With Indonesia revealing its newly designed national logo and mascots, the country is trying to think beyond the upcoming 2018 Asian Games.
Presidential chief of staff Teten Masduki, who oversees efforts to improve the country’s branding, said the logo was a tool to promote the country abroad.
“We are monitoring the Asian Games preparations closely because it will portray the country’s image,” Teten said during the launch of the logo and mascots at his office in Jakarta on Thursday.
“The nation’s image is not merely about a brand, but also real efforts to improve the nation,” he said.
The new logo depicts an aerial view of Gelora Bung Karno (GBK) stadium and is adorned with imagery of the stadium’s eight gates as well as the Asian Games’ sun logo in the center.
The logo was inspired by GBK stadium, which is located in Senayan, Central Jakarta, and was Indonesia’s first sophisticated sports arena, built when the country hosted the Asian Games in 1962.
At the time, GBK was said to be the first stadium in Asia to apply a joined-ring construction, with a roof made of steel.
2018 Asian Games logo(Antara/Widodo S. Jusuf)
The 2018 Asian Games mascots feature clean designs, depicting three characters inspired by animals living in Indonesia.
“Bhin Bhin” resembles a cendrawasih (bird of paradise) and represents the eastern part of Indonesia. “Ika” portrays a one-horned rhinoceros, representing the western part of the country. Meanwhile, “Atung” depicts a rusa Bawean (Bawean deer), to represent central Indonesia.
The three characters replaced the country’s old logo and mascot, a cendrawasih-inspired image named Drawa, which attracted public criticism over its unattractive design.
The public outcry led the youth and sports minister, along with the Creative Economy Agency (Bekraf) and professionals in graphic design and advertising, to hold a competition for the new logo and
The contest, themed “Energy of Asia”, saw Feat Studio emerge as the winner.
“The reason behind the logo is to keep the dream alive,” said Jefferson Edri of Feat Studio.
President Joko “Jokowi” Widodo chose the winner from three final candidates, out of 60 participants.
The logo – catering to the three criteria of Asia, Indonesia and sports — also symbolizes friendship among Asian countries. The Olympics Council of Asia (OCA) has reportedly approved the change of logo and mascots for the 2018 quadrennial event.
Bekraf chief Triawan Munaf expressed hope that the public would appreciate the new logo. “There is fun in there because sport is not merely about competition.”
The 2018 event is slated to be held from Aug. 18 to Sept. 2, 2018, cohosted by Jakarta and Palembang. The opening and closing ceremonies will be held in Jakarta.
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