Brief:
ASEF (Asia Europe Foundation) is an intergovernmental not-for-profit organisation located in Singapore. Founded in 1997, it is the only institution of the Asia-Europe Meeting (ASEM).
Together with about 700 partner organisations ASEF has run more than 600 projects, mainly conferences, seminars and workshops. Over 17,000 Asians and Europeans have actively participated in its activities and it has reached much wider audiences through its networks, web portals, publications, exhibitions and lectures.
Promotes understanding | Strengthens relationships | Facilitates cooperation among the people, institutions and organisations of Asia and Europe | Enhances dialogue | Enables exchange | Encourages collaboration across culture, education, sustainable development, economy, governance and public health
Challenge:
- To establish a clear visual identity that is able to reach a mixed audience comprising of both existing ASEF stakeholders and new potential partners.
- To visually integrate the design system across all touch-points for current and future ASEF projects and activities.
Outcome:
Using the metaphor of a knot, tying together the East with the West, we wanted to position ASEF as the converging point for social, political, economic and cultural interaction, promoting exchange and bridging the gap between Europe and Asia.
- To establish a clear visual identity that is able to reach a mixed audience comprising of both existing ASEF stakeholders and new potential partners.
- To visually integrate the design system across all touch-points for current and future ASEF projects and activities.
Outcome:
Using the metaphor of a knot, tying together the East with the West, we wanted to position ASEF as the converging point for social, political, economic and cultural interaction, promoting exchange and bridging the gap between Europe and Asia.
a unique meeting point for intellectual, cultural, and personal interactions between Asia and Europe.
A hub of exchange - constant influx of conversation and co-operation, as well as a forum for outreach across all parts of the Eurasia region.
A dynamic identity to represent ASEF’s core values of outreach and co-operation
Bold, strong bands were created as a graphic representation of outreach and co-operation. The bands are a dynamic element, indicating movement outward from a focal point, as well as converging inwards from the West and East.
