ASSIGNMENT 1: CORPORATE IDENTITY AND CORE VALUES
ASSIGNMENT BRIEF: Create a report and an interview in a video format about the internal and external values held by a minimum of one business/organisation from the choices below. If learner decides to work on more than one business/organisation, they must be from different industries.
GROUP MEMBERS: Deandra Vladrynca, Melody Pan, Vanya Saragih
GROUP MEMBERS: Deandra Vladrynca, Melody Pan, Vanya Saragih
research
After group discussion and consultation with Ms.Utari, we have decided to do two interviews, the first chosen one is the educational institution Jakarta Taipei School (interview with Mr.Pan Te Hsun, Melody' father). The other one is the bakery shop Cler's indulgence homemade (interview with Deandra's cousin).
about jakarta taipei school
Jakarta Taipei School is a Chinese language teaching school, where 2/3 of the subjects are taught in Chinese, with 80% of the teachers being Taiwanese, to provide students an excellent Chinese learning environment. Additionally, JTS being an international school has also added English and Indonesian language class to create a multicultural environment for students to have a more international mindset and know the importance in appreciating culture studying. The school helps students to learn and grow,to find their own paths and guide them to achieve their life goals in the future. Being the first ever Chinese learning school in Jakarta, the school has a strong corporate identity of being an educational center of promoting Chinese culture.
The reason why we chose JTS as our interview option is because personally i have a very strong attachment and feeling for the school since i have practically grew up there and it is a homeland's emotional attachment for me. Moreover, they really have successfully built a strong corporate identity and positive image throughout the year and we wanted to know how they do it.
source: written by Melody 2017.Nov.9
THE FOUNDING OF JTS
OBJECTIVES
Horizon Broadening
Through multilingual education we seek to strengthen students perception, furnishing them with global view and open mindedness.
Homeland Loving
Teaching our students to embrace Indonesia, natural environment and to cultivate love for their homeland.
Coherent Education
A coherent education system from kindergarten to secondary education, our curriculum
focuses on the consistency of general knowledge, e-learning as well as multilingual education.
Refined Education
The combination of our beautiful campus (currently being extended with state of the art kindergarten) and a curriculum designed by our conscientious faculty ensures a true realization of refined education.
Humanities
We offer a variety of courses in fine art and literature appreciation, music, and regularly stage a drama performance in order to stimulate students' creativity and developing their sense of humanity.
source: http://www.jtis.org/index_e.htm
The reason why we chose JTS as our interview option is because personally i have a very strong attachment and feeling for the school since i have practically grew up there and it is a homeland's emotional attachment for me. Moreover, they really have successfully built a strong corporate identity and positive image throughout the year and we wanted to know how they do it.
source: written by Melody 2017.Nov.9
THE FOUNDING OF JTS
- Jakarta, the capital of Indonesia, is known as the business center of various industries from Taiwan. Due to the increasing investment from Taiwan, there was a need to offer the children of those investors a complete and ideal school to provide Kindergarten to High School ages appropriate education in their mother language. Thus enabling the students to continue with the Taiwanese Curriculum easily whenever they returned to Taiwan. With the efforts of the Taipei Economic and Trade Office in Indonesia, Jakarta Taipei School was founded in 1991.
ESTABLISHMENT OF SCHOOL
Establishment of JTS based on decree dated 23 May 1991 issued by the Indonesian Ministry of Education and Culture, the Republic of Indonesia and decree dated 10 January 1992 issued by the Overseas Chinese Association. On 5 August 2002 through a decree issued by the Indonesian Ministry of Education and Culture, JTS became Jakarta Taipei International School and began to accept students of all nationalities.
VISION
Experimental
Jakarta Taipei International School (JTS) is an experimental school for boys and girls from kindergarten up to senior high school.
Multilingual
JTIS is a multilingual experimental school. As a necessity of the overseas multicultural environment, besides Chinese language, English is taught from kindergarten and Indonesian, as the third language is introduced in elementary and studied until senior high school.
