Medan
city branding / 2020
A long overdue rebranding for the city of Medan, Indonesia. It is the fourth largest city in Indonesia but yet almost non-existent on the international tourism map due to lack of initiatives from the city council. This project aims to give the city a more current and accurate appeal. At the same time attract visitors either domestic or international to visit Medan.
Medan has the biggest airport in Sumatra with the most international flights to Sumatra. Visiting Medan can be a starting point to your adventure in North Sumatra or even Indonesia.
The new logotype is created with the concept "gateway to Sumatra", the idea of Medan as a point of entry for great adventure in Sumatra. Wavy lines in the logotype represents connectivity, Medan is well connected city, once you’re here its easy to travel around and explore Sumatra.
Medan has the biggest airport in Sumatra with the most domestic and international flight. It is not just a logo but it is a system, it’s also important to keep everything simple and easy to implement for any platform. The combination of logotype and wavy lines as secondary elements portrays the idea of connectivity, while rich colours represents diversity of culture and nature of Medan.
To familiarise the public with the new brand, we will be launching teaser campaign first. This campaign will be applied on public transports, cash cards, train tickets, murals or posters around the city and etc. Teaser campaign designed with the same intention of being bold, unique but easy to use.
The teaser campaign will eventually be followed by the actual brand launch. At this launch, the use of typography, colour palettes, and supergraphic will be introduced. Supergraphic act as a template to ensure consistent implementation. While it may look very simple with the right combination of images and typography, this supergraphic offers plenty flexibility and range for every platforms and needs.
