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Content History 2 Corporate Level 3 Client Level 4 Brand Pyramid 5 Brand Architecture 6 Logo Elements 7-8 Logo Griding 9-10 Minimum Size 11-12 Exclusion Zone 13-14 Typeface 15-16 Colour Palette 17-18 Alternate Agreement 19-20 Colour Variation 21-22 Signature Misuse 23-24 Signature Background Misuse 25-26 Stationary Application 29-32 Publicity Material 33-36 Website Design 37-38 Flyer 39-40 Magazine Advertising 41-42 Contact Person 43-44

1


History Began its unbranded roasted peanut business

Start Garuda Coated Peanuts

1979

1995

Entered into non-peanuts Snacks market business

Launched the new logo of GarudaFood.

Launched Mountea Sparkling, The first Fruit Tea Carbonated drink

2005

2007

2013

1987

2002

2006

2011

Started to use Garuda as brand of roasted Peanut

The beginning of GarudaFood’s entry into beverage business

PT Tudung Putra Putri Jaya (Tudung Group) was established as the holding company

Established a JointVenture company with Suntory Japan, named PT Suntory Garuda Beverage

2


Corporate Level Mission We are a transformation making company that creates value to society based on interdependent co-arising

Vision Indonesia’s Leading Food and Beverage Company

3


Client Level Mission Providing consumer with high quality and tasty food

Vision Indonesia’s Leading Food and Beverage Company

4


Brand Pyramid President Commisioner Dorodjatun Kuntjoro-Jakti

Commisioner Sudhamek AWS

CEO Hardianto Atmaja


Brand Architecture Tudung Group is a holding company that has 4 Lines of Business (LoB): 1. 2. 3. 4.

LOB FOOD (GarudaFood) that focuses on the manufacturing and marketing of snacks, biscuits, confectioneries, basic food and dairy. LOB BEVERAGE (under Suntory Garuda Beverage*) that focuses on the manu facturing and marketing of non-alcoholic beverages. LOB DISTRIBUTION (SinarNiaga Sejahtera) that distributes food and beverage products of GarudaFood Group throughout Indonesia. LOB AGRIBUSINESS which consists of PT BumiMekarTani (Peanut plantation) and PT Garuda Bumi Perkasa (CPO mill).

6


Logo Elements The term “Garuda” comes from Indonesian language of “Eagle” in which plays a big part as a symbol of this company. Being an Indonesia based company, Garuda Food choose “Garuda” as their mascot which represents the identity of their country and that they are to give their best services in their respective field to this country. The redesigned logotype is inspired by a merging between a leaf and the garuda itself. The Garuda stands for the identity of this company, having been established for more than 50 years with this name. The leaf represents the eco-friendly and healthy products of this company which we hope to attract more consumer who support the idea of ‘living green’.

7


+ 8


Logo Griding

9


x 0.3 cm

10


Minimum Size The elements in the logo must retain their visibility due to ease of recall and recognition issue. Hence, there is a minimum size requirements to ensure its legibility. Do not produce this logo smaller than 25% of 6cm x 3cm.

11


50%

w: 2 cm h: 3 cm

25%

w: 1 cm h: 1.5 cm

100%

w: 4 cm h: 6 cm

75%

w: 3 cm h: 4.5 cm

12


Exclusion Zone

To maintain its visual integrity, this logo is not to appear linked or crowded by other visual graphic elements. In order to prevent this mishap an exclusion zone is defined in x, where x is quarter size of the logo width of 4cm.

13


x

x = 1/4 logo

x = 1/4 logo size

14


Typeface The Typography chosen for this company is sans-serif fonts, Century Gothic and Calibri. They are chosen for their simplicity and elegance. These fonts are also easy to be found in any computer and is readable for its wide and thin shape.

15


Century Century Gothic Century Gothic

Calibri

Calibri

Gothic

Calibri

16


Colour Palette The colour chosen are orange, blue, and green based on Pantone Uncoated book. The three colour are chosen based on their psychology meaning that complies with the corporate of this company. Orange represents the element food in this company. It subtitutes the presence of red which was found in the previous design. Red was subtituted due to the low contrast it has to blue. Green represents the eco-friendly elemet in this company. As a food company it is recommended to attach natural element that implies the company use natural and fresh ingredients in their products Blue is the main colour or the previous design. It represents loyalty of the company towards cosumer. Also it gives a ‘wise’ impression to the company, considering how Garuda Food is a massive and old company.

