Graphic Standard Manual
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CONTENTS
INTRODUCTION
PRIMARY BRAND
Preface 10
Kota Tua 14
Philosophy 11
Logo Design 16 Logo colors 17 Typefaces 18 Color Schemes 19 Do and Don’ts
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Logo Size 22 Safe Area 23
SUBSIDIARY BRAND
APPLICATION
Cafe Batavia 26
Kota Tua 88
Museum Fatahillah
Cafe Batavia 94
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Bank Indonesia 38
Museum Fatahillah
Kantor Pos Indonesia
Bank Indonesia 102
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Museum Seni Rupa dan Keramik 50
Kantor Pos Indonesia
Museum Wayang 56
Museum Seni Rupa dan Keramik 110
Stasiun Jakartakota
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Museum Wayang 113
Pelabuhan Sunda Kelapa
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Stasiun Jakartakota
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Gereja Sion 74
Pelabuhan Sunda Kelapa
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Museum Bahari dan
Gereja Sion 123
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Museum Bahari dan
Menara Syahbandar
Menara Syahbandar 7
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PREFACE
Good branding is about consistency. It’s easier for people to understand, recognize and embrace a brand when it looks, sounds and feels the same way, no matter how or where it is encountered. By creating this style guide, it will help everyone associated with Kota Tua brand. It is critical to follow these rules and use only the authorized document templates in order to convey the traits and personality of the brand and do it consistently.
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PHILOSOPHY
The task for our final project is to rebranding Kota Tua Jakarta Logo and another historic sites for all the 10 sites. The historic sites include Jakarta History Museum, Jakarta Post Office, Museum Wayang, Maritime Museum and Menara Syahbandar, Museum of Fine arts and Ceramics, Bank Indonesia Museum, Port of Sunda Kelapa, Zion Church, Cafe Batavia, Jakartakota Station. One of the main important of this project is we have to make a Graphic Standard Manual for all the logos. The users of this book needs to be creative and professional. This book will help the users to use the logo correctly. Remember to read and understand this guidelines before using the logo and all elements of Kota Tua Jakarta. Through this Final project I could learned how to develop my design concept and follow it through in several ways. Make each layout to stand and send its own message. Carefully to design the logo, including the used of basic elements and its arrangement. The main goal of this project is to communicate each historic sites through the brand identity. It is important that the message receive by the viewer and I hope my designs can do that effectively.
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KOTA TUA
Kota Tua Jakarta was initially known as Batavia by the Dutch who occupied the area and made it the administrative headquarters of the Dutch East India Company. Used as a trading port to trade such items as tobacco and spices, this small city flourished under the Dutch and their influence can be seen not only in the presence of a canal system, but also in the old buildings which showcase the European architecture of the time. Nowadays, many remaining historical buildings and architecture are steadily deteriorating. However, there is still much hope in restoring the area, especially with aid from various non-profit organizations, private institutions, and the government all stepping up to the plate to rejuvenate Old Jakarta’s legacy. Since 2014 the old town has a brighter future with the ambitious JOTR project to restore Old Batavia’s architecture and putting the site on the UNESCO heritage list. Old Batavia is home to several important historical sites and buildings.
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LOGO DESIGN
The main idea of this logo represents Kota Tua Environment. This logo consists of elements standing for historic sites it self. Each elements has their own meaning: Square: Historic sites around kota tua (Cafe Batavia, Kantor Pos Indonesia, Museum Kesenian dan Keramik, Museum Fatahillah) Circle: Museum Bahari, Pelabuhan Sunda Kelapa, museum bank Indonesia, Gereja Sion and Stasiun Jakarta kota. Triangle: Arrows to help visitors which path or street they can use to go to the destinantion. The basic idea of this logo is that when visitors want to go to their destination, they can look up to this small route. These small elements make the visitors feel suspicious about what is behind it, and trying to find out the meaning behind these elements.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 17
TYPE FACES: ITC OFFICINA SANS
Font or typeface are also a key visual component in communicating a brand. The typeface for Kota Tua brand should be legible and readable. The typeface used for the logo is ITS Officina Sans bold. This typefaces is attractive and supports the main logo to look more prominent.
