GRAPHIC STANDARD MANUAL KOTA TUA JAKARTA | Graphic Standard Manual
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by Viequinta Asmaranda - 1601249330 Graphic Design IV Final Project
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TABLE OF CONTENTS
I. PREFACE
II. BRAND
III. PRIMARY LOGO
09 Introduction
13 About 15 Philosophy
19 Logo Design 22 Colors 23 Typeface
IV.RULES
V. SUBSIDIARY LOGOS
VI. DESIGN APPLICATION
25 Safe Area
33 List
55 Explanation
26 Minimum size 28 Do’s & Don’ts
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PREFACE
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INTRODUCTION
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. Therefore, This Graphic Standard manual (GSM) will guide and provide visual examples on how to correctly use the logo to the users to make their job easier.
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BRAND
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This section will give explanation about the brand and the philosophy behind the logo design in order to further appreciate the origins of the main and subsidiary logos before using them.
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ABOUT KOTA TUA Kota Tua is a remainder of Oud Batavia, the first walled settlement of the Dutch in Jakarta area. The area gained importance during the 17th-19th century when it was established as the de facto capital of the Dutch East Indies. This inner walled city contrasted with the surrounding kampung (villages), orchards, and rice fields. Dubbed “The Jewel of Asia” and “Queen of the East” in the 16th century by European sailors, the area was a center of commerce due to its strategic location within the spice trade industry in the archipelago.
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PHILOSOPHY Kota Tua is a remainder of Oud Batavia, the first walled settlement of the Dutch in Jakarta area. Nowadays, many remaining historical buildings and architecture are steadily deteriorating, but some of the old buildings have been restored to their former glory. These revitalized buildings retain their former glory despite the changing times, just like the beautiful paintings on vintage dutch plates. The logo design consists of elements from these plates, which are clouds, buildings, and landscapes while the shades of orange were chosen for the color scheme because it is the Dutch Royal Family Color’s (Good association with the nickname ‘Jewel of Asia’ and ‘Queen of the Eas=t’), and also Jakarta City’s color, and due to the fact it will stand out from the muted color of Kota Tua’s surroundings. Lines were simplified to suit the current modern art style ; Contemporary meets Vintage.
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PRIMARY LOGO
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This section will explain about the main logo of the Kota Tua Brand along with visual examples which will serve as the basic guideline for all subsidary logos that will be featured in another section.
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As explained in the philosophy section, the main logo of Kota tua itself represents the whole Old Town Area as it was inspired by several buildings in Kota Tua along with the applied concept; to support the revitalisation of Kota Tua .
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VARIETY
ORIGINAL
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GRAYSCALE
LINEART
WHITE LINEART
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TYPEFACES DIN Alternate Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz “The quick brown fox jumps over the lazy dog” Museo 300 Aa Bb Cc Dd Ee Ff Gg HH II JJ KK LL MM NNOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz “The quick brown fox jumps over the lazy dog”
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COLORS
C : 18% M: 22% Y : 36% K : 0%
R : 248 G : 228 B : 198
C : 0% M: 35% Y : 64% K : 0%
R : 250 G : 177 B : 108
C : 11% M: 51% Y : 80% K : 0%
R : 223 G : 141 B : 74
C : 27 M: 21 Y : 21 K : 0%
R : 173 G : 174 B : 175
C : 43% M: 35% Y : 35% K : 1%
R : 134 G : 134 B : 135
C : 61% M: 52% Y : 52% K : 22%
R : 80 G : 81 B : 80
#F8E4C0
#BBBBBC
#FAB16C
#979898
#DF8D4A
#626363
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RULES
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Instructions to be followed in order to avoid Improper usage of logo(s) that have been designed, owned and credited solely to the Original designer. This section includes: Safe Area, Minimum Size, and Do’s & Don’ts.
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COMPOSITION & SAFE AREA
Safe Area acts as refers to the area surrounding the logo that may not contain other graphic elements or type, as illustrated by the diagram to the right. This area is crucial to use as a guide in order to maintain the logo’s clear composition,hierarchy, and authenticity for placement and scaling. All official measurement systems( pixels,metric and Imperial) are acceptable as long as the scaled logo fits the set compotision.
