Brand identity

session.09. November 05.07Prepared by: Jacky Cahyadi, S.Sn.Feng Shui of Logo

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Feng ShuiWhat is that?

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Feng Shui is the skill and art of design and placement with reference to nature and the cosmos.It was practiced by the Chinese for thousand of years to achieve balance and harmony in their cities, homes, palaces, public buildings, private places of work, landscape gardens and temples.

Evelyn Lip said

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a good life

Balance and Harmony

a good design

The balanced application of yin and yang elements in the design

Achieved

Accomplished

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All things shapes and colors can be classified under

yin or yang, and their elements and nature of yin and yang related either harmoniously and disharmoniously to people depending on the nature and elements of the people

5the

elements

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wood

fire

earth

gold

water

The Five elements and their colors and numbers associated

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8

7

5

9

6

The element of people depending on their time of birth

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5 Elements Time of Birth

Wood

Fire

Earth

Gold

Water

11 pm to 3 am

3 am to 7 am

7 am to 11 am

11 am to 3 pm

3 pm to 11 pm

The elements of birth are closely associated with directions (for the hanging of signboards and placement of logos)

5 Elements Directions

Wood

Fire

Earth

Gold

Water

East

South

Centre

West

North

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The shapes of the various elements

earth

gold

fire

wood

water

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Elements that are compatible and can be paired

WATER-WOOD

WOOD-FIRE

FIRE-EARTH

EARTH-GOLD

GOLD-WATER

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Elements that are incompatible and shouldn’t be paired

EARTH-WATER

WATER-FIRE

FIRE-GOLD

GOLD-WOOD

WOOD-EARTH

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exam

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OPEL logo is formed of gold and water element,This is an auspicious sign because the elements are compatible

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When 3 elements are used, the compatible combinations are

GOLD-WATER-WOOD

GOLD-EARTH-FIRE

GOLD-WATER-WATER

GOLD-GOLD-WATER

WOOD-WOOD-FIRE

WOOD-FIRE-EARTH

WOOD-WATER-GOLD

WOOD-FIRE-FIRE

WATER-WATER-WOOD

WATER-WOOD-WOOD

WATER-WOOD-FIRE

WATER-GOLD-EARTH

FIRE-WOOD-WATER

FIRE-EARTH-GOLD

FIRE-EARTH-EARTH

FIRE-FIRE-EARTH

EARTH-GOLD-WATER

EARTH-FIRE-WOOD

EARTH-GOLD-GOLD

EARTH-EARTH-GOLD

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The alphabet can also be classified under the five elements

Gold

Wood

Wate

r

Fire

EarthC

QRSXZ

GK

BFHMP

DJLNTZ

AWYEOIUV

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PHP and H are bothof water element

DYD is of Fire elementand it is compatible withY (Earth)

These are important to make an initial Letter Logo

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The Yin and Yang of Logo Design

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Yin represents feminine qualitiesYang represents masculine qualities

Union of them in nature and in man-made things produced harmony and beauty

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Logos for (a) a company dealing with mild steel grilles, (b) a chemical company,(c) A water purification plant

example

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Chinese and Oriental symbols

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Chinese and Orientals have used symbols to represent their desire and wishes since time immemorial

Oriental symbols can be divided into four categories for logos, namely, animal, plant, natural phenomenonand geometry.

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Sym

bols

(an

imal)

Sig

nifi

can

ceBatBearCraneDeerDragonEagleElephantFishFoxLionPhoenixPigRooster (Ayam Jantan)SnakeTigerTortoiseUnicorn

ProsperityStrength/Yang QualityLongevityWealthPowerStrengthStrength/WisdomSuccessCunning (Cerdik;Licik)StrengthYin PowerWealthReliabilityCunningCourageLongevityWisdom

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Sym

bols

(p

lant)

Sig

nifi

can

ce

BambooChrysanthemumPeachIrisPeacockPinePlum

LongevityAutumnLongevitySpringBeautyLongevityEndurance (kesabaran)

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Sym

bols

(N

atu

ral Phenom

enon)

Sig

nifi

can

ce

Cloud

LightningRainRising SunSunWater RipplesWind

Heavenly blessing/ Spiritual qualityStrikingUnion (Yin and Yang)ConfidenceSpring/BeginningWealthMovement

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Sym

bols

(G

eom

etr

y)

Sig

nifi

can

ce

FloralRectangleRound/Circular

SquareTriangleTrigramTrigram QianTrigram KunTrigram ChenTrigram KanTrigram KenTrigram Sun Trigram LiTrigram duiTortoise ShellZigzag shape

BeautySymmetry/Wood elementHeavenly blessing/Completeness/gold elementStability/Earth elementInstability/Fire elementMythical PowerVitality/HeavenAccentuation/EarthChanges/ThunderSpiritual Strength/MoonHalting/MountainGrowth/WindSeparation/LightningSatisfaction/WaterLongevityMovement/Water element

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Trigram

Chen

Dui

Kun

Ken

Kan

Qian

Sun

Li

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exam

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The Logo of Wella, a company selling hair care products, is an artistic and expressive design consisting of an abstract image of a lady with long flowing hair and the letters W (yin, Earth Element), E (yin, Earth Element), L (yang, Fire Element), L (yang, Fire Element) and A (yin, Earth Element). The logo is auspicious because its yin / yang and elements are balanced.

Apakah Fengshui dalam logo perlu?

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Depends on our clients and culturesJika klien kita memiliki kultur tionghoa yang cukup kuat, dan selama brand tersebut dimiliki atau ditujukan kepada komunitas Tionghoa,Biasanya Feng Shui berperan.

Namun Feng Shui tidak menjadi penting di mana customer base-nya tidak peduliSoal Feng Shui.

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examples

Bank Permata5 Banks merger, 85% customer are Chinese Community

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Bank Permata LogoBentuk logonya tiga segitiga dengan mengarah/menancap ke bawah,segitiga memiliki unsur api, sedangkan untuk sebuah Bank olehFeng Shui consultant unsur api dilarang karena berarti uang terbakar.

Jikapun harus api, arahnya tidak boleh ke bawah karena tidak balance, mudah goyah

Bank itu uang dan seharusnya Bank itu metal / logam sehingga bentuknya seharusnya lingkaran.

The conclusion: Berapa banyak Bank Permata melanggar Feng Shui, hal inisempat membuat Feng Shui Consultant stress.

examples

See on this reference: Design and Feng Shui of Logos and Signboard by Evelin Lip (1995)

MORE KNOWLEDGE ABOUT FENGSHUI OF LOGOS…

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Thank You for your attentionand see you next week