Over the last eighty years, visitors have contrived various names for Bali praising its richness in culture, its extreme fertility, its endless beauty, and the artistry and the charm of its people. The names are range from ‘The Last Paradise’ to ‘The Morning of the World’, from ‘The Island of Gods to Island of Thousands Temples. If we imagine Bali as a product, various brands have been given to this single product, and the last attempt to give another brand for Bali was not come from the visitor to the island but from the Indonesian Ministry of Tourism and Culture.
A new brand for Bali which called “Bali: Shanti Shanti Shanti” has been launched by the Indonesian Ministry of Tourism and Culture. To shed a better light on this new brand for Bali, here is the explanation on the new brand provided by the Ministry of Tourism and Culture:
After going to every step within a precise methodological framework, the Bali Visual Branding has taken shape, taking into consideration the values of the prior finding. Inline with the brand differentiation that underlines the natural and cultural aspect, the visual and tagline of Bali branding is dominant with a spiritual feel. This leads to the emergence of philosophical elements and meaning to support the spirit of Bali.
The logo is explained in 4 steps:
- The visual elements
- The font
The triangle is a symbol of stability and balance. It is formed out of three straight lines in which both ends meet, taking the symbols of a blazing fire (Brahma – the creator), lingga or phallus. The triangle also represents the three Gods of the universe (Trimurti – Brahma, Wisnu, and Siwa), three stages of nature (Bhur, Bwah and Swah Loka), and three stages of Life (Born, Live, and Die).
The triangle also explains the essence of the brand that is influenced by Tri Hita Karana, the basic value that will guide us to a balanced life.
Hinduism has other philosophy and meaning of the triangle shape.
The symmetrical floral motif
If the triangle is folded, the motif on each side will be identically the same. This shows how balance becomes a vital part in the design of: the harmony and peace according to the brand vision.
The floral motif is strong and dominant. This enhances the creativity of Balinese that are known for their highly skilled craftsmanship. The floral motif is used to show the closeness of Bali people to their natural surrounding, emphasizing its most strong virtue, the beauty natural landscape.
The crown on the triangle
The crown is a symbol of: accomplishment, great awareness, and nobility. It is the pinnacle of balanced living noted in the Tri Hita Karana (balance relationship with others, nature, and the creator)
The Bali typography adopts the line and curves of the traditional Balinese alphabet. The B in Bali takes shape like a 3 and the Ang alphabet (Brahma’s sacred lettering). It is also consistent with the Tri Hita Karana, the triangle and the three-shaped B in Bali. A specific treatment is shown on the letter L, which rises and supports the crown. The true meaning behind it is the need to sustain a deep commitment from stakeholders to reach the highest achievement (crown).
Branding Bali uses 3 dominant colors that represent Bali: Red, Black, and White (Tri Datu). Red represents Brahma—the creator, white—Wisnu, the nurturer, and Black—Siwa, the destroyer. The collaboration of these 3 colors which represents 3 Gods (Tri Murti) will guard Bali and the life it supports to live in harmony and move forward in peace.
Tagline : Shanti, Shanti, Shanti
Shanti means “peace, if we say Shanti, we will be overflowed with a peaceful and harmonious spirit.
For Hindu people, Shanti is commonly said 3 times while adding the Om word (sacred script Ida Hyang Widhi Wasa—the one and only God) at the beginning and the end: Om Shanti, Shanti, Shanti Om which means peace be upon your heart, world, and the after life. Saying it 3 times is also consistent with the original concept that emphasizes the number 3 (Tri).
Shanti, Shanti, Shanti represents peace upon Bhuwana alit dan agung (yourself and the world) that will deliver a sacred and holy vibe that awakens a deep aura that balance and make peace to all living creatures.