FRANKFURT BOOK FAIR
Introducing 17.000 islands of imagination to the world
In 2015, Indonesia was the Guest of Honour in the Frankfurt Book Fair. It was the first time Indonesia had its presence in the oldest and biggest book fair in the world, and one of the most successful international cultural diplomacies for Indonesian creative economy.
Service
Branding & Exhibition
Brand
Indonesia as Guest of Honour
Client
Ministry of Education and Culture
17.000 Islands of Imagination is not only a numerical entity but also a metaphor of difference – in terms of the geographical index and cultural expression. It is famously said that a nation is an imagined community. Undeniably, imagination plays an important role in shaping the unity. In Indonesia’s history, with the Indonesian language used as lingua franca, the role of verbal and visual communication is crucial. Indonesia’s presence in the Frankfurt Book Fair as Guest of Honour serves as a statement of the process of becoming Indonesia.
The logogram was carefully arranged to mimic lanterns composition in pavilion design. The letter “i” is the first letter from the word “Indonesia, Island, and Imagination”. The purpose of the design concept is to have unity in diversity in the design identity. To show the diversity of Indonesia in a modern, contemporary way, and spark imaginations.
We developed an open design system composed of structured patterns that can transform into different dynamic images. From the letter 'i' to the shape of Balinese barong head, volcanoes, kites, komodo dragons, Phinisi boat, the possibility is endless. Inspired by the unique ways of our people share their stories and dreams through verbal and written languages, We consolidated this rich and diverse tradition into attractive symbols and distinguished visual language that tells our story.
The diversity of Indonesia is a sacred concept. We celebrate this in the identity through color, forms, facets, and structures. We realized that if we need to allow Indonesia as Guest of Honour in Frankfurt Book Fair to flex, grow, and evolve along with a growing and changing global population and connect dynamically with future opportunities through the publishing and literature world.
Words, images, Myths, Movements, and Indonesia
Images and spaces are the realms of the visual. But eyes cannot be the only power that creates knowledge. We have stories. Moments of suspense. Laughters. The brand identity is expandable as far as 17.000 island of imaginations. A grand tradition of oral storytelling, an expressive tradition of poetry in a contemporary way.
