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.
The Asia-Europe Foundation (ASEF):
- 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 combine the new identity with collaterals at current ASEF projects and activities.
Outcome:
The existing logo was interpreted as a knot, bringing together East and West. ASEF is seen 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 combine the new identity with collaterals at current ASEF projects and activities.
Outcome:
The existing logo was interpreted as a knot, bringing together East and West. ASEF is seen as the converging point for social, political, economic and cultural interaction, promoting exchange and bridging the gap between Europe and Asia.
ASEF is a unique meeting point for intellectual, cultural, and personal interactions between Asia and Europe. Bringing these two continents together in mutual dialog and exchange will ultimately contribute towards their common development and prosperity, as well as to world peace and stability.
ASEF is the hub of exchange - a constant influx of conversation and co-operation, as well as a form of outreach across all parts of the Eurasia region.
Being the bridge between Asia and Europe, ASEF acts as a starting point for outreach and a focal point for co-operation. They are at the core of ASEF’s values, and work in tandem to each other. A dynamic identity has been created to represent this idea.
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.
