Kayonan Consul+ng. Logo Concept Document 28 December 2015 Dennis Walker For: CrowdSPRING

Transcription

1 Kayonan Consul+ng Logo Concept Document 28 December 2015 Dennis Walker For: CrowdSPRING

2 Business Descrip+on Kayonan is a new, Asia based (Thailand) consul+ng business that strives to help transform corporate, government, NGO, academia, and individual mindsets to lead to more a sustainable way of thinking and living on on the planet we share. Underlying this is the goal to shit society to a more sustainable, thriving and flourishing human culture that is awake and conscious of the impact of behaviors. One of the most important tools that we use in sustainability consul+ng (we are agents of change) is the discipline of Systems Thinking. This is a method that uses a Iceberg Metaphor to illustrate that if change is to be transforma+onal and long las+ng it must start at the base of the iceberg, which is the mental models (beliefs, values, ideas) of the members of society. At the top of the iceberg, the part that we can see above he water, it is only events that we see happening, like climate change. Climate change is a problem, but it is not THE problem. The problem is the mental models (they way of thinking and doing) that got us into the problem of climate change and many other wicked problems. Please see following Iceberg Diagram slide for your understanding. Logo Design Idea: Is there a way to incorporate the iceberg in a logo embedded in a Tree of Life design AND represents systems thinking? Maybe too much in one design. Can we have a logo that represents the Tree of Life and the Iceberg, which represents increasing consciousness achieved through transforma+on of mindsets that are at the base of the iceberg model (See Iceberg Diagram slide) and the Tree of Life component is the change component and the good and bad elements that always exist in the world. See detailed following slides about the Kayonan. Systems Thinking: This is a process of thinking about the superscharged cause and effect of everthing on everything. We look far beyond the first or second level cause and effect as it might related to a companies profits and go further to understand the economic, social, environmental, and the individual well-being implica+ons of the decisions and ac+ons of corporate, government, individual, academia, and civil society. See Systems Thinking Map slide for example of how deep we go in systems thinking before making a decision to act so that we undersand the poten+al consequences of our ac+ons and decisions. Kayonan Customer (the audience): will be primarily Asian based, owned and operated businesses as well as mul+na+onal corpora+ons. So, the logo should have a Eastern influence, that is why I chose Kayonan as the name as it is a Asian theme. The logo must at the same+me be interna+onal. It should apply to young and mature business professionals in senior management roles.

3 Please follow these guidelines: Logo Design Guidelines (as per crowdspring) 1. Strong/Balanced. 2. Simple. 3. Memorable. 4. Flexible. 5. Colors (I want the logo in both black and white AND color). 6. Timeless. 7. Unique. 8. Typography. 9. Branding. 10. Vector is Best. Here is the link to these logo guidelines provided by crowdspring: hips://

4 Design Package Requirements I will need the logo and also the company name Kayonan Consul+ng in text that works with the logo. I Don t know if this is two separate things are one design thing. I need a graphic logo for the business, but also the name will also need to be shown in text that fits the logo and is placed in the correct place in the logo. Perhaps this point needs more discussion as I am not clear on the details of how this part of the design process works. Logo in Color Version Logo in Mono Color Version Logo in Black, White, and Gray Version Files Required: vector,.ai,.pdf,.eps (all fully editable so that I can modify as needed in the future) Other Files:.jpg,.png.png file with transparent background for use on website, etc. The logo will be put on sta+onary, business cards, website, packaging, signage, and clothing, etc.

5 Iceberg Diagram

6 Systems Thinking Map (System Map Analysis of war in Afghanistan)

7 Kayonan Descrip+on 1/2 Kayonan is sansakrit for Tree of Life. The Kayonan represents the Tree of Life in Balinese shadow theatre. It s twirling dance opens and closes each performance. Without Kayonan, there is no theatre. Allegorical approach the theatre. Shadow puppet theatre is called Wayang Kulit in Indonesia and is par+cularly popular in Bali and Java. The Dance of the Kayonan The Dalang places the Kayonan center-screen/stage, signaling the close of the play. The Kayonan (Kayon puppet) is the shadow puppet that opens and closes the and remains in place throughout the shadow puppet performance. It comes in 2 forms: the Tree of Life or the Holy Mountain, when it is called Gunungan. It is placed right in the center and separates the basically good puppet characters on the right and the basically bad puppet characters on the let of the screen. The Tree also links the upper and lower worlds and its branches extend equally to the let and right. When the puppeteer opens the performance with the fluier of this puppet, it is a sign that he is climbing the tree to the realm of the gods. He invites the audience to walk through the doors and join him. The Kayonan, is the dance of the Kayonan puppet, shaped like a tree and symbolically represen+ng, among other things, the media+on and higher unity between the two sides represented as let and right in the wayang. Wayang Kulit, shadow puppet: Kayonan, Tree of Life.

