18th ASIAN GAMES

IDENTITY
GUIDELINE
© 2017, Department of Promotion, Look of the Games and Socialization- INASGOC
CONTENTS
1. FOREWORD 3
2. LOGO 4
3. PRIMARY COLOR SYSTEM 15
4. TYPOGRAPHY 17
5. MASCOT 22
6. MASCOT IN ACTION 27
7. PICTOGRAM 33
8. SUPERGRAPHIC STORY & 36
IMPLEMENTATION
LOOK OF THE GAMES

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 2

 IDENTITY GUIDELINE | FOREWORD

FOREWORD

INASGOC (Asian Games Organizing Committee) as the executive committee of the 18th Asian Games -
Jakarta Palembang 2018 are committed to ensuring that the games can bring the energy of Asia among
Asian people.

This Identity Guideline is made to ensure that all communications theme of the Energy of Asia are consistent
and identifiable in all contexts. The series of visual identitities have been developed to reflect the host
country character and the spirit of the games as well.

The guidelines provide a number of practical tools and guidelines for identity and values in all aspects
through consistent visual messages. While it is not possible or practical to illustrate every scenario, the
examples in these guidelines include fundamental principles to be followed in all situations.

As the most important part of our visual identity, it is essential that, where approval is granted to use the
Identity Guideline, the standards outline in this document are strictly adhered to.

Erick Thohir Francis Wanandi

President of INASGOC Deputy II, Games Administration of INASGOC

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 3

LOGO

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 4

 IDENTITY GUIDELINE | LOGO | BASIC DESIGN CONCEPT

BASIC DESIGN
CONCEPT

The design concept of Brandmark or 18th Asian

Games 2018 logo is inspired by the shape of Gelora
Bung Karno Main Stadium, with eight path leading
to the stadium and the shining sun emblem of the
Olympic Council of Asia logo in the center, which
reflecting the “Energy of Asia” theme.

The design tells that the “Energy of Asia” will

radiates throughout the world. The multicolored
arcs are also evocative of the multinational cultural
nature of Asia and Indonesia.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 5

 IDENTITY GUIDELINE | LOGO | PRIMARY HORIZONTAL LOGO

PRIMARY
HORIZONTAL LOGO

The 18th Asian Games Logo comes in two versions:

primary horizontal logo and primary vertical logo.

Both version build upon two components below:

First, the colorful symbol with shining sun emblem
from the Olympic Council of Asia logo in the centre.

Second, the logotype with dark blue color with

customized font which reformed and reshaped from
several fonts.

These two elements should not separated and must

be used in all of 18th Asian Games visual identity
applications.

Inside the primary horizontal logo, the logotype

always at the right side of logogram, and it must left
justified.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 6

 IDENTITY GUIDELINE | LOGO | PRIMARY VERTICAL LOGO

PRIMARY
VERTICAL LOGO

The logotype is always beyond the logogram and

left justified inside the Primary Vertical Logo.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 7

 IDENTITY GUIDELINE | LOGO | LOGO VARIANT

LOGO VARIANT

The Logo variants are made to enhance creative LOGO VARIANT 01

purposes by replacing the circle shape of the “0”
(zero) number between 2018 with logogram.

Logo Variant 1
Emphasizing the host cities: Jakarta and Palembang

Logo Variant 2
Emphasizing the year of the 18th Asian Games in
Jakarta and Palembang

LOGO VARIANT 02

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 8

 IDENTITY GUIDELINE | LOGO | LOGO VARIANT

LOGO VARIANT

Logo Variant 3 VERTICAL

Emphasizing the name “Asian Games 2018”

HORIZONTAL

© |9
 IDENTITY GUIDELINE | LOGO | LET THE LOGO BREATHE

LET THE LOGO BREATHE

Clear space

The 18th Asian Games logo should always be

1 16 1
surrounded by a minimum clear space to ensure
that headlines, text or other visual elements do not
encroach on the logo.

equivalent to 1/8 from the symbol height.

