonesia’s Reserves
Indonesia’s reserves, the protected area for wildlife, are trying to be potrayed. The selected entities listed below are the ones that resemble Indonesia most. The concept used in rebranding Indonesia’s Park & Reserves is to create modern logos combined with ethnic colors, as well as inviting people to feel the nature ambience through the logos.
Mountain: Gunung Leuser It has the colors that represent the nature of Indonesia the most.
Faunas: Deer, Komodo, Orang Utan Komodo is considered as the most symbolic fauna from Flores, East Nusa Tenggara. Orang Utan, although distributed throughout the world, oriented in Kalimantan.
Floras: Rafflesia Arnoldii Rafflesia is a genus of parasitic flowering plants. It contains approximately 28 species, all found in southeastern Asia, the origin of this fauna was found in Borneo and Sumatra.
12
Philosophy aesthetic & culturistic perspective One simple reason for choosing to illustrate the entities is the close association between fine illustrations and representations generally. There is still much truth to the old idea of art as representation. Conversely, there is a strong, if careless, tendency to use the word ‘art for any process of making meaningful visual images, particularly representationalones. Thus many successful illustrations can represent the real meaning behind a logo. The ambience of touching the green-green grass of home. A clear representation of great platform of Indonesia’s largest agriculture, The wooden houses are still standing, tho’ the walls are cracked and dry, and there’s that old oak tree that Indonesians used to play on. The land wrinkled on the dark grey surfaces which people step on. Saving reserve animals from extinction, picking the most adorable ones to be captured to the world to capture their hearts as well.
The element used in the box is taken from the batik.
13
COLOR USAGES pantone
C: 0 M: 0 Y: 0 K: 100 231F20
C: 69 M: 69 Y: 56 K: 58 362E35
C: 24 M: 86 Y: 100 K: 17 A73F24
C: 28 M: 18 Y: 48 K: 0 BCBD92
C: 0 M: 0 Y: 0 K: 100 231F20
C: 69 M: 63 Y: 62 K: 58 333333
C: 66 M: 59 Y: 56 K: 37 4C4C4E
C: 59 M: 50 Y: 48 K: 17 6A6B6D
C: 69 M: 69 Y: 56 K: 57 362F37
C: 49 M: 56 Y: 70 K: 33 6A5744
C: 48 M: 51 Y: 55 K: 16 806E66
C: 36 M: 39 Y: 46 K: 2 A79385
C: 3 M: 3 Y: 2 K: 0 F4F2F3
COLORS main colors & colors derivatives
14
DO’S
DON’Ts All logos, main logo and sub logos are set in
Rules & applications disortion All logos, main logo and sub logos are set in approximately same size, only differed in lengths. The logos would not be seen clearly if the user violates the following rule of smallest usage of the logo.
safe area Width: 0.4 cm Height: 0.5 cm
minimum
no r m al
Width: 3.2 cm Height: 2.5 cm Width: 4.4 cm Height: 3.4 cm
16
Greyscale & reverse to be applied under certain circumstances
Greyscale Logo Usually used during fotocopy, printing with black & whtite colors
Other cirumstances that can’t capture colors.
unless it’s urgent, usage of greyscale logo is not recommended because it lessens the ambience that are represented by the colors
Reverse Logo Used when the background color are not contrast with the colors used in the logo, results in making the logo looks unclear.
Sub Logos SELECTED RESERVES
The selected reserves are captured in many kinds/ or varieties of logos. In attempt of captuing the beauty and most identic faunas and floras found in each reserve.
The following pages describes the more detailed concepts and reasons on creating the logos, including the concept and the color usages in each logo.
sub logos visual of all sub logos for Taman Nasional Indonesia
philosophy CONCEPT Bunaken is an island of 8 km, part of the Bunaken National Marine Park. Bunaken is located at the northern tip of the island of Sulawesi, Indonesia. It belongs administratively to the municipality of Manado. It’s identic with its diving arena or underwater life.
