Modernity and Flexibility in the New Face of Kemenekraf/Bekraf by Thinking*Room
The Ministry of Creative Economy/Creative Economy Agency (Kemenekraf/Bekraf) unveiled its new logo at the Mandalika Festival of Speed 2024 Final Round on Sunday, December 8, 2024. The logo represents the spirit of the creative economy as “The New Engine of Economic Growth.” In an official press release, Deputy Minister of Creative Economy, Irene Umar, emphasized that this launch reflects the Indonesian government’s commitment to supporting the creative economy sector. “Today, I am delighted to introduce the new logo of the creative economy. For the first time, we have a Ministry of Creative Economy, proving the government’s seriousness about this sector. As a new ministry, we must not forget our roots in Bekraf. Therefore, this logo retains similarities to the previous Bekraf logo but has been modernized to reflect the present and future,” said Irene.
Thinking*Room, a design studio renowned for its innovative work, was once again entrusted with crafting the new visual identity for Kemenekraf/Bekraf. In an exclusive interview with Grafis Masa Kini, Thinking*Room Art Directors, Ritter Willy Putra and Ira Carella, shared insights into the creative process, philosophy, and challenges behind designing this visual identity.
Thinking*Room’s relationship with Kemenekraf/Bekraf dates back to 2015 when they designed the visual identity for the Creative Economy Agency (BEKRAF). Following a cabinet restructuring, Kemenekraf became a separate entity, creating a need for a refreshed logo. Ritter explained, “The Kemenekraf/Bekraf team approached the Indonesian Graphic Design Association (ADGI), which recommended us for this project because we had designed the Bekraf logo.” Ira added that the new logo needed to retain elements of the Bekraf logo, which had built positive equity over the past decade while updating it to reflect Kemenekraf/Bekraf’s new vision as the “New Engine of Growth.”
In line with the rapid pace of digitalization in the creative economy, the new logo embodies the themes of modernity, progressiveness, and flexibility. The original Bekraf logo featured a 16-point spark, symbolizing the 16 subsectors of the creative economy. However, with these subsectors' growing and dynamic nature, a numerical approach was deemed less relevant. Ira explained, “We envisioned the logo as a three-dimensional object, allowing for different angles and perspectives. This approach could spark new narratives and interpretations of the logo.” The result was a seamless, unbroken graphic form resembling an elastic line and circle, capable of morphing into various shapes—a symbol of limitless possibilities.
According to the Decree of the Minister of Creative Economy/Head of Creative Economy Agency of the Republic of Indonesia No. SK/2/HK.01.02/MK-EK/2024 on the Establishment of the Kemenekraf/Bekraf Logo, the main curved line reimagines the dynamic, interconnected creative process—depicting creativity without boundaries. Instead of relying on numerical symbolism, the diverse creative subsectors are represented by an unbroken circle graphic, emphasizing diversity and interconnectedness. Surrounding the main graphic are eight shining points, symbolizing creative economy stakeholders in Indonesia. These points align with Law No. 24 of 2019 on the Creative Economy, which highlights ecosystem development through research, education, financing facilitation, infrastructure provision, marketing systems, incentives, intellectual property facilitation, and protection of creative works. The circular design also acts as a gateway to various creative economy opportunities. Ritter elaborated, “The logo reflects the essence of the creative economy as a driving force for the circular economy.” From above, the logo resembles a spark, symbolizing the mission to ignite economic growth.
The color palette also underwent a significant transformation. Moving away from the exclusivity of the previous gold, black, and white tones, the new logo embraces sky blue. Ira explained, “We envisioned a limitless sky symbolizing boundless possibilities. This approach aligns with Kemenekraf/Bekraf’s vision of a fresh and inclusive identity.” The choice of blue conveys a friendlier and more modern image, reflecting Kemenekraf/Bekraf’s intention to foster closer connections with society and creative actors. The refreshing palette is expected to inspire renewed enthusiasm, driving all creative economy sectors toward global recognition.
The two-month creative process posed challenges for Thinking*Room. Accustomed to two-dimensional designs, the team had to navigate the complexities of creating a three-dimensional form while seamlessly embedding narrative elements. Ritter emphasized the importance of preserving the positive legacy of the Bekraf logo among creative professionals and the public. “The presence of Kemenekraf/Bekraf has been highly anticipated. The challenge was ensuring the Bekraf spirit wasn’t erased but reborn with renewed vigor,” said Ritter. Despite the challenges, the result was a satisfying outcome—a logo that honors its roots while embracing progressive ideals in every design element.
The new Kemenekraf logo by Thinking*Room symbolizes the journey and future vision of Indonesia’s creative economy. Combining strong graphic elements, captivating modern aesthetics, and profound narratives, this visual identity marks the beginning of a thriving creative economy that will drive Indonesia’s growth on the global stage.
