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

2. Visual Communication Design 02.session.09 Feng Shui What is that?

3. Visual Communication Design 02.session.09 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

4. Visual Communication Design 02.session.09 a good life Balance and Harmony a good design The balanced application of yin and yang elements in the design Achieved Accomplished

5. Visual Communication Design 02.session.09 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

6. 5 the elements Visual Communication Design 02.session.09

7. wood fire earth gold water The Five elements and their colors and numbers associated Visual Communication Design 02.session.09 8 7 5 9 6

8. The element of people depending on their time of birth Visual Communication Design 02.session.09 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

9. 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 Visual Communication Design 02.session.09

10. The shapes of the various elements earth gold fire wood water Visual Communication Design 02.session.09

11. Elements that are compatible and can be paired WATER-WOOD WOOD-FIRE FIRE-EARTH EARTH-GOLD GOLD-WATER

12. Visual Communication Design 02.session.09 Elements that are incompatible and shouldn’t be paired EARTH-WATER WATER-FIRE FIRE-GOLD GOLD-WOOD WOOD-EARTH

13. Visual Communication Design 02.session.09 example OPEL logo is formed of gold and water element, This is an auspicious sign because the elements are compatible

14. Visual Communication Design 02.session.09 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

15. Visual Communication Design 02.session.09 The alphabet can also be classified under the five elements Gold Wood WaterFireEarth CQRSXZCQRSXZ GKGK BFHMPBFHMP DJLNTZDJLNTZ AWYEOIUVAWYEOIUV

16. Visual Communication Design 02.session.09 example PH P and H are both of water element DY D is of Fire element and it is compatible with Y (Earth) These are important to make an initial Letter Logo

17. Visual Communication Design 02.session.09 The Yin and Yang of Logo Design

18. Visual Communication Design 02.session.09 Yin represents feminine qualities Yang represents masculine qualities Union of them in nature and in man-made things produced harmony and beauty

19. Visual Communication Design 02.session.09 Logos for (a) a company dealing with mild steel grilles, (b) a chemical company, (c) A water purification plant example

20. Visual Communication Design 02.session.09 Chinese and Oriental symbols

21. Visual Communication Design 02.session.09 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 phenomenon and geometry.

22. Visual Communication Design 02.session.09 Symbols (animal) Significance Bat Bear Crane Deer Dragon Eagle Elephant Fish Fox Lion Phoenix Pig Rooster (Ayam Jantan) Snake Tiger Tortoise Unicorn Prosperity Strength/Yang Quality Longevity Wealth Power Strength Strength/Wisdom Success Cunning (Cerdik;Licik) Strength Yin Power Wealth Reliability Cunning Courage Longevity Wisdom

23. Visual Communication Design 02.session.09 Symbols (plant) Significance Bamboo Chrysanthemum Peach Iris Peacock Pine Plum Longevity Autumn Longevity Spring Beauty Longevity Endurance (kesabaran)

24. Visual Communication Design 02.session.09 Symbols (Natural Phenomenon) Significance Cloud Lightning Rain Rising Sun Sun Water Ripples Wind Heavenly blessing/ Spiritual quality Striking Union (Yin and Yang) Confidence Spring/Beginning Wealth Movement

25. Visual Communication Design 02.session.09 Symbols (Geometry) Significance Floral Rectangle Round/Circular Square Triangle Trigram Trigram Qian Trigram Kun Trigram Chen Trigram Kan Trigram Ken Trigram Sun Trigram Li Trigram dui Tortoise Shell Zigzag shape Beauty Symmetry/Wood element Heavenly blessing/ Completeness/gold element Stability/Earth element Instability/Fire element Mythical Power Vitality/Heaven Accentuation/Earth Changes/Thunder Spiritual Strength/Moon Halting/Mountain Growth/Wind Separation/Lightning Satisfaction/Water Longevity Movement/Water element

26. Visual Communication Design 02.session.09 Trigram Chen Dui Kun Ken Kan Qian Sun Li

27. Visual Communication Design 02.session.09 example 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.

28. Apakah Fengshui dalam logo perlu? Visual Communication Design 02.session.09

29. Depends on our clients and cultures Jika 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 peduli Soal Feng Shui.

30. Visual Communication Design 02.session.09 examples Bank Permata 5 Banks merger, 85% customer are Chinese Community

31. Visual Communication Design 02.session.09 Bank Permata Logo Bentuk logonya tiga segitiga dengan mengarah/menancap ke bawah, segitiga memiliki unsur api, sedangkan untuk sebuah Bank oleh Feng 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 ini sempat membuat Feng Shui Consultant stress. examples

32. See on this reference: Design and Feng Shui of Logos and Signboard by Evelin Lip (1995) MORE KNOWLEDGE ABOUT FENGSHUI OF LOGOS… Visual Communication Design 02.session.09

33. Thank You for your attention and see you next week