Aa
Bb
Cc
Dd
Ee
Ff
Gg
Hh
Ii
Jj
Kk
Ll
Mm
Nn
Oo
Pp
Rr
Ss
Tt
Uu
Vv
Ww
Xx
Yy
Zz 18
COLOR SCHEMES
The color usage should aim the clarity and clear identification of the logo. The color used for the main logo is same for the subsidiary brand. Colors of the main logo are dark brown, dark pink and mustard. The colour schemes was inspired from the building around Kota Tua. Combining vibrant and earth colors to represent Indonesia that come from different etchnic. The color scheme of the main logo also coordinate with the sub-brands.
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CMYK 7
42 100 0
RGB 234 158 35 PANTONE P 14 - 15 C
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CMYK 12 63 72 1 RGB 216 120 83
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PANTONE P 41 - 5 C
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CMYK 54 59 65 38 RGB 93 77 68 PANTONE P 23 - 15 C
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DOS AND DON’TS
Explain and clarify how to use the logo in proper ways since there are many possible way of logo usage. There would be some examples of improper usage of the logo. Each elements of this logo has its own reason and meaning. When on screen or printing in color, the logo should remain in its original colors. It is also important to understand the color scheme that used by the original logo. The logo must not be altered, here are some examples of the variation and distortions.
Logo design
As an icon, the usage of the logogram only is possible to happen. This logogram can appear as a single identity without logotype.
Using photo as the background is allowed. The photo must be in black and white color, not too dark and contrast. 20
Do not add effects or elements on the logo.
Do not change composition of the logo.
Do not condence, stretch or distort the logo.
Do not use dark background colors or high contrast.
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LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 7.2 cm (189 x 272 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
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No. 1
CAFE BATAVIA
Cafe Batavia is located on Jl. Pintu Besar Utara, Jakarta Barat/ West Jakarta and it was built in 1837. Cafe Batavia occupies the building that was once the VOC administration office. Paul Hassan in 1990 bought this building and turn it into a gallery. Furthermore, Eka Chandra, the owner of Cafe Batavia, purchased it from Paul Hassan in February 1991. Cafe Batavia has 60 tables with 250 seats and consists of two floors. When you walk inside into the Cafe Batavia, then you will feel the atmosphere of the past. Cafe Batavia is still preserved historical value originality. Almost all of the rooms are still using inheritage equipment from the past owners. Using Java teak wood produced in late 19th century for the furniture. So you can imagine the atmosphere in the VOC colonization era. Up to the second floor, you will see the entire wall filled with photo frames arranged as their wallpaper.
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LOGO DESIGN
The main idea behind this logo is to capture the atmosphere inside Batavia Cafe. The basic idea is to show objects or things that can be found in Batavia Cafe. Almost all of the rooms are still using legacy equipment of the owners in the past. The main icon from this logo is a cabinet. Combining it with tablecloth pattern and simplify its shapes.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 29
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 6.7429 cm (189 x 255 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 2
MUSEUM FATAHILLAH
Located in the historic Old Jakarta Kota area, Taman Fatahillah square offers three of the city’s most interesting museums. Once the heart of the colonial administration in the 18th century the square underwent a major restoration in the 1970’s. A fountain in the middle of square once as the main water supply for the former colonial capital. This museum is located in a building of cultural property which in the past known as Stadhuis, the City Hall of Batavia. This building is located in front of a park, which in the past was known as Stadhuisplein, the City Hall Park, and now it is called Taman Fatahillah. Since 1970, the surroundings of Taman Fatahillah have been declared as Cultural Property and it was totally preserved. The Museum of History of Jakarta was inaugurated on 30 March 1974 for being the center for collection, conservation and research for all kinds of objects of cultural property related to the history of the City of Jakarta.
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LOGO DESIGN
A canon at the backyard of museum is the main icon of this logo. This canon is the most famous artifact of Fatahillah Museum called Si Jagur. There is an interesting story behind this canon. There is a belief that it will give fertility to any woman who touches it.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 35
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 4.8 cm (189 x 181 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 3
BANK INDONESIA
Bank Indonesia Museum is located in Jakarta, Indonesia. It 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 bank was later nationalized into Bank Indonesia in 1953. The museum is designated to introduce the public Bank Indonesia’s role on the Indonesian history, such as monetary policies and payment system that changes over time. The museum also provide visitors with audio and visual experience on the history of currencies and trade in Indonesia from precolonial era to the present state. The museum include old currencies on its display collection, from as early as 14th century pre-colonial era to old bank notes from around the world.