17


10% 20% 30% 40% 50% 60% 70% 80% 90%

100% PANTONE 639U C = 79.9 % M= 21.0% Y = 7.73% K =0.00%

PANTONE 366U C = 36.1% M= 0.00% Y = 66.7% K =0.00%

PANTONE 7488U PANTONE 1375U C =61.1 % M= 0.00% Y = 87.3% K =0.00%

18

C = 0.00% M= 49.8% Y = 79.8% K =0.00%


Alternate Agreement There are two extra arrangement of this logo. It is prohibited to use other arrangement out of these.

19


Horizontal arrangement with company name

Vertical arrangement with company name

20


Colour Variation There are two variations of colour available to be used, monochorome and grayscale. However, original colour is still prefered over the variations. Other colour variation unlisted may not be used.

21


Monotone

Grayscale

22


Signature Misuse The followings are improper usage of Garuda Food. Garuda Food logo has its determined proportion and agreement of elements. Please use the provided digital art file at all time. Do not recreate, test, remodel, or alter the logo design.

23


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus bibendum augue turpis, a vehicula est tempus in. Aenean pellentesque magna non mi blandit, sed ornare libero porta. Mauris vitae nisi tempus, imperdiet arcu et, aliquet lacus. Ut rhoncus sapien id justo bibendum, eu consectetur dui gravida. Duis fringilla id risus at viverra. Integer quis ligula nisl. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam sit amet erat ac lorem porttitor posuere.

x

Do not use outline style

x

Do not use different colour Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus bibendum augue turpis, a vehicula est tempus in. Aenean pellentesque magna non mi

adipiscing elit. Phasellus bibendum augue turpis, a vehicula est tempus in. Aenean pellentesque magna non mi blandit, sed ornare libero porta. Mauris vitae nisi tempus, imperdiet arcu et, aliquet lacus. Ut rhoncus sapien id justo bibendum, eu consectetur dui gravida. Duis fringilla id risus at viverra. Integer quis ligula nisl. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam sit amet erat ac lorem porttitor posuere.

x

Do not override with other object

x

Do not incline

24

x

x

Do not use black only or white with black outline


Signature Backgroud Misuse Garuda Food logo may not compell with certain background style like block colour or photography. Do use the proper version of the logo to achieve a distinct and clear shape to the specified background. The following are misuse examples on background

25


r

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus bibendum augue turpis, a vehicula est tempus in. Aenean pellentesque magna non mi blandit, sed ornare libero porta. Mauris vitae nisi tempus, imperdiet arcu et, aliquet lacus. Ut rhoncus sapien id justo bibendum, eu consectetur dui gravida. Duis fringilla id risus at viverra. Integer quis ligula nisl. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam sit amet erat ac lorem porttitor posuere.

x

x

Do not overlay logo on text

Do not use original logo on photographs

26


Stationary Application 27


Folder

24cm

48cm

35.5cm

12cm

front

back

inside

The folder’s holder has three different variations of colour

28


Envelope 2cm

6cm

5cm

5cm

front

1cm

11cm

inside 23cm back

29


Tape diameter: 10cm

width: 6cm

The tape has three different colour variations like the folder

30


Name Card 8.5cm The height of the name card is coloured with the three colour combination 5cm

front

2cm back

31


Letter Head 5cm

The letter head also has three variations of colour corresponding to the other stationary

29.7cm 18cm

21cm

32


Publicity Materials 33


Paper Bag Paper Bag is made from Art paper 260gsm and laminated with dove type lamination. The inside of the bag is grey and the outside has three different variations. The sides of the bag is peanut printed. The Paper bag has two sizes, one for small luggage and the other for big lugages

Small Luggagge Width Height Thickness

: 23cm : 50cm : 12cm

Big Luggagge Width Height Thickness

: 60cm : 50cm : 15cm

34


Keychain Keychain is made from clear acrylic with zinc hanger attached on top. The size is 4.5cm with the original proportion of the logo.

4.5cm

35


Umbrella Umberlla is made from PVC material with iron and plastic handle. The top part that is exposed to the sun has three colours like the stationary and a white version of the logo on one section only. The inside of the umbrella is printed nut pattern and has original Garuda Food logo on each section of the umbrella. diameter: 120cm

36


Website Design 37


Horizontal Logo with company name

Century Gothic

Verdana

Century Gothic

38

Century Gothic


Flyer Design 39


40


Magazine Advertising 41


42


Contact Person


Contact If there is any question please contact the email served

Bella Ursia

annabellaursia@rsr.raffles-designer.com This book is created in 2013, for further change in this book please contact the head office. Jl. Wahab Affan No. 135 Medan Satria Bekasi Barat 17132 Ph.(+6221) 8843210


Garuda food rebranding