Renewal of Bank Indonesia's Visual Identity as a Credible and Professional Institution with a Present-Day Approach
Exhibiting the Best Image of Bank Indonesia through a More Flexible, Consistent, and Time-Relevant Visual Identity Standardization.
Bank Indonesia is an institution tasked with maintaining the stability of Indonesia's currency in a dynamic and rapidly-changing world. The Public perception of Bank Indonesia's work as a credible and professional institution must always be maintained, especially through the communication of Bank Indonesia's visual identity. The role of Bank Indonesia needs to be strengthened through visual systems and strategies that enable efficiency and effectiveness in the design of institutional communications - ones capable of delivering services, commitments, brand mission, and culture.
CASE
"Maintaining public perception by regenerating the visual identity and implementing it consistently."In continuing to live out its commitment as a custodian of the Rupiah value, Bank Indonesia would like to remain relevant to all beneficiaries, especially through visual identity. As a long-term partner of Bank Indonesia, basicludo supports Bank Indonesia's action to update its visual identity as a credible, independent, and professional institution safeguarding the country's economy.
To fulfill the brand's needs, some processes were fundamental to start our dynamic with Bank Indonesia. We begin with research to identify the public's insights, perceptions, and aspirations towards Bank Indonesia, along with Bank Indonesia's internal perception. For us, the strategy to renew elements of a brand always starts from being on the same page.
The renewal process of Bank Indonesia's visual identity was based on our research results - there is a perception gap between the public and Bank Indonesia. During the process, the achieved objectives were identifying the public needs and the opportunities to develop visual elements, building the concept of visual identity standards that prioritize the values and objectives of Bank Indonesia, and creating a guide or Visual Identity Standard of Bank Indonesia called SIVBI for a fast and flexible implementation process.
INSIGHT
"We build Bank Indonesia's visual identity elements strong and philosophical, yet flexible and applicable consistently."Based on the findings on the gap in public perception of Bank Indonesia, we then brainstormed in detail the steps for developing a visual identity system. We then identified elements that could be translated into the concept of Bank Indonesia's visual identity.For one, we elaborated the line in the currency as a visual element concept that reflects Bank Indonesia's efforts in maintaining the country's dynamic economy. We also build other elements of Bank Indonesia's visual identity by putting forward the values of professionalism.
In the next step, we held workshop sessions with the Communications Department of Bank Indonesia to refine the concept of Bank Indonesia's visual identity. As soon as the concept was developed and validated, we met with all the departments and divisions involved in the implementation in a series of workshops to deliver and collect feedback. Comprehensive internalization is a crucial step in the development of the new standard.
During this series of workshops, we presented the concept and elements of visual identity as a whole, and functional and operational implementation guidelines, such as the required capacity building. We then determined the development of SIVBI based on findings and input during the workshop, to bring the concept of Bank Indonesia's visual identity to life.
RESULT
"Appearing up-to-date while still maintaining credibility and professionalism as an independent institution."The new goals and values of the updated visual identity have been well received and implemented by all departments, divisions, and work units in the Bank Indonesia organization. This application is carried out gradually, starting internally and finally externally through all necessary communication touchpoints of Bank Indonesia.
During the joint process with Basicludo, the Bank Indonesia team understood that creating a visual identity is a lengthy process and especially starts from the public perception. The Bank Indonesia team is also able to carry out visual communication with the same internal mission to shape external perceptions. Now, consistent visual communication has been applied in all Bank Indonesia communication touchpoints. This is what contributes to shaping the image of Bank Indonesia as a credible and professional institution while minimizing public misinterpretation or misperception.
In the end, the mutual work process between basicludo and Bank Indonesia was able to give birth to a new concept of Bank Indonesia's visual identity. This mutual collaborative work process is the driving force behind maintaining the continuity of the concept development process to the application into the functional and operational side.