Succession
JTIS is the overseas school for Taiwanese children in Indonesia as well as for other nationalities who have an interest in learning Chinese language and culture.
This school has become the center of extension Chinese education and culture in Indonesia.
Competence
Jakarta Taipei International School is committed to equipping our students with essential abilities in problem solving, science and lifelong learning.
OBJECTIVES
Horizon Broadening
Through multilingual education we seek to strengthen students perception, furnishing them with global view and open mindedness.
Homeland Loving
Teaching our students to embrace Indonesia, natural environment and to cultivate love for their homeland.
Coherent Education
A coherent education system from kindergarten to secondary education, our curriculum
focuses on the consistency of general knowledge, e-learning as well as multilingual education.
Refined Education
The combination of our beautiful campus (currently being extended with state of the art kindergarten) and a curriculum designed by our conscientious faculty ensures a true realization of refined education.
Humanities
We offer a variety of courses in fine art and literature appreciation, music, and regularly stage a drama performance in order to stimulate students' creativity and developing their sense of humanity.
source: http://www.jtis.org/index_e.htm
Interview Questions
Let the person introduce themselves
1. What is __________?summarize the business briefly? Including: Company name,Founder,Year of establishment
2. What are their products or services ?Product or service (external values)
3. Where is the home base of your business? (Is it promoting any culture or tradition)
4. What Concept is the company based on?/What is the company’s vision?
5. What is the company’s mission ?
6.What is your target market?
7.What other companies would you consider as competition? What makes your company different from their competitors?
9. How do workers here make sure the customers are satisfied?
10. How would you explain the meaning behind the logo of the company?
13. How do you keep the company evolving and innovative, manage a strong corporate identity even as years?
Let the person introduce themselves
1. What is __________?summarize the business briefly? Including: Company name,Founder,Year of establishment
2. What are their products or services ?Product or service (external values)
3. Where is the home base of your business? (Is it promoting any culture or tradition)
4. What Concept is the company based on?/What is the company’s vision?
5. What is the company’s mission ?
6.What is your target market?
7.What other companies would you consider as competition? What makes your company different from their competitors?
9. How do workers here make sure the customers are satisfied?
10. How would you explain the meaning behind the logo of the company?
- Is there a tagline to your logo?
- What does the logo aim to say about your company?
13. How do you keep the company evolving and innovative, manage a strong corporate identity even as years?
interview video
interview subtitle
about cler's bakery
Clér is a 100% homemade based bakery, from crusts to the best selling Baileys Cream tart all made genuinely by hand. It is founded in 2011, started because of Cler's personal interest and love for baking and pastries. Clér's specialty are chocolate tarts, brownies and cookies, all made original from her kitchen with affordable price yet tasty pastry. Its promise to always be kind, serve with heart and polite to their loyal customers.
Clér is a 100% homemade based bakery, from crusts to the best selling Baileys Cream tart all made genuinely by hand. It is founded in 2011, started because of Cler's personal interest and love for baking and pastries. Clér's specialty are chocolate tarts, brownies and cookies, all made original from her kitchen with affordable price yet tasty pastry. Its promise to always be kind, serve with heart and polite to their loyal customers.
