Taman Nasional Indonesia Brand Identity Guidelines by Raymond Nugraha

brand identity guidelines

conserving for a better future

table of contents

BRAND OVERVIEW

BRAND PHILOSOPHY

LOGO DESIGN

COLOR SCHEME

TYPEFACES

IMPROPER USAGE

EXCLUSION ZONE & MINIMUM SIZE

SUBSIDIARY BRANDS

APPLICATIONS

I taman nasional indonesia

brand overview

Taman Nasional Indonesia is a government owned parent organization of all of the national parks in Indonesia that focused on the nature conservation with pure natural ecosystem, which managed with zonal system for research, education, tourism and recreation purpose. Established in 1980, Taman Nasional Indonesia have 50 official national parks under its management until now. Many of them are certified as a UNESCO World Heritage Sites. In Taman Nasional Indonesia, thousands variety of unique flora and faunas are able to be found which are endemic to Indonesian area.

With the experience over than 30 years, Taman Nasional Indonesia is ready to conserve Indonesian nature with the best care for the better future. Taman Nasional Indonesia also aims to become the best national park management organization in Southeast Asia and provides a better nature environment for future generations.

brand philosophy Taman Nasional Indonesia main priority is to conserve as many as possible nature resources in Indonesia for a greater future. Aside from that, Taman Nasional Indonesia also being a high qualified national parks for other purposes as well. We aim to create a better corporate culture that includes professionalism, integrity, conservation, pleasure and education. Taman Nasional Indonesia is also aiming to become the finest national park management organization in Southeast Asia which is able to conserve Indonesiaâ&#x20AC;&#x2122;s or worldâ&#x20AC;&#x2122;s nature ecosystem as a whole,

and making it undeniably useful for lot of people in future generations in various aspects. With our commitments and hardwork, we expect that Taman Nasional Indonesia could become the best place to enjoy and learn about Indonesian natural phenomenons, and becoming a great heritage for further generations to be treasured in the future.

II primary brand

logo design

With the rebranding, Taman Nasional Indonesia aims to convey a modern brand image that looks professional and bold while still looks friendly. Taman Nasional Indonesia’s new brand mark symbolizes our mission to have a high standard of management yet still have friendly values within it. We are aiming to convey our brand’s philosophy in a straightforward way in the method of using line art graphics depicting a mountain, sea and a cartoony Sumatran Tiger inside a circle. Each graphics convey a message of Taman National Indonesia conserve Indonesian endemic animals, land ecosystems and aquatic

ecosystems; and thus combining them in one unity. The tiger graphic is made cartoonish because it is able to convey the friendly value we wanted to include; to gather the entire family (children and adults) as the intended customer in the national parks. The text ‘sejak 1980’ means established since 1980, emphasizing on the establishment year of the Taman Nasional Indonesia organization itself. Our new logo will help distinguish the old fashioned brand image of national parks among other national parks all over the world, and hopefully it will able to help us to become a more renowned national park organization in the world.

Full color logo applied to light background

Logo in Monochrome Colors

color scheme

Our brand color helps to create a strong brand image we wish to achive. For the main logo, we only utilized two colors which are gold for the main logo and the ‘indonesia’ text, and the dark grey for the ‘taman nasional’ text. The main graphic is colored in single gold color to symbolize the unity value within Taman Nasional Indonesia itself. Gold also depict wealth, since Taman Nasional Indonesia managed lots of nature wealth that are not able to be surpassed with other national parks in other countries.

I CMYK 29.28.73.1

#BAA962

RGB 186.169.99

Dark grey serves as the neutral color to balance the gold. Also it symbolize the modern aspects that Taman Nasional Indonesia is aiming to become.

II CMYK 66.59.58.40 RGB 73.73.73

#494949

typefaces Signika Negative Light

Signika Negative Semibold

Zz 14

improper usage

The Taman Nasional Indonesia logo should never be modified or distorted in any way. This is also applies to other design elements of the logo. Logotype must always be used in all circumstances. The logogram and the logotype should never be separated in any occasions. Violation of these rules could lead into problems such as unrecognizable logo, or the misconception of the brand.