8 8

1 16 1

© |9
 IDENTITY GUIDELINE | LOGO | LET THE LOGO BREATHE

LET THE LOGO BREATHE 1 10 1

Clear space 15
15

1 10 1

© | 10
 IDENTITY GUIDELINE | LOGO | DARK BACKGROUND LOGO USAGE

DARK BACKGROUND
LOGO USAGE

The logo with dark background will let the color of

logogram exist, while the logotype use white color.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 11

 IDENTITY GUIDELINE | LOGO | MONOTONE LOGO USAGE

MONOTONE LOGO USAGE

Other alternatives to use logo in front of dark

background is to use monotone color, which is
taken from one of color element the colorful logo.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 12

 IDENTITY GUIDELINE | LOGO | LOGO MISUSE

LOGO MISUSE Some examples of 18th Asian Games logo mi suse.

Logo misuse is absolutely not allowed to keep

consistent look of the logo.

Do not change the Do not rearrange Do not alter the logotype

proportions of elements of the logo in any way. Never change
logo elements in any way the typeface of the logo.

Never alter, distort, Do not alter the color Do not add embelishments
or manipulate the logo specifications within the (shadow, gradients, outlines,
in any way symbol, or the logotype dimension, etc.) to the logo.

Do not rearrange the logo

in any way

Do not place the logo Do not crop, rotate, Do not add elements
over busy photographic or flip the logo (graphic, pattern, shape,
background text, etc.) to the logo.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 13

 IDENTITY GUIDELINE | LOGO | LOGO MISUSE

LOGO MISUSE

Never alter, distort, The primary logo should always appears

or recreate the logo on white background, otherwise use the
in any way. monotone logo version.

Never alter, distort, Never alter the color

or place it over busy
photographic background. symbol, or the logotype.

© | 14
PRIMARY COLOR SYSTEM

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 15

 IDENTITY GUIDELINE | PRIMARY COLOR SYSTEM

PRIMARY COLOR SYSTEM

PRIMARY PRIMARY PRIMARY PRIMARY

COLOR COLOR COLOR COLOR
RED BLUE OCEAN DARK GREEN ORANGE
COLOR CODES COLOR CODES COLOR CODES COLOR CODES
CMYK : 0 90 100 10 CMYK : 75 30 0 0 CMYK : 90 27 54 9 CMYK : 0 50 100 0
RGB : 211 48 15 RGB : 0 145 234 RGB : 0 126 121 RGB : 242 145 0
HEX : #D3300F HEX : #0091EA HEX : #007E79 HEX : #F29100
PANTONE 18-1561 TPX PANTONE 17-4435 TPX PANTONE 17-5117 TPX PANTONE 15-1153 TPX

COLOR TONES COLOR TONES COLOR TONES COLOR TONES

100% 80% 60% 40% 20% 100% 80% 60% 40% 20% 100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

SPIRIT, ENERGY, COURAGE, DYNAMIC SERIOUS, PROFESSIONAL, SELF CONFIDENT COOL, FRESH, BALANCE COMFORT, WARM, PASSIONATE

PRIMARY PRIMARY PRIMARY PRIMARY

COLOR COLOR COLOR COLOR
YELLOW TOSCA PINK PURPLE
COLOR CODES COLOR CODES COLOR CODES COLOR CODES
CMYK : 0 15 90 0 CMYK : 70 0 42 0 CMYK : 0 88 48 0 CMYK : 64 96 0 0
RGB : 255 214 0 RGB : 0 191 165 RGB : 245 45 90 RGB : 135 25 150
HEX : #FFD600 HEX : #00BFA5 HEX : #F52D5A HEX : #871996
PANTONE 14-0760 TPX PANTONE 16-5127 TPX PANTONE 17-1655 TPX PANTONE 18-3324 TPX

COLOR TONES COLOR TONES COLOR TONES COLOR TONES

100% 80% 60% 40% 20% 100% 80% 60% 40% 20% 100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