Company name: Cler’s homemade indulgence
Founder: Clerissa Halim
Product or service (external values): online bakery store selling homemade chocolate bakery: cupcakes, cookies and cake
Message of the company ( company’s internal values): 100% home made, so its very friendly and good for health, delicious and yet affordable
Company’s mission: expand the business into a real life bakery shop
Company’s cultural values: we promote the culture of home-made bakery especially in baking chocolate specialized bakery
Purpose and function of the product: to provide delicious and 100% homemade bakery to everyone to enjoy our homemade delicacy, especially home baked chocolate indulgence
Target market: middle class and above
Customers’ satisfactions: we ensure that our workers are very polite and informative to always fulfill the customer’s needs and satisfactions
Competition: few of other online bakeries that focused on the same thing, the different is that i made all of the food from scratch
Organization’s image: a friendly and healthy bakery to provide delicious handmade chocolate pastries for all ages
Company name: Cler’s homemade indulgence
Founder: Clerissa Halim
Product or service (external values): online bakery store selling homemade chocolate bakery: cupcakes, cookies and cake
Message of the company ( company’s internal values): 100% home made, so its very friendly and good for health, delicious and yet affordable
Company’s mission: expand the business into a real life bakery shop
Company’s cultural values: we promote the culture of home-made bakery especially in baking chocolate specialized bakery
Purpose and function of the product: to provide delicious and 100% homemade bakery to everyone to enjoy our homemade delicacy, especially home baked chocolate indulgence
Target market: middle class and above
Customers’ satisfactions: we ensure that our workers are very polite and informative to always fulfill the customer’s needs and satisfactions
Competition: few of other online bakeries that focused on the same thing, the different is that i made all of the food from scratch
Organization’s image: a friendly and healthy bakery to provide delicious handmade chocolate pastries for all ages
interview video
exercise 1: factors affecting corporate identity
Brief: Create presentation about factors affecting corporate identity. Determine how each factor is affecting.
Objectives: Develop an understanding of the ways a symbol or logotype can be limited by cultural, ethical, and commercial factors.
Objectives: Develop an understanding of the ways a symbol or logotype can be limited by cultural, ethical, and commercial factors.
research
corporate_identity_exercise_1.docx | |
File Size: | 391 kb |
File Type: | docx |
final presentation
exercise 2: historic origins of corporate identity
Brief: analyse brands' logo historical origins and identify the good and bad logos for each section.
Aim: understand the relationship between historical origin and the brand's visual image.
Aim: understand the relationship between historical origin and the brand's visual image.
exercise 3: corporate identity in graphic design
Brief: understanding the relationship between corporate identity in graphic design in terms of relevant factors, historical origins, communicating the final corporate message and aesthetic impact.
Objective: Learners will gain an understanding of social cultural and commercial contexts in which the corporate has evolved and currently defined.
Objective: Learners will gain an understanding of social cultural and commercial contexts in which the corporate has evolved and currently defined.
final assignment: brand identity with brand book
moodboard
concept 1: traditional
concept 2: futuristic
concept3: sustainable
mindmap
LOGO
manual sketch
digital development
About the logo
The logo consists of three elements: the sustainable symbol, logotype, the brandline
INARTS logo consists of three elements: sustainability and unity three symbol, the Brand INARTS logotype and the brandline ‘In arts We unite’.It symbolizes the characteristics of INARTS as the art and culture centre of Indonesian arts. With the main concept of establishing unity in diversity and the sustainability of inheritance of the art and culture.
The signature is a unique piece of artwork–sustainability symbol with 3 triangles symbolizing tree which is also nature and environment, the line shows continuos stroke which does not seem to stop to resonates the idea of sustainability. The logotype font is modern sans serifs with the brandline in expressive artistic handscript to show the artistic ambiance.
The Graphic elements
The signature graphic element is the sustainability and unity symbol with 3 triangles, symbolizing trees which indicate nature and environment, the line shows continuos stroke which does not seem to stop, resonates the idea of sustainability. The meaning behind the number 3 is based on the Pancasila third rule of Indonesia, which is “Unity in Diversity“. This is the main concept of our art and culture centre, to exhibit the unique arts and cultures of Indonesia, for the audience to understand and appreciate the beauty of their cultures and to exchange ideas and share thoughts. To connect and create bond of togetherness in long term. The symbol is also a symplified version of the design of the architectural building of our exhibition hall, which are triangular-shaped.
BUSINESS CARD
ENVELOPE
LETTER HEAD
STATIONERY SYSTEM
POSTER
The poster is designed to promote and advertise the INARTS art & culture exhibition centre, to display and exhibit the beautiful and unique Indonesian art works. Featuring famous artists who create masterpieces to portrait the beauty of Indonesian culture. The frame line is designed to show a framework of painting by the special featured artist, also symbolize connection and unity as a whole. To emphasize on our concept “In arts, We unite“, and the importance of unity in diversity. The painting could be exchange to another artwork for any special exhibition’s purpose.
