ASEAN Indonesia 2023

P R O J E C T
ASEAN Indonesia 2023

Y E A R
2023

Visual Identity design for Indonesia's Chairmanship of ASEAN in 2023. This project is under Ministry of Foreign Affairs of the Republic of Indonesia, in partnership with ADGI (Indonesian Graphic Design Association).

Background

By giving the chairmanship mandate to Indonesia to return to chair of ASEAN in 2023, a visual identity is needed that is able to represent Indonesia’s vision and mission as a chairmanship of ASEAN in 2023.

Previously, Indonesia had held the chairmanship of ASEAN in 1976, 2003 and 2011. Of the 3 previous chairmanships, Indonesia has always produced high standards in establishing norms in the region.

This year, Indonesia has an important position in leading the direction and goals of ASEAN political, economic and socio-cultural cooperation. Therefore, Indonesia’s vision for 2023 is to play a central role in building ASEAN together, for the community and for the world.

Asean Matters: Epicentrum of Growth

ASEAN has an important role not only for countries in the region but also for the world, by playing a central role as the motor of peace and prosperity for the region. The importance of ASEAN for regional countries and the world is supported by 3 main pillars that build the essence of ASEAN’s strength:

As a chairmanship country that plays a central role, visual character of the identity hopefully will represent an image of neutrality, one unitary, responsive, adaptive, dynamic, and modest yet down to earth.

Core Idea

Depart from the basic idea of equations. In general, we have similarities in geographical conditions; astronomical, demographics, flora & fauna, landscapes, and basic cultural values. In addition, we also have the same race, namely the Mongoloid, and have the same mother language, which is Indo-Austronesian. This equations that then leads countries between regions to unite under the ASEAN flag. The direct line as a bridge to connect all the elements that matters. We unite as one because we matters, that’s why ASEAN matters.

In Unity We Matters: The Landscape

Departing from this basic idea, a strong characteristic that is drawn as a common thread is “landscapes”. As a tropical region, countries in ASEAN are traversed by a series of active volcanoes (Pacific and Mediterranean circum) which make our nature (countries in the region, especially Indonesia) rich and fertile and famous for its exotic volcanic mountain ranges.

In addition to active mountains, the countries in the region are united by two broad expanses of oceans, namely the Pacific and Indian. This combination of mountains and sea is the distinctive identity of tropical ASEAN countries (especially Indonesia) as an area rich in diversity.

In Unity We Matters: The Globe

Indonesia wants to bring all the member countries going forward and grow together, which is we should make the visuals identity of ASEAN Indonesia 2023 uphold the value of neutrality, a forum that can represent all together and as a center of growth.

In a nutshell, the projection of a globe shape is a basic representation of one unit. United, for the community, and for the world. Because we all matter. ASEAN Matters.

In Unity We Matters: The Indonesian as The Chairman

As the chairmanship handed to Indonesia, a strong symbol need to be choosen to represent the "local feels" Identity of Indonesia. Choosing the symbol of the characters will be based on the archipelago's biodiversity, and also geographical location to represent a symbol of centrality and down to earth.

Identity Colors and Process

“Bold and brave as a leader”.

A color concept directly inspired by Indonesia’s red and white (flag) imagery. Passionate, and courageous as a leader. Combined with shades of gray, as a representation of professionalism.

Processing and combining the core ideas into a several shapes. Finding a perfect configuration that can represent the whole concept, and visually inline with the big theme of ASEAN Indonesia 2023.

Output / The Globe of Unity
ASEAN Indonesia 2023
ASEAN Matters: Epicentrum of Growth

“A visualization of ASEAN in the Globe of Unity”.

The ASEAN Indonesia 2023 logo as a whole, depicts the globe (with Indonesian spirit and characters) as a representation of a forum for ASEAN countries in one unit, which moves together, optimistic towards better growth, and brings a positive impact, both internally for the region and externally for the world.