FAMILY, FRIENDSHIP, INSPIRATION LUCK, RESILIENCE, PEACE SOFT, ROMANTIC, CARING AMBITIOUS, HOPE, ORIGINALITY, RICH

PRIMARY PRIMARY
COLOR COLOR
GREEN DARK BLUE
COLOR CODES COLOR CODES
CMYK : 50 0 90 0 CMYK : 100 90 30 35
RGB : 147 193 61 RGB : 31 40 85
HEX : #93C13D HEX : #1F2855
PANTONE 14-0452 TPX PANTONE 19-3939 TPX

COLOR TONES COLOR TONES

100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

FRIENDLY, LOVE, UNIVERSAL, OPEN COOPERATIVE, PROTECTIVE

© | 16
TYPOGRAPHY

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 17

 IDENTITY GUIDELINE | LOGO | IMPLEMENTATION | TYPOGRAPHY

TYPOGRAPHY LATO
IS OUR TYPE FAMILY

LATO HAIRLINE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

LATO
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z
HAIRLINE ITALIC abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

LATO LIGHT
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z
abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

LATO
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z
LIGHT ITALIC abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

© | 18
 IDENTITY GUIDELINE | LOGO | IMPLEMENTATION | TYPOGRAPHY

LATO
IS OUR TYPE FAMILY
LATO
ABCDEFGHIJKLMNOPQRSTUVWXYZ
REGULAR abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

LATO ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

LATO BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

LATO
ABCDEFGHIJKLMNOPQRSTUVWXYZ
BOLD ITALIC abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

© | 19
 IDENTITY GUIDELINE | LOGO | IMPLEMENTATION | TYPOGRAPHY

LATO
IS OUR TYPE FAMILY
LATO BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

LATO
ABCDEFGHIJKLMNOPQRSTUVWXYZ
BLACK ITALIC abcdefghijklmnopqrstuvwxyz

1234567890
!@#$%^&*()- = +; ’:“,<.>?

© | 20
 IDENTITY GUIDELINE | LOGO | IMPLEMENTATION | TYPOGRAPHY

LATO
IS OUR TYPE FAMILY

HEADLINES/ SUB HEADLINES

HEADLINES TYPOGRAPHY/LATO REGULAR
TYPOGRAPHY/LATO BOLD/LATO REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ
REGULAR a b c d e f g h i j k l m n o p q r s t u v w x y z

BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ
REGULAR a b c d e f g h i j k l m n o p q r s t u v w x y z
BODYCOPY
TYPOGRAPHY/LATO REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ
REGULAR a b c d e f g h i j k l m n o p q r s t u v w x y z

© | 21
 MASCOT

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 22

 IDENTITY GUIDELINE | MASCOT

MASCOT

BHIN BHIN •
•
Cendrawasih ( Paradisaea apoda)
Represents Strategy
• BHIN BHIN wears a vest with
Asmat pattern details from Papua

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 23

 IDENTITY GUIDELINE | MASCOT

ATUNG • Bawean Deer (Hyelaphus kuhlii)

• Represents Speed
• ATUNG wears a saroong with
Jakarta’s Tumpal batik pattern.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 24

 IDENTITY GUIDELINE | MASCOT

KAKA • One-horned Rhinocero (Rhinoceros sondaicus)

• Represents Strength
• KAKA wears Palembang’s traditional
attire with flower pattern.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 25

 IDENTITY GUIDELINE | MASCOT

MASCOT

© | 26
MASCOT IN ACTION

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 27

 IDENTITY GUIDELINE | MASCOT IN ACTION

BHIN BHIN
MASCOT IN ACTION

| 28
IDENTITY GUIDELINE | MASCOT IN ACTION

| 29
 IDENTITY GUIDELINE | MASCOT IN ACTION

ATUNG
MASCOT IN ACTION

| 30
IDENTITY GUIDELINE | MASCOT IN ACTION

| 31
 IDENTITY GUIDELINE | MASCOT IN ACTION

KAKA
MASCOT IN ACTION

| 32
PICTOGRAM

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 33

 IDENTITY GUIDELINE | PICTOGRAM
T

Aquatic: Diving Aquatic: Swimming Aquatic: Artistic Swimming Aquatic: Water Polo Archery Athletics