PROMOTIONAL TOOL: MOBILE APP
The INARTS mobile app is digital promotional tool, to inform the audience about the art and culture centre. With updates of the latest exhibition and detailed information about each artwork. The audience are allowed to scan the artworks’ QR code to listen to the audio tour, also a personal account to save their favorite paintings as collection. Allowing them to have a platform to share ideas and exchange thoughts with other people.
This is to support our sustainable concept, with the usage of technology to replace printing brochures, to reduce the damage on the environment.
This is to support our sustainable concept, with the usage of technology to replace printing brochures, to reduce the damage on the environment.
MERCHANDISE: MUG
POSTCARDS
PINS
FINAL
brand book
business card
merchandise: mugs, pins, postcards
Corportae identity final assignment conclusion
For the final assignment we are assigned to create a brand identity with brand book, with the topic of uniting diversity in Indonesia.
After doing research relating the topic, especially pancasila. I wanted to help contribute in establishing the pancasila third rule, which is “unity in diversity”. I came up with the concept of developing an art and culture centre. To educate and remind indonesians of the beauty of their culture, especially understanding and appreciating the diversity. Thus establishing harmony and unity through arts and culture appreciation movement. As culture and art is the fundamental of humanity, and the cradle of life. Thus by starting a culture and art appreciation movement can result in a long term culture inheritance and peace.
The concept for the museum is sustainable, sustainable for both contributing to nature’s conservation and preservation and the sustainability of cultural inheritance. As sustainability means never ending and continuous, it supports the current situation of the country, as this is a rare topic and issue that people know or acknowledge about that is why i wanted to take this opportunity to raise awareness and call for action in not just committing in environmental friendly movement but also the inheritance of arts and cultures.After deciding the concept i also generate ideas for the centre’s name, the final name chosen is IN ARTS, meaning: Indonesian Arts, Inner appreciation for Arts, Initial beauty, Innovation and Invention with arts, Inheritance of Indonesian arts. We the brandline-tagline— “In arts, we unite”. As this is the brand’s core value and mission, establishing unity amongst diversity in Indonesia.
The INARTS brand core values are: artistic, creative, cultural, innovative, inheritance, connected, unity. The identity is shown in all the designs. From the color tone to size choice and paper material.
For the final assignment we are assigned to create a brand identity with brand book, with the topic of uniting diversity in Indonesia.
After doing research relating the topic, especially pancasila. I wanted to help contribute in establishing the pancasila third rule, which is “unity in diversity”. I came up with the concept of developing an art and culture centre. To educate and remind indonesians of the beauty of their culture, especially understanding and appreciating the diversity. Thus establishing harmony and unity through arts and culture appreciation movement. As culture and art is the fundamental of humanity, and the cradle of life. Thus by starting a culture and art appreciation movement can result in a long term culture inheritance and peace.
The concept for the museum is sustainable, sustainable for both contributing to nature’s conservation and preservation and the sustainability of cultural inheritance. As sustainability means never ending and continuous, it supports the current situation of the country, as this is a rare topic and issue that people know or acknowledge about that is why i wanted to take this opportunity to raise awareness and call for action in not just committing in environmental friendly movement but also the inheritance of arts and cultures.After deciding the concept i also generate ideas for the centre’s name, the final name chosen is IN ARTS, meaning: Indonesian Arts, Inner appreciation for Arts, Initial beauty, Innovation and Invention with arts, Inheritance of Indonesian arts. We the brandline-tagline— “In arts, we unite”. As this is the brand’s core value and mission, establishing unity amongst diversity in Indonesia.
The INARTS brand core values are: artistic, creative, cultural, innovative, inheritance, connected, unity. The identity is shown in all the designs. From the color tone to size choice and paper material.