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LOGO DESIGN
The logo represents one of the characteristics that can be found around museum. Using the front lobby as the icon of this logo and simplify the pattern.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 41
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 7.2 cm (189 x 272 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 4
KANTOR POS INDONESIA
The Kota Post Office is a historic building in Kota, Jakarta, Indonesia. It was designed by Ir. R. Baumgartner in 1929 as the Post- en telegraaf kantoor. The building was designed in an early modern style known as Nieuwe Zakelijkheid which was popular in the Netherlands and became popular in the Dutch East Indies by the end of 1920s. The style was slightly conformed to the tropical climate of Indonesia with the addition of ‘double facade’ concept, a typical element of tropical Indische architecture. Buildings within the vicinity of Kota Post Office designed in a similar style include Bank Mandiri Museum (1929). The building currently houses a contemporary art gallery.
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LOGO DESIGN
When you walk inside the building, you should see a big red box placed on the main hall. It is a postbox (Brievenbus in Dutch). The main idea of this logo is to represent the old feeling in way how people communicating before modern era. That is why I chose this tool as the icon of the logo. The logo includes a big red rectangle as a symbol of mail.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 47
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 7.4 cm (189 x 279 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 5
MUSEUM SENI RUPA DAN KERAMIK
Fine Arts and Ceramic Building Museum was built in 1870. At the beginning the building was used as Dutch Judiciary Institution or Raad Van Justitie, then when Japan colonized Indonesia and the fight for Indonesia freedom occurred the building was used as military dormitory. On Agust 20 th 1976 it was announced officially as Fine Arts Gallery Building and now become Fine Arts and Ceramic Museum. This museum has around 400 fine arts, which consist of many different techniques and materials, such as sculpture, graphic, wood totem, sketch, and painting batik. Among those collection there are some masterpieces, collections that useful for the art history in Indonesia such as traditional classical sculpture from Bali, magical and symbolic wood totem by Tjokot and families. There are also plenty of ceramic collections in this museum, consist of local and also foriegn ceramic. The foreign ceramic of various shapes, characteristics, functions, and styles from Thailand, Dutch, Germany, and Middle East. The greatest numbers are from China, especially from Ching and Ming Dinasty.
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LOGO DESIGN
This museum has around 400 fine arts, which consist of many different techniques and materials, includes ceramic. There are plenty of ceramic collections, consist of local and also foreign ceramic. Using their one of ceramics as an icon of the logo. While the elements inside the icon depicts one of their ceramics pattern.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 53
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 7.1 cm (189 x 268 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 6
MUSEUM WAYANG
The Wayang Museum is a museum dedicated to Javanese wayang puppetry. The museum is located in Kota Tua, Jakarta, Indonesia. The museum has a collection of various kinds of wayang, such as wayang kulit and wayang golek. It also displays various collections of wayang and dolls from countries like Malaysia, Thailand, Suriname, China, Vietnam, France, India and Cambodia. The museum also shows gamelan sets, wayang sculptures, as well as wayang paintings. Inside the museum is the plate marking the tombstone of Jan Pieterszoon Coen. A wayang theater and a workshop of wayang-making is periodically organised in the museum.
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LOGO DESIGN
The museum has a collection of various kinds of wayang, such as wayang kulit and wayang golek. The logo is designed to attract visitors and tourist, by using Gunungan as the icon of the logo. While the elements inside the icon depicts one of the wayang pattern.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 59
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 6.6 cm (189 x 249 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 7
STASIUN JAKARTAKOTA
The station was named Batavia Zuid 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). Jakarta Kota Station serves as a main station, along with Gambir Station, Jatinegara Station, and Pasar Senen Station, for several intercity train (Argo Train) lines across Java Island. This station also serves three of the six KRL Jabotabek train lines, which operate in the Jakarta metropolitan area. Jakarta Kota station has six platforms serving 12 tracks.