COLOR USAGES Colors used in branding the taman nasional bunaken is taken from the pictures found in Bunaken.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 97 M: 89 Y: 37 K: 31 212D57
C: 95 M: 65 Y: 42 K: 26 0F4B64
C: 59 M: 31 Y: 28 K: 1 7196A6
bunaken national park
C: 28 M: 16 Y: 100 K: 0 BFBB2F
C: 21 M: 71 Y: 100 K: 9 BA6028
21
BUNAKEN visual of the logo for Taman Nasional Indonesia
facts about bunaken Breathtaking Underwater Life. The Bunaken National Marine Park was formally established in 1991 and is among the first of Indonesia’s growing system of marine parks. The park covers a total surface area of 89,065 hectares, 97 of which is overlain by sparkling clear, warm tropical water. The remaining 3 of the park is terrestrial, including the five islands of Bunaken, Manado Tua, Mantehage, Nain and Siladen. Although each of these islands has a special character, it is the aquatic ecosystem that attracts most naturalists.
bunaken national park
23
Greyscale & Reverse
philosophy CONCEPT Ujung Kulon National Park is located at the westernmost tip of Java, within Banten province of Indonesia. The symbolic fauna found in Ujung Kulon is its one-horned rhinoceros which is captured in the logo
COLOR USAGES Rhino’s color is based on the real life Rhino, while the mountain color is based on regular mountain color, to differ the mountain from other mountains with specific identities.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 66 M: 60 Y: 62 K: 48 41403E
C: 60 M: 53 Y: 58 K: 28 5E5C57
C: 97 M: 89 Y: 37 K: 31 212D57
ujung kulon national park
C: 92 M: 82 Y: 24 K: 9 34457C
C: 59 M: 30 Y: 28 K: 1 7098A6
25
UJUNG KULON visual of the logo for Taman Nasional Indonesia
facts about ujung kulon This national park, located in the extreme south-western tip of Java on the Sunda shelf, includes the Ujung Kulon peninsula and several offshore islands and encompasses the natural reserve of Krakatoa. In addition to its natural beauty and geological interest particularly for the study of inland volcanoes S it contains the largest remaining area of lowland rainforests in the Java plain. Several species of endangered plants and animals can be found there, the Javan rhinoceros being the most seriously under threat.
ujung kulon national park
27
Greyscale & Reverse
philosophy CONCEPT Gunung Leuser are identic with its mountains, which captures the beauty of Indonesia’s mountains and algiculture.
COLOR USAGES The colors of the mountain in the logo is taken from the real colors of the mountain in Leuser’s mountains.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 69 M: 69 Y: 56 K: 57 362F37
C: 47 M: 52 Y: 70 K: 25 77644C
C: 43 M: 32 Y: 60 K: 4 969774
gunung leuser national park
C: 28 M: 18 Y: 48 K: 0 BDBE93
C: 16 M: 1 Y: 0 K: 0 D1EBFA
29
GUNUNG LEUSER visual of the logo for Taman Nasional Indonesia
facts about gunung leuser Mount Leuser National Park, named after its highest peak, Mount Leuser (3,381 m), is one of the largest and the most diverse national parks in Indonesia, covering an area of 7,927 square kilometer in the northern tip of Sumatera, Indonesia. Embracing various ecosystems, the national park is in fact a cluster of various nature reserves and forests: Gunung Leuser Nature Reserve, Kappi Nature Reserve, Kluet Nature Reserve, Sikundur-Langkat Wildlife Reserve, Ketambe Research Station, Singkil Barat, and Dolok Sembilin.
gunung leuser national park
31
Greyscale & Reverse
philosophy CONCEPT Wakatobi’s resort is very beautiful and is considered as number one attraction in Wakatobi., that’s why it’s captured as the logo/or symbol for the reserve.
COLOR USAGES The chosen colors are based on the real life pictures found in Wakatobi.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 67 M: 56 Y: 57 K: 35 4C5150
C: 58 M: 58 Y: 65 K: 41 544B42
C: 0 M: 0 Y: 0 K: 100 231F20
wakatobi national park
C: 53 M: 28 Y: 0 K: 0 77A1D5
C: 33 M: 18 Y: 19 K: 0 ACBCC2
C: 16 M: 1 Y: 0 K: 0 D1EBFA
33
WAKATOBI visual of the logo for Taman Nasional Indonesia
facts about wakatobi Located right in the heart of the Asia-Pacific Coral Triangle, in the province of South East Sulawesi, the Wakatobi Islands offer crystal clear pristine waters and a rich bio-diverse underwater life, a true paradise for Divers, as this is one of 3 hearts in the World Coral Triangle that stretches from the Solomon Islands in the Pacific to Wakatobi, and North to the Philippines. Wakatobi alone is said to have 942 fish species and 750 coral reef species from a total of 850 of world’s collection, which, comparing with the two world’s famous diving centers, the Caribbean Sea owns only 50 species with 300 coral reef species in the Red Sea, in Egypt.
wakatobi national park
35
Greyscale & Reverse
philosophy CONCEPT Most people come to Komodo’s National Park to see its Komodo. A fauna that can only be found in Indonesia. Komodo is sometimes used in other purposes of symbolizing Indonesia, since it can’t be found elsewhere.
