INDONESIAN DANCE FESTIVAL
Heritage of Tomorrow
studio
Minded Studio—Jakarta,IDN
Project type
Strategy, Branding Identity, Collaterals
Strategy, Creative Lead
Michael Tan, Miranty Annisareta
Graphic Designer
Caisa Nilaseca, Lefrans Gilbert
Project & Account Manager
Marcellyna Citra
2023
INDONESIAN DANCE FESTIVAL (IDF) is a well-established event that showcases contemporary dance from Southeast Asia for over 30 years. It has a long and storied past, but in recent years, it has struggled to draw in new viewers. IDF provides a forum for artists and aficionados to meet and flourish, as well as a view into the thriving Southeast Asian contemporary dance scene.
IDF founders are committed to sustaining their ideals and revitalizing the organization for future generations. This requires a strategic position that balances both sides' objectives: to establish a new brand that brings together heritage and future. This new identity will blend Indonesian dance tradition with a global perspective of tomorrow.
The brand mark and color gradient conveyed an organic flow, evoking fluidity and inspiration from physical movement. The brand introduction marks a milestone in IDF and YLTN's revival. The brand elements were designed with a clever and simple system to maintain consistency. This allows for creative exploration while following the guidelines.
Harmoniously Side-by-Side
The brand mark for YLTN is designed to be sleek and mature, incorporating an unassuming flow that resembles the brand mark for IDF. This design allows the logo to function independently while also being harmonious when placed side-by-side.
The revised brand positioning enables IDF and YLTN to expand their audience reach and convey their message more effectively. IDF, as the primary brand, can adjust to various festival themes while maintaining relevance to the audience.
The revised brand positioning enables IDF and YLTN to expand their audience reach and convey their message more effectively. IDF, as the primary brand, can adjust to various festival themes while maintaining relevance to the audience.