We wish to keep our brand is recognizable in the unity value. Therefore, in using the logo, the rules must be obliged so it does not clash with our brand message. The following are the examples of distortion that have to be avoided when using and applying the Taman Nasional Indonesia logo.

1. Squashed logo

5. Change of position

2. Usage of other color

6. Change of hierarchy

3. Flipped logo

7. Rotated logo

4. Logogram only

8. Logotype only

x x

Exclusion Zone

170 px

138,5 px

6 cm

4,87 cm

Minimum Size

III subsidiaries

subsidiary brands

The subsidiary logos are constructed in accordance to the main logo. It share the same philosophy and overall shape with the main logo, with each own logo emphasize on what kind of unique flora and fauna found in the specific area. 13 out of 50 national parks under Taman Nasional Indonesia are receiving newly designed and improved brand marks.

The difference here is that each subsidiary brands uses a different color to distinguish itself from the others and to convey its own unique message and identity in accordance to what the logo aims to convey.

Subsidiary Logograms

The logo depicts fish among coral reef. Coral reef emphasized more due to Wakatobi have a more diverse collection of coral reefs than other aquatic national parks. Dark blue is chosen to depict deeper sea level where majority of coral reefs are found.

The logo depicts 2 different fishes among coral reef. Fishes are emphasized more due to Bunaken have a diverse range of fishes that arenâ&#x20AC;&#x2122;t able to be found anywhere. Normal Blue is chosen to depict the depth of sea that fishes are able to be found.

The logo depicts a turtle in sea environment. Kepulauan Seribu is popular with its turtle conservation programme, hence it being chosen to depict the national park itself. Light blue depict the upper sea level where turtles are able to be found.

The logo depicts a Bali Myna with mountain and sea. Bali Myna is the iconic animal of Bali, also in that area mountains and sea are able to be found. Tosca is used in this logo to depict fresh and the exoticness of Balinese nature environment.

The logo depicts one-horned rhinoceros, sea and tropical rainforest. One-horned rhinoceros is the most iconic animal in Ujung Kulon. The reason grey is chosen as the color is because the skin color of the rhinoceros itself.

The logo depicts elephant in a swamp forest environment which is very iconic. Elephant itself chosen because of Way Kambas is popular for its elephant training centre and conservation. Bluish gray is used in accordance with elephantâ&#x20AC;&#x2122;s skin color.

The logo depicts a sun bear and mount Kerinci. Sun bear itself chosen to represent Kerinci Seblat because it is an endemic unique fauna. Also mount Kerinci being the iconic nature landmark of Kerinci Seblat. Brown is used in accordance to sun bearâ&#x20AC;&#x2122;s mark spot color.

The logo depicts a cassowary and mount Jayawijaya in the background. Cassowary itself is a local unique animal which able to be found in Papua only. The violet color is used to depict the exoticness and beauty of Papuaâ&#x20AC;&#x2122;s nature environment.

The logo depicts siamang, titan arum flower and a mountain. Siamang is chosen due to it have large population in this park, also the titan arum flower is theiconic flora here. Red is chosen to represent the color of titan arum flower.

The logo depicts a pangolin, mountain and river. Pangolin is chosen because it have a large populatioin in this park, the river also depict the majority nature ecosystem that able to be found in this park. Yellow is used to show the exciting and fresh side of this park.

The logo depicts komodo in a savannah. Komodo itself is obviously chosen because this park is the only the area in the world that komodo exists, which majority of it covered by savannah. Light green used to show the greenish komodo color but with a fresher mood.

The logo depicts orangutan and tropical rainforest. Orangutan itself is the most iconic endemic animal that resides in this park, also the rainforest covers almost all of the park. Orange is chosen to depict the brown color of orangutanâ&#x20AC;&#x2122;s fur, but with a fresher extent.

The logo depicts a Bornean gibbon and palm trees. Bornean gibbon is one of the iconic endemic animal in this park, also palm trees are one of the most common tree found in this park. Dark green is used to represent the color of palm tree leaves.

A large scale national park conserve broad variety of nature resources every single day. It has to maintain their service quality and unique identity. The objective of creating these sub brands is to ease the visitors to find their intended national park. These visual items we provide are the solutions to define the visual identity of each parks in Taman Nasional Indonesia.

IV applications