COLOR USAGES The Komodo is brown, just like the real Komodo, while the mountain is painted grey since many stones covered the surfaces of Komodo National Park, compared to other mountains.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 70 M: 68 Y: 64 K: 74 221E1F
C: 54 M: 56 Y: 60 K: 29 675A52
C: 59 M: 50 Y: 51 K: 19 686968
komodo national park
37
KOMODO visual of the logo for Taman Nasional Indonesia
facts about komodo Komodo is one of the 17,508 islands that compose the Republic of Indonesia. The island is particularly notable as the habitat of the Komodo dragon, the largest lizard on Earth, which is named for the island. Komodo Island has a surface area of 390 square kilometres and a human population of over two thousand. The people of the island are descendants of former convicts who were exiled to the island and who have mixed with Bugis from Sulawesi. The people are primarily adherents of Islam but there are also Christian and Hindu congregations.
komodo national park
39
Greyscale & Reverse
philosophy CONCEPT Way Kambas National Park is a national park covering 1,300 square kilometres in Lampung province, southern Sumatra, Indonesia. There’s an elephant training center located in Way Kambas, that’s the reason why an Elephant, although it’s not very identic with Indonesia, is captured in the logo.
COLOR USAGES The colors of the elephant found in Way Kambas is painted in the logo, while the grass uses the original color of most grass found in Way Kambas.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 46 M: 52 Y: 74 K: 26 BA6028
C: 88 M: 30 Y: 84 K: 19 241F28
way kambas national park
41
WAY KAMBAS visual of the logo for Taman Nasional Indonesia
facts about way kambas Officially established in 1985, the Elephant Training Center, located 9 km from the park’s Plang Ijo entrance, is an establishment aimed to protect the existence of the elephant and at the same time create mutual benefit for both the elephants and men. The training center is also a reminiscent of the time when kings or sultans ruled Sumatra, when elephants were trained and deployed in warfare and also for ceremonial purposes. Here, visitors can observe elephants perform various tasks such as transporting lumber or plowing fields. They can also perform peculiar activities such as playing football or other entertaining performances.
way kambas national park
43
Greyscale & Reverse
philosophy CONCEPT Lorentz’s Mountains are very identic with their ice surfaces, it’s differentiated with other regular logos by the color of the ice which is white. Lorentz National Park is located in the Indonesian province of Papua, formerly known as Irian Jaya. With an area of 25,056 km², it is the largest national park in South-East Asia. In 1999 Lorentz was declared a World Heritage Site by UNESCO.
COLOR USAGES The colors used in lorentz are taken from the milestones and ice surfaces.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 69 M: 69 Y: 56 K: 57 24193F
C: 64 M: 56 Y: 58 K: 35 93382F
C: 16 M: 1 Y: 0 K: 0 D1EBFA
lorentz national park
C: 0 M: 0 Y: 0 K: 0 BA603D
45
LORENTZ visual of the logo for Taman Nasional Indonesia
facts about lorentz Lorentz National Park (2.35 million ha) is the largest protected area in South-East Asia. It is the only protected area in the world to incorporate a continuous, intact transect from snowcap to tropical marine environment, including extensive lowland wetlands. Located at the meetingpoint of two colliding continental plates, the area has a complex geology with ongoing mountain formation as well as major sculpting by glaciation. The area also contains fossil sites which provide evidence of the evolution of life on New Guinea, a high level of endemism and the highest level of biodiversity in the region.
lorentz national park
47
Greyscale & Reverse
philosophy CONCEPT Taman Nasional Bali Barat is most symbolized through its fauna which is Jalak Bali Bird. The bird park has been the most well known attraction in the reserve. Jalak Bali Bird is differed from other regular bird by its eyes and the shapes of it.
COLOR USAGES The colors of the eyes of Jalak Bali bird is based on the blue of the real life picture of the bird, and the leaves are taken from regular leaves. The bird cage is drawn with the colors of the birdpark.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 97 M: 89 Y: 37 K: 31 212D57
C: 54 M: 56 Y: 59 K: 28 392028
C: 59 M: 50 Y: 51 K: 19 686968
bali barat national park
C: 88 M: 30 Y: 84 K: 19 BA6028
C: 0 M: 0 Y: 0 K: 0 BA6D93
49
BALI BARAT visual of the logo for Taman Nasional Indonesia
facts about bali barat With ca. 160 different species Bali Barat National Park is a paradise for bird-watchers. At Tegal Bunder you will find the Bali Starling Recovery Project where the PHPA is trying to reintroduce the Bali Starling, one of the most endangered species of birds of the world. The Bali starling or Rotschild’s Myna (Leucopsar rothschildi) is also the mascot of the Park.
bali barat national park
51
Greyscale & Reverse
philosophy CONCEPT Kayan Mentarang’s Neofelis nebulosa or known as clouded leopard, is the most identic fauna found in the reserve., Accorind to the reserve, it has lots of mountains, creating the cool and fresh air in the reserve.