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x
x
x
x
x
x
Primary Logo
Subsidiary Logo
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MINIMUM SIZE Required in order to preserve the logo’s visibility,detail and clarity for the audience to see. Therefore it is crucial not to resize the logo smaller than the minimum size.
FOR SCREEN 300 x 400 pixels
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FOR PRINTED MEDIA 3.5 cm x 4 cm
DO’S AND DON’TS
This Section will explain and provide visual examples of the proper and improper usage in regards to the logo which will be used by others on both screen or printed media under no supervision of the original designer. The rules apply to the main logo and also the 10 subsidiary logos.
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DO
ORIGINAL
LINEART
WHITE LINEART
Recommended to use on all official applications
Recommended to use on photography & merchandise
Recommended to use on photography or dark backgrounds
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DON’T
change the logo color
change the logotype
distort the logo
rotate the logo
Remove any elements
Resize below the minimum size
Place on distracting Background
Place on strong Pattern
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SUBSIDIARY LOGOS
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This section will show Subsidiary logos which represent 10 places in Kota Tua along with their own respective purposes and objectives. Subsidiary logos are still tied to and under the guideline of the main logo which was explained in the previous section of this Graphic Standard Manual. The 10 Subsidiary Logos consist of: 1. Jakarta History Museum (Museum Fatahillah) 2. Jakarta Post Office (Kantor Pos Jakarta) 3. Museum Wayang 4. Maritime Museum and Menara Syahbandar 5. Museum of Fine arts and Ceramics 6. Bank Indonesia Museum (Museum Bank Indonesia) 7. Port of Sunda Kelapa (Pelabuhan Sunda Kelapa) 8. Sion Church (Gereja Sion) 9. Cafe Batavia 10. Jakarta Kota Station (BEOS Station)
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JAKARTA HISTORY MUSEUM (FATAHILLAH)
The Jakarta History Museum (Indonesian: Museum Sejarah Jakarta), also known as Fatahillah Museum or Batavia Museum. The building was built in 1710 as the Stadhuis (city hall) of Batavia. The building contains 37 ornate rooms. There are also some cells located beneath the front portico which were used as dungeons, which function until 1846. The collection includes objects from the Dutch East Indies Company, historic maps, paintings, ceramics, furnitures, and archeological objects from the prehistoric era such as ancient inscriptions and sword. This building is one of the most iconic landmark in kota Tua and therefore it is best chosen to represent the Fatahillah museum. The Logogram was put in order to distinguish it from the main logo, which is the Kota Tua due to a lot of misconception that Fatahillah is “museum Kota Tua�.
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JAKARTA POST OFFICE Also known as Kantor Pos Jakarta One of a few samples of Nieuwe Zakelijkheid architecture in Indonesia. The Jakarta post office was established in 1928 during the reign of the Netherlands. As the name implies, the post office was established to serve the service correspondence and was built for communications from Batavia to across Indonesia). As time passes by, the function of Post office deteriorates due to modern technology. However, it does not change the fact that this building is one of the silent witnesses of Jakarta’s History. The logo is inspired by the real Post Indonesia’s logo, which is a pigeon and a globe, which fits the continuity of the logo group design. But instead of a globe, designer chose an envelope in order to represent the “technology” at that time
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MUSEUM WAYANG The Wayang Museum (Indonesian: Museum Wayang) is a museum dedicated to Javanese wayang puppetry. The building occupies the site of a church which was built in 1640 under the name of the Old Dutch Church. 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, A wayang theater and a workshop of wayang-making is periodically organised in the museum. The logo was redesigned to make it less disconnected from the rest of the main and subsidiary logos while still using the Gunungan Wayang shape, as a human wayang would have been too different from the rest of the logo groups.
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MARITIME MUSEUM & SYAHBANDAR TOWER Also known as Museum Bahari. As its name indicates, the Museum has a collection of objects linked to Jakarta and Indonesia’s maritime history. It includes several real boats, some small-scale boat replicas from different regions of Indonesia (Pinisi, Lancang, Gelati), some navigation equipment and tools, some paintings and some photos. You can also read about diverse topics such as the history of spice trade in Indonesia, colonization, boat architecture, the Indonesian Navy, the building of Tanjung Priok, etc. Designer chose the Syahbandar tower, which is located next to the Maritime museum as the logo of both Museum Bahari and menara Syahbandar in order to distinguish it from the Pelabuhan Sunda Kelapa Logo.