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LOGO DESIGN
The main idea behind this logo is to depicts the characateristic of Station of Jakartakota. The basic idea is to show objects or things that can be found inside station. The main icon from this logo is a train. When you walk inside the church, you should see this bell hanging infront of the entrance. Simplify the shape and feauture by using the elements.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 65
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 7.5 cm (189 x 283 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 8
PELABUHAN SUNDA KELAPA
Sunda Kelapa is located at the mouth of the Ciliwung River. Dutch domination of Jakarta and the rest of Indonesia began from this area, whereas the remnants of Kasteel Batavia, an old fort and trading post of the Dutch East Indies Company can still be seen now. Sunda Kelapa is at present a fisherman’s wharf and an inter island port. Tall-misted Bugis schooners from South Sulawesi anchoring there offer a picturesque scene. Tough little remains of bustling old Sunda Kelapa except the name, the harbor is still one of the most important calls for sailing vessels from all over Indonesia. The magnificent and brightly painted Makassar schooner called Pinisi is still an important means of transporting goods to and from the outer islands.
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LOGO DESIGN
The main idea behind this logo is to depicts the characateristic of Sunda Kelapa Harbour. The basic idea is to show objects or things that can be found inside the harbour. The main icon from this logo is a ship. Simplify the shape by using elements such as lines as ropes and circle as glass.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 71
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 6.6 cm (189 x 249 px)
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
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The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 9
GEREJA SION
Gereja Sion is a historic church located in Pinangsia Administrative District, Taman Sari, Jakarta, Indonesia. Was built in 1695, it is the oldest church still standing in Jakarta. Later, the church name changed into “Portuguese Church” During the Japanese occupation of Indonesia in 1942, the name “Portuguese Church” was forbidden and the church was closed for two years. The Japanese army wished to transform the place into a columbarium for the fallen soldiers. During the governmental transition, the Dutch government transferred the ownership of the church to the Protestant Churches of Western Indonesia body (Gereja-gereja Protestan di Indonesia) or GPIB. During the 1957 GPIB Sinode Conference, the Portuguese Church changed its name into GPIB Congregation of Zion (GPIB Jemaat Sion), and since then, the church is known as Zion Church. The church was restored in 1920 and in 1978.
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LOGO DESIGN
The main idea behind this logo is to depicts the characateristic of Zion Church. The basic idea is to show objects or things that can be found in Zion Church. The main icon from this logo is a bell. When you walk inside the church, you should see this bell hanging infront of the entrance. Simplify the shape using the elements.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 77
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 6 cm (189 x 226 px
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
y
The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
No. 10
MUSEUM BAHARI & MENARA SYAHBANDAR
The Maritime Museum 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. Menara Syahbandar Syahbandar Tower is located at the side of Jakarta Gulf Beach, next to the Maritime Museum and Sunda Kelapa Harbor. The current building of Maritime Museum was previously occupied as VOC’s spicy warehouse. VOC was a Dutch company which managed the trading activities on both sea and land for the interest of Nederland. Nederland constructed Syahbandar Tower to guide the traffic of ships that was coming for spicy trading at Sunda Kelapa Harbor.
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LOGO DESIGN
The main idea behind this logo is to depicts the characateristic of both museum. The basic idea is to show objects or things that can be found around both museum. The main icon from this logo is an anchor. When you walk inside the museum, you should see this anchor standing infront of the entrance. Simplify the shape using the elements.
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LOGO COLORS
Colors
Color Reverse
Grayscale
Grayscale reverse 83
LOGO SIZE
It is important to pay attention at the minimum size of the logo to ensure the best quality of all the elements. As the logotype needs to always be readable and legible. However there is no maximum size.
5 x 7.6 cm (189 x 287 px
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SAFE AREA x All applications of the logo must include clear space around the logo equal to the space between the top of “icon” to the baseline of “text” of the logo at the size it’s being used.
y
The ratio used are x and y. Where x is the width and y is the height. The distance or scale for the safe area will be always 25% (1:4) on each side of the logo. For example, if the logo size is 8 x 5.7 cm. Transform and scale it to 25%, this size of the logo will be the distance between the logo and other applied design.
x: 25
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y: 25 %
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Rovika Sanap 2016 132