COLOR USAGES According to the description above, I tried to capture the cool and fresh ambience through the usage of colors in the logo. While the leopard has the color of its real fauna.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 97 M: 89 Y: 37 K: 31 212D57
C: 92 M: 82 Y: 24 K: 9 34457C
C: 15 M: 12 Y: 34 K: 0 BA6028
kayan mentarang national park
C: 16 M: 1 Y: 0 K: 0 D1EBFA
C: 0 M: 0 Y: 0 K: 100 231F20
53
KAYAN MENTARANG visual of the logo for Taman Nasional Indonesia
facts about kayan mentarang Covering 1.36 million Hectare, Kayan Mentarang National Park is the largest conservation area in Kalimantan, and among the largest of its kind in Southeast Asia. The conservation status as a national park, to replace the previous status of a nature reserve, for Kayan Mentarang was formally announced by the Ministry of Forestry in 1996 -through Forestry Minister Decree No. 631 KPTS-II 1996 dated on 7 October 1996, in accordance to Act no. 5 of 1990 concerning Life Natural Resources
kayan mentarang national park
55
Greyscale & Reverse
philosophy CONCEPT The Thousand Islands are a chain of islands to the north of Jakarta’s coast. It forms the only regency of Jakarta, the capital of Indonesia. Although most people capture the reserve with its identic picture which is “Island”, it doesn’t go well with my concept, so instead, I use the corals and the fishes that’s very identic with the reserve.
COLOR USAGES Colors are taken from real life pictures of the reserve, combined with similar colors that can create color harmony because they go well with the chosen colors.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 71 M: 46 Y: 30 K: 5 BA6026
C: 53 M: 38 Y: 0 K: 0 19383
C: 68 M: 40 Y: 45 K: 10 C93702
C: 60 M: 38 Y: 100 K: 22 39B939
C: 40 M: 0 Y: 13 K: 0 20!F992
kepulauan seribu national park
C: 16 M: 1 Y: 0 K: 0 D1EBFA
C: 0 M: 0 Y: 0 K: 100 231F20
57
KEPULAUAN SERIBU visual of the logo for Taman Nasional Indonesia
facts about kepulauan seribu The Thousand Islands (Indonesian: Kepulauan Seribu) are a chain of islands to the north of Jakarta’s coast. It forms the only regency of Jakarta, the capital of Indonesia. It consists of a string of 110 islands stretching 45 km north into the Java Sea at West Jakarta Bay and in fact north of Banten Province. A decree states that 36 islands may be used for recreation. Of these 36 islands, only 13 islands are fully developed: 11 islands are homes to resorts and two islands are historic parks. Twenty-three islands are privately owned and are not open to the public. tx==he rest of the islands are either uninhabited or support a fishing village
kepulauan seribu national park
59
Greyscale & Reverse
philosophy CONCEPT Betung Kerihun National Park (previously Bentuang Karimun) is a national park in the province of West Kalimantan on the island of Borneo, Indonesia. Orientation of Orang Utan. The reserve has many green grasses and green surfaces that symbolize the algiculture in Indonesia.
COLOR USAGES For the orang utan, it’s the color that’s taken from its real color. As for the mountain is colored green, according to the description above that many plateau are covered in green.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 87 M: 44 Y: 78 K: 44 BA6028
C: 44 M: 25 Y: 47 K: 1 24F392
C: 62 M: 54 Y: 53 K: 26 BA9238
bentuang karimun national park
C: 49 M: 55 Y: 57 K: 73 390021
C: 51 M: 60 Y: 59 K: 28 3907F3
C: 32 M: 58 Y: 91 K: 18 983A3
61
BENTUANG KARIMUN visual of the logo for Taman Nasional Indonesia
facts about bentuang karimun Betung Kerihun National Park (BKNP) was originally a nature reserve (formerly called Bentuang Karimun Nature Reserve) with an area of 600,000 hectares set by the Minister of Agriculture in 1982. Ten years later, through a decision of the minister of forestry conservation areas was expanded to be 800,000 hectares. On 5 September 1995, the status area changes from the nature reserve to national park by name Bentuang Karimun National Park. Four years later, on 2 September 1999, finally TNBK area designated as national parks and changed its name to Betung Kerihun National Park.
bentuang karimun national park
63
Greyscale & Reverse
philosophy CONCEPT Kerinci Seblat National Park is very identic with its owls, and many watery surfaces or beaches found along the reserve.