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MUSEUM OF FINE ARTS & CERAMICS
The building of the Fine Art and Ceramic Museum was completed on January 12, 1870, and was used as the Court of Justice. The museum displays the traditional handicraft of Indonesia. The museum also displays paintings by Indonesian painters such as the romanticist painter Raden Saleh and expressionist painter Affandi. The museum also displays traditional ceramics from various areas of Indonesia and contemporary ceramics. There are also ceramic collections from China, Thailand, Vietnam, Japan, and Europe. Since the actual Building does not represent the Indonesian vibe of the museum, Designer chose a pot as The logo in order to represent the ceramic handicrafts displayed inside the museum, and make it look more connected to the Wayang museum by using the same simple pattern inside it.
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MUSEUM OF BANK INDONESIA
Museum of bank indonesia is officially founded by Bank Indonesia and was opened on 21 July 2009. 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 pre-colonial era to the present state. The shape of the building in this logo is the simplified shape of the actual building and put their trademark “BI” Logo subtly on top of the roof to help audience recognize the museum.
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PORT OF SUNDA KELAPA
Pelabuhan Sunda Kelapa (Port of Sunda Kelapa) is an old port of Jakarta located on the estuarine of Ciliwung River and was the main port of Sunda Kingdom of Pajajaran. The port is situated in Penjaringan sub-district, of North Jakarta, Indonesia. Today the old port only accommodate pinisi, a traditional two masted wooden sailing ship serving inter-island freight service in the archipelago. Although it is now only a minor port, Jakarta had its origins in Sunda Kelapa and it played a significant role in the city’s development. Here, designer chose a ship with connected lines instead of the whole port in order to make it more distinct and to avoid people from mistaking it as Museum Bahari.
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SION CHURCH
Gereja Sion or Sion Church is a historic church located in Pinangsia Administrative District, Taman Sari, Jakarta, Indonesia. Dating from 1695, it is the oldest church still standing in Jakarta. The church was formerly known as De Nieuwe Portugeesche Buitenkerk (“The New Portuguese Outer Church”), referring to its position on the outside of the city wall, as opposed to Portugeesche Binnenkerk, “the Portuguese Inner Church”). The church was also known as Belkita during the period. Zion Church measures 24 by 32 meters and is situated on 6,725 square meters of land. A simple illustration was chosen while retaining the basic shape of the church. Since putting the cross on the window like the actual building would make it less visible, designer put the cross on top of the roof.
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CAFE BATAVIA
Set in a 200-year-old building on the northwestern corner of Fatahillah Square, Batavia Cafe is the second oldest building in central Jakarta after the Fatahillah Museum. The building of CafÊ Batavia was formerly the Dutch governor’s house and located in the Old Town area in West Jakarta. The building, which was built in 1805, became a restaurant and opened to the public in 1993. Even though the function of the building had changed, the management of the restaurant preserved this building of heritage. The Iconic tent and the windows on the second floor was chosen to represent the Cafe Building as putting the whole windows might further complicate the logo.
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BEOS STATION
Also known as Jakarta Kota Station (Indonesian: stasiun Jakarta Kota, station code: JAKK) is a terminal train station which 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. The first station was built in 1887 by the Bataviasche Oosterspoorweg Maatschapij (BOS), a private railway company. The main inspiration of this logo is the iconic arched shape of the Beos Station Building to make it easy to identify for a broad audience.
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DESIGN APPLICATION
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This section will provide realistic visual examples of how the logos (Primary and Subsidiary logos) would look like once they are implemented into exclusive merchandise, signs, and other useful promotional items that will further make the Brand more well-known. Please note that the logo’s color may look duller or more vibrant than the digital version due to the different ink and material’s quality.
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TICKETS
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KOTA TUA
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MUSEUM FATAHILLAH
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POS INDONESIA
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MUSEUM WAYANG
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MUSEUM BAHARI
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MUSEUM KERAMIK
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MUSEUM BANK INDONESIA
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PELABUHAN SUNDA KELAPA
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SION CHURCH
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CAFE BATAVIA
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BEOS STATION
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Logo and GSM Designed by Viequinta Asmaranda All Photographs and Stock Images belong to their respectul owners
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