This logo is divided into 3 important elements; Sky, Mountain & Oceans, and Maleo Bird.

01. Sky

A visualization of the sky as a symbol that embraces and protects the globe (countries in the region in particular). Symbolically, the sky acts as an umbrella for the globe.

02. Mountains and Oceans
Mountain as the embodiment of a solid form and a symbol of stability. The mountain is also a symbol of an optimistic direction of growth (the shape of the mountain is growing upwards). As a representation of direction, this visualization has the meaning of bringing the whole of ASEAN to grow in a better direction.

The ocean, conceptually, is a hub that connects the island between countries in the ASEAN region.

03. Maleo Bird

A symbol of Indonesian identity. It's a representation of the archipelago’s biodiversity according to our big theme. Beside Maleo is a typical endemic bird native to Indonesia originating from Sulawesi, the choice of the “Indonesian symbolization” was deliberately taken from the central part of Indonesia, which is conceptually likened to a symbol of centrality, centeredness, and connecting each side (east and west). This is where the concept is in accordance with the big theme of Indonesia 2023.

The Maleo bird is also the embodiment of the word “down to earth”. In his form as a bird, Maleo does not fly but walks on land. Philosophically, it's like walking together brings progress to ASEAN and the world.

04. The Circular Shape

Conceptually, the basic circle shape is illustrating the 3 main pillars of ASEAN strength as mentioned from past paragraph. A symbol of centrality, stability, and prosperity, in one logo configuration.

05. The Dynamic Shape
The overall shape of the symbol is very dynamic. Responsive and adaptive to all changes that occur internally (ASEAN) and externally in the world.

06. The Logotype
As a country with strong character, the image of Indonesia is displayed through a custom-tweaked logotype, using Lora font as the base, which visualizes detailed minimalist craftsmanship in the style of "Nusantara" carved art.

a) The combination of serif and sans serif details gives a “classy yet contemporary” impression, firm and understated.

b) Detailed touches of minimalist Indonesian characters on the logotype which are inspired by the details of the curves of carved art.

Key Graphic
Illustrating a general landscape view in a multi layers color combination rooted from the main logo concept, depicting a dawn colors. The artwork treatment will be in an abstract painting style. Besides to represent a grande feels yet elegant, this visual also make the "elements" unite as one without borders, one unit as ASEAN. This painting style also represent the richness of Nusantara arts in general.

The key graphic artwork will be used as a main supporting graphic for the whole ASEAN Indonesia visual derivative.

Key Graphic Color Mood

A combination of multi-layer colors, to represent diversity in the whole ASEAN countries. This is derived from the base color of pink, lavender, tranquil blue, verdigris green, orchid, and amber yellow. The spectrum can cover a range of ASEAN richness from the culture, peoples, arts, into the beauty of their landscape view.

Key Graphic Process

A shape development from basic composition, brush and texturing, into painting final render.

Additional Key Graphic

To support the main key graphic, an additional graphic element entitled “The Dynamic Mountains” has been created. This graphic was created from the idea of a series of mountains in Indonesia that are connected to each other, as well as a solid symbol. This graphic is also derived from the mountain element in the main logo which is then explored to become a visual like an abstract painting.

Design Implementation

Final output of ASEAN Indonesia 2023.

Design Team /
Adji Herdanto
Septia Dwi P
Anas Kautsar

Motion Graphic /
Arief Bahari
Nasrul Huda

Photography & Imagery /
ANTARA Foto

ASEAN ID Official Website

Hanafi Dano

Kurnia Desly K
MOFA Indonesia
Widi Sarinastiti

Xavier Portela

S P E C I A L T H A N K S T O
The President of Republic Indonesia /
Joko Widodo

Minister of Foreign Affairs of Republic Indonesia /
Retno Marsudi

ADGI Board of Advisors for ASEAN Project /
Rege Indrastudianto
Diaz Hendrassukma
Derrie Kleefstra
Ritchie Ned Hansel

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