COLOR USAGES The color of the owl used with other color similar with it from pantone color books, and the water comes from the natural color of the water along with other colors similar to it.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 54 M: 56 Y: 59 K: 28 BA6028
C: 59 M: 50 Y: 51 K: 19 686968
C: 31 M: 28 Y: 33 K: 0 BAF93
C: 0 M: 0 Y: 0 K: 100 231F20
C: 53 M: 38 Y: 0 K: 0 294F1
kerinci seblat national park
C: 16 M: 1 Y: 0 K: 0 D1EBFA
C: 43 M: 32 Y: 60 K: 4 D03813
65
KERINCI SEBLAT visual of the logo for Taman Nasional Indonesia
facts about kerinci seblat Types of flora protected in TNKS include Kantung Semar (Nephents Ampularia), orchids, and tropical trees among others. Types of fauna protected include Sumatran Tigers, bears, deer, various primates and birds among others. Types of endemic primates protected in TNKS include Simpai, Ungkou, Siamang (Symphanlangus Syndactylus), monkeys, and long tail monkeys among others. Types of birds protected include Rangkong, Tohtor and Kuau birds and eagles among others. Most of these fauna are endangered species.
kerinci seblat national park
67
Greyscale & Reverse
philosophy CONCEPT Bukit Barisan Selatan is very identic with its sun bear, the bear captured in the logo in the center of the trees and located in front of the mountain. The mountain is compilation of the surfaces that consist of stones, trees, and mountains.
COLOR USAGES The color of the mountain is taken from the combination of colors and trees that’s captured in the real life picture of Bukit Barisan Selatan found in most search engines.
C: 0 M: 0 Y: 0 K: 100 231F20
C: 67 M: 62 Y: 61 K: 52 BA6028
C: 58 M: 51 Y: 52 K: 19 239F32
C: 31 M: 28 Y: 33 K: 0 BA6083
C: 95 M: 65 Y: 42 K: 26 203F32
C: 16 M: 1 Y: 0 K: 0 D1EBFA
bukit barisan selatan national park
C: 58 M: 58 Y: 65 K: 41 544B42
C: 29 M: 65 Y: 78 K: 16 A9382
C: 2 M: 10 Y: 20 K: 0 231F03
69
BARISAN SELATAN visual of the logo for Taman Nasional Indonesia
facts about bukit barisan selatan BBSNP is located on the tip of the south-west region of Sumatra. Seventy percent of the park are (249,552 hectares) fall under the administration Lampung Barat District and Tanggamus District, both are part of Lampung Province. The rest of the park covers 74,822 hectares (23% of total park area) is in the Kaur District of the Bengkulu province. Sumatera Selatan is also important for the park borders overlaps with province’s border.
bukit barisan selatan national park
71
Greyscale & Reverse
Brand Identity applications In branding the National Park,the applications of the logos in merchandises of each National Park, that represents the national park the most, has to be made to attract the viewers. In attempt
of delivering the usages of the logos, including the safe area, name card, and smallest/ normal size usages, these following pages show the applications of the logo in real life merchandises.
75
Stationary Branding
Gift & Merchandise from Indonesia’s National Park
CAP/HAT One of mostly used gift or merchandise from National Park or Reserve
Poster & Outdoor Branding
GIFTS & MERCHANDISES Merchandises from each Reserve in Indonesia
Stationaries Stationary branding is used in Kayan Mentarang.
Stationaries & totebags Way Kambas’ logo applied in stationaries & totebags.
hoodies & PINs These three reserves are identic with their cool and fresh air
Hoodie as Ujung Kulon’s merchandise
Message Bottles Reserves that are identic with their water surfaces
Applications of the logo of reserves that are identic with their diving & their water surfaces.
Applications of the logo of reserves that are identic with their diving & their water surfaces.
92
cooperate name card Name card for Taman Nasional Indonesia
The cooperate name card created for Indonesia’s National Park Branding. The right application of the size of the logo and the fonts or colors that has to be used is applied here.
References Closing words In here I have enclosed the references incuding photos, informations, researches of layouts & style during the development of this Graphic Standard Manual.
wikipedia.com behance.net cereal.com
wwf.or.id unesco.com indonesia.travel.com
Printed in Indonesia