Badminton Basketball: 3x3 Basketball: 5x5 Baseball Softball Bowling

Boxing Bridge Canoe/Kayak: CSP Canoe/Kayak: TBR Canoe/Kayak: CSL Fencing

Cycling: Track Cycling: Road Race Cycling: MTB Cycling: BMX Football Golf

Equestrian: Dressage Equestrian: Eventing Equestrian: Jumping Handball Hockey Jetski

Gymnastic: Artistic Gymnastic: Rhythmic Gymnastic: Trampoline Judo

| 34
 IDENTITY GUIDELINE | PICTOGRAM
T

Kabaddi Karate: Kumite Karate: Kata Modern Pentathlon Rollersport: Skateboard Rollersport: Rollerskate

Paragliding Martial Arts: u itsu Martial Arts: Pencak Silat Martial Arts: Wushu Martial Arts: urash Martial Arts: Sambo

Rowing Rugby Sailing Sepak Takraw Sport Climbing Squash

Shooting: Ri e Shooting: Pistol Shooting: Skeet Trap Shooting: Running Track Table Tennis Triathlon

Taekwondo: yorugi Taekwondo: Poomsae Indoor Volleyball Beach olleyball Tennis Soft Tennis

Weightlifting Wrestling: Freestyle Wrestling: Greco Roman

| 35
SUPERGRAPHIC STORY &
IMPLEMENTATION
LOOK OF THE GAMES

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 36

LOGO

|4
 IDENTITY GUIDELINE | SUPERGRAPHIC STORY

SUPERGRAPHIC STORY

Design concept of the Brandmark is also used as the base of

Supergaphic designing in strengthening
the Asian Games visual identity.

© 2017, Department of Promotion, Look of the Games and Socialization - INASGOC | 37

 IDENTITY GUIDELINE | SUPERGRAPHIC STORY

SUPERGRAPHIC STORY

Padma Raksasa Anggrek Bulan

(Jasminum sambac) ( ) (Phalaenopsis amabilis)

© | 39
 IDENTITY GUIDELINE | IMPLEMENTATION | PATTERN OF DESIGN

PATTERN

elements. It prior to be used as a common and

line materials, above the line materials, and Look of

the Games materials as well.

© | 40
 IDENTITY GUIDELINE | IMPLEMENTATION | BANNER FLAGS

BANNER FLAGS

© | 41
 IDENTITY GUIDELINE | IMPLEMENTATION | BANNER FLAGS

© | 42
 IDENTITY GUIDELINE | IMPLEMENTATION | ID CARD

ID CARD

| 43
 IDENTITY GUIDELINE | IMPLEMENTATION | CAR STICKER

CAR STICKER

www.jakarta-palembang2018.org
: asiangames2018

www.jakarta-palembang2018.org
: asiangames2018

© | 44
 IDENTITY GUIDELINE | IMPLEMENTATION | MONORAIL ADS

MONORAIL ADS

© | 45
 IDENTITY GUIDELINE | IMPLEMENTATION | MONORAIL ADS

MONORAIL ADS

© | 46
 IDENTITY GUIDELINE | IMPLEMENTATION | MONORAIL ADS

MONORAIL ADS

© | 47
 IDENTITY GUIDELINE | IMPLEMENTATION | BILLBOARD ADS

BILLBOARD ADS

© | 48
 IDENTITY GUIDELINE | IMPLEMENTATION | BILLBOARD ADS

BILLBOARD ADS

© | 49
IDENTITY GUIDELINE | IMPLEMENTATION | LOOK OF THE GAMES

© | 50
IDENTITY GUIDELINE | IMPLEMENTATION | LOOK OF THE GAMES

© | 51
IDENTITY GUIDELINE | IMPLEMENTATION | LOOK OF THE GAMES

© | 52
 IDENTITY GUIDELINE | IMPLEMENTATION | HORIZONTAL BANNER

HORIZONTAL BANNER (LOGO VARIANT 3)

