Cipsi Studio Shares the Process Behind Jakarta's 497th Anniversary Logo
The 497th anniversary of Jakarta will be celebrated on June 22, 2024. In anticipation of this significant event, the Jakarta Provincial Government, in collaboration with the Indonesian Graphic Designers Association (ADGI), unveiled the official logo for Jakarta's 497th anniversary on Sunday, May 19, 2024. Cipsi Studio was chosen as the designer responsible for creating the logo, themed "Jakarta Kota Global Berjuta Persona". In an exclusive with Grafis Masa Kini, Astri Purnamasari, Creative Director of Cipsi Studio, shared the creative process behind the logo that will serve as the visual identity for this year's pivotal celebration.
Cipsi Studio's role in designing Jakarta's 497th anniversary logo began with an invitation from ADGI to Astri to participate in the ADGI Hub program. This program aimed to craft the visual identity for Jakarta's anniversary alongside two other designers, Garyanes Yulius and Jocelyn Desiree from Tomo Studio. “Personally, I accepted because I felt it was something exciting and new. Being born and raised in Jakarta made me interested in exploring the city,” Astri recounted. The entire Cipsi Studio team shared this enthusiasm, marking the start of the creative process for the logo. Given the significant status change of Jakarta from the center of government to an economic hub, the first step was research, aligned with the tagline set by the Jakarta Provincial Government: “Jakarta Kota Global Berjuta Pesona.”
During the process, Astri and her team dug deep into various books and other readings about Jakarta, including Bang Ali Demi Jakarta 1966-1977 by Ramadhan KH. The team also engaged in conversations with Jakarta residents. “The closest ones are those of us who work and live in Jakarta or those who come to Jakarta just to have fun. We believe Jakarta today is what its residents feel today.” This conviction drove Cipsi Studio to incorporate modern societal insights into the logo. The historical research and development study of Jakarta also revealed a relationship between Jakarta’s transition to a global city and the lives of its modern-day inhabitants. “It turns out that the status of a global city and an economic hub is related to the lives of people today. We are here in Jakarta to drive the economy and progress, indirectly there’s a relation,” Astri explained.
Following the research, an extensive creative process commenced. ADGI's program aims to provide good design to the government with a well-executed system. For Astri and her team, this creative process was crucial. The first step was to present their ideas. “Initially, our ideas were not accepted because the language we used was not easily understood by the general public.” To create a more communicative logo for the broader community, Cipsi Studio dug deeper into Jakarta’s six regions and their residents. “We explored our interest in the six regions of Jakarta, each with its own unique history and characteristics that persist to this day,” Astri said. She added that Jakarta is a multicultural city with a heterogeneous population.
The diversity of the six different regions united within a major city became the main concept proposed by Cipsi Studio. According to the Visual Identity Guide for Jakarta's 497th Anniversary issued by ADGI, the logo’s philosophy highlights Jakarta’s numerous regions, each contributing to various sectors' advancement—becoming vital pillars in Jakarta’s transformation into a dynamic global city. The guide states: “This aims to strengthen the sense of pride in the identity of each region of Jakarta while fostering unity and solidarity as a strong and inclusive city.”
Moreover, Cipsi Studio depicted Jakarta as a convergence point, as this metropolitan city is the economic, social, and cultural hub of Indonesia. “As one of Indonesia’s largest cities, Jakarta attracts residents from various parts of the country seeking economic opportunities, education, and a dynamic urban lifestyle.” Conceptually, Cipsi Studio views Jakarta as a melting pot. However, in visual design, a melting pot makes its contents—here, the residents—homogeneous. Hence, Cipsi Studio adapted the mosaic concept to emphasize uniqueness and a heterogeneous society. “A mosaic allows the residents to be unique in their own ways, heterogeneously,” Astri elaborated. The color palette chosen for the logo is diverse and vibrant, clearly representing Jakarta’s identity as a global city.
Designing the 497th-anniversary logo was a unique challenge for Cipsi Studio, which typically handles entertainment design projects. “Cipsi Studio’s usual work scope involves more fun projects rather than serious thinking. But, we pushed ourselves because it’s our commitment to create a logo that the public can accept,” Astri shared. According to the Creative Director, interpreting the overarching theme of Jakarta’s anniversary prompted Cipsi Studio to delve deeper into easily digestible and broadly accepted visual language.
Despite the challenges, Astri remarked that the logo is a small part of Jakarta’s transformation into a global city, potentially sparking public discussion and driving progress. “The impact of Jakarta's 497th-anniversary logo may be felt two or three years after its release as it will be carried forward in various forms in the coming years. We believe Jakarta's residents already have a modern mindset, and this logo can be an initial spark,” Astri concluded. The 497th-anniversary logo is now visible in various public spaces across Jakarta.