8 Kayonan Descrip+on 2/2 The Tree of Life, Kayonan, puppet dance. It symbolises the first crea+on of the universe through the evolu+on of five universal elements (the panca maha butha) of life: earth, water, fire, wind and ether. Regardless of the selected story and context of the performance, the Kayonan puppet always begins and ends the show, in addi+on to making appearances in between the acts (Babak or Babad). The Kayonan puppet dance is accompanied by a musical piece called Taru Men+k, blooming tree. Kayon or Kayonan: symbol of the world tree, which marks the neutral center between the posi+ve and nega+ve energies of the universe in Indonesian shadow puppet theater, where it is used to signal the start of a play and scene changes, as well as to represent natural landscapes. All forms of life are composed of Panca Maha Bhuta, or five elements, namely: ether or space (akasa), water or liquid (apah), wind or air (bayu), fire or heat (teja),and dense maier or earth (per+wi). When we die, all the elements we are made of are recycled back to the universe at large FOUR DIRECTIONS (Compass): The concept of Catus Pata, or four direc+ons, is that from each person emanate four direc+ons north, south, east, and west, meaning that our iden+ty as humans comes from our orienta+on in rela+ve space and that we have an intrinsically social nature; we need to interact with our environment and other people in order to live. Wherever you are located, you are in the center. You need to adopt a middle view to maintain balance with what is around you. Extending from this is the belief that each of us is born with four spirit siblings (Kanda Empat) who can protect us from all four direc+ons throughout our lives. BALINESE CONCEPTS OF HARMONY IN THE MANDALAS: (1) Divine oneness, (2) Our place in the universe, (3) Interconnetedness, (4) Five elements, (5) Four direc+ons, (6) Three causes of harmony, (7) Duality, (8) Devo+on Principles in Prac+ce. WHY MANDALAS? I know that mandala is a Sanskrit word for circle. The term is used to refer to various kinds of magic circles, circular images of microcosm and macrocosm, and various shrines for ritual and medita+on found across the Hindu-Buddhist world. It is also the name of the chapters of the Hindu holy book, Rig Veda. In the West, the psychologist Carl Jung also described the mandalaas a symbol of the self and inner harmony.

9 Wayang Tree of Life (WToL) Examples NOTE: I don t necessarily all of like these designs. They are examples of the Tree of Life design interpreta+on and given just to give you, the crea+ve, some food for thought. My logo will need to be more professional. This fan shaped item is called a Kayonan and is used in Balinese and Javanese Wayang Puppet Theater in Indonesia. It, as men+oned in my Kayonan slides, represents the Tree of Life in these theatrical plays and is used to designate a change in the scenes of a play or theatrical performance. These are ar+s+c representa+ons of the Tree of Life. These are Tree of Life images, but different ar+s+c interpreta+ons used for Wayan Theater whereas the images that follow (ToL) are straight ar+s+c representa+ons of the Tree of Life

10 WToL 01

11 WToL 02

12 WToL 03

13 WToL 04

14 Logos I Like (These logos are organized in order of my preference)

15 Logo 01 What I like about this logo design: This is only first on the I like list because the image does a good job at communica+ng the concept of the iceberg illustrated on Slide 5 of this concept document. However, there typically more under the surface than above (i.e. tree roots and icebergs) than is communicated in this logo. It is interes+ng logo, but perhaps a tree concept with roots below and trunk and branches above (since Kayonan represents the tree of life) would be more suitable. I am s+ll on the fence regarding whether or not I want a iceberg or tree concept perhaps something that integrates both. That s why I need help from a professional, as I need outside objec+ve and ar+s+c advice.

16 Logo 02 What I like about this logo design: I really like the funness, cleverness, and simplicity of this logo. It does not communicate my concept, but something with these design elements would be cool. I do like black and white too. But will need a color version, I think.

17 Logo 03 What I like about this logo design: This logo I like because it is a nice ar+s+c representa+on of a tree and it is nice in both this black and white and color varia+on. I like the idea of having a color and b&w version. Only problem with this logo, it does not have roots that communicate my concept. hips://

18 Logo 04 What I like about this logo design: I like the art in this logo. Not sure what I like about it, but it draws my aien+on and interest. Perhaps that s one of the characteris+cs that a logo should have: it communicates the message, but also peaks the curiosity of the audience, but for unknown or hard to define reasons.

19 Logo 05 What I like about this logo design: I ve always liked the WWFs logo. It is simple, clean and communicates what they are all about.

20 Logo 06 What I like about this logo design: Like the simplicity and clean lines of this logo. Symmetrical. I like the integra+on of the rocket and the launch flames with the circle to balance it out.

21 What I like about this logo design: Simple, ar+s+c, clean and elegant. Logo 07

22 What I like about this logo design: Simple, clean, and fun. Logo 08

23 Logo 09 What I like about this logo design: Clean, ar+s+c. Like how the cow is actually growing out of the earth and also part of the air with the vague boundaries, no lines to define the star+ng point and ending point.

24 Logo 10 What I like about this logo design: Good integra+on or blending of logo and text. Clean and simple with straight lines. Like the simple use of color as well.

25 Logo 11 What I like about this logo design: Another simple, but clean logo that communicates the the point very clearly.

26 Logo 12 What I like about this logo design: Just including example of a interna+onally recognized logo that is simple and powerful in represen+ng the brand.

27 What I like about this logo design: Also, interna+onally recognized, yet simple logos. Logo 13

28 Tree of Life (ToL) Examples NOTE: I don t necessarily like all of this style of Tree of Life design. They are examples of the Tree of Life design interpreta+on and given just to give you, the crea+ve, some crea+ve food for thought. My logo will need to be more professional than these examples. I don t think corporates would appreciate these specific images, even though I think some of them are ar+s+cally nice to look at. What I like and what the conserva+ve business world will accept are some+mes two different things. I always have to keep this in mind. These are not related to the Kayonan as per what is used in the Wayan Kulit Puppet Theater. These are ar+s+c representa+ons of the Tree of Life. Both are Tree of Life images, but different ar+s+c interpreta+ons for different purposes.

29 ToL 01

30 ToL 02

31 ToL 03

32 ToL 04

33 ToL 05

34 ToL 06

35 ToL 07

36 ToL 08

37 ToL 09

38 Business Card Specs I use a rough recycled paper to make my business cards. The following slide has a picture of my personal business card as an example of what I would like to con+nue to use in terms of material, color and size. Business Card Dimensions: Width: 7.1cm Height: 5.1cm Business card material may change in the future.

39 Business Card Address and contact info here hidden.

40 Business Card Address and contact info here hidden.

41 Business Card Address and contact info here hidden.

42 THE END