untuk penempatan logo

AG 2018 dan logo K/L/D
versi berwarna

Logo K/L/D

| 53
 IDENTITY GUIDELINE | IMPLEMENTATION | HORIZONTAL BANNER

HORIZONTAL BANNER (LOGO VARIANT 3)

Tanpa nama K/L/D

[Nama K/L/D]

Dengan nama K/L/D

| 54
 IDENTITY GUIDELINE | IMPLEMENTATION | VERTICAL BANNER

VERTICAL BANNER (LOGO VARIANT 3)

untuk penempatan logo

AG 2018 dan logo K/L/D
versi berwarna

Logo K/L/D

| 55
 IDENTITY GUIDELINE | IMPLEMENTATION | VERTICAL BANNER

VERTICAL BANNER (LOGO VARIANT 3)

[Nama K/L/D]

Tanpa nama K/L/D Dengan nama K/L/D

| 56
 IDENTITY GUIDELINE | IMPLEMENTATION | STICKER

STICKER (LOGO VARIANT 3)

3 cm

[Nama K/L/D]

cm

cm

cm

| 57
 IDENTITY GUIDELINE | IMPLEMENTATION | STICKER

STICKER (LOGO VARIANT 3)

[Nama K/L/D]

[Nama K/L/D]

Dengan nama K/L/D Tanpa nama K/L/D

| 58
 IDENTITY GUIDELINE | IMPLEMENTATION | APPAREL

APPAREL (LOGO VARIANT 3)

| 59
 IDENTITY GUIDELINE | IMPLEMENTATION | APPAREL

APPAREL (LOGO VARIANT 3)

| 60
 IDENTITY GUIDELINE | IMPLEMENTATION | APPAREL

APPAREL (LOGO VARIANT 3)

| 61
 PEDOMAN IDENTITAS | LEMBAR PERSETUJUAN

LEMBAR PERSETUJUAN Dengan mengacu pada Host City Contract for the 18th Asian Games 2018, Jakarta–Palembang, Indonesia antara
Olympic Council of Asia dengan Indonesia Asian Games Organizing Committee (INASGOC) yang memiliki kekuatan
hukum yang tetap atasnya; khususnya pada Poin 7.1 sampai dengan 7.8 (Intellectual Property Obligations
section)--- maka seluruh penggunaan, penerapan dan pemanfaatan hak properti intelektual terkait Asian Games
harus mendapatkan persetujuan dari INASGOC (Indonesia Asian Games Organizing Committee).

Seluruh desain diajukan kepada Department of Promotion, Look of the Games, Socialization – Deputy II –
INASGOC. Persetujuan atau koreksi, tanggapan dan atau jawaban terhadap desain yang diajukan akan direspon
dalam waktu paling lambat 3(tiga) hari kerja setelah contoh desain diterima.

© | 53
 IDENTITY GUIDELINE | APPROVAL FORM

APPROVAL FORM Referring to the Host City Contract for the 18th Asian Games 2018, Jakarta–Palembang, Indonesia between

designs received.

Date :
Material : Poster Billboard Horisontal Banner Others ........................
:
:
Sample :

Proposed by: Approved by: Known by:

Elwin Mok Francis Wanandi

Director of Communication Deputi II
INASGOC
 Copyright © 2016 by Olympic Council of Asia cq.

All rights reserved and protected by Law.

INASGOC.

Contact Person:
elwin.mok@asiangames2018.id
yashinta.novianti@asiangames2018.id

THANK YOU
© | 55
© 2016, Department of Promotion, Look of the Games and Socialization
INASGOC