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CHAPTER 5

VISUAL

5.1 Creative Process

The writer creates a visual solution from the problem of the research above. The

creative process consists of mood board, hand drawn sketches, and after through all the

process developed digitally. Below are the details of the process.

5.5.1 Hand Drawn Sketches

Fig 5.1 The early sketches drawn according to the basic ideas, trying to put infinite symbol together with

the identity.

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Fig 5.2 On the top left are symbols that related with consulting, research, and training. It might be used on

the identity.

Fig 5.3 Symbol depicting various innovation and continuous that might be able to be used as a part of the

corporate identity.

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Fig 5.4 Symbols depicting continuous improvement with various possible sketch along with the typeface.

Fig 5.5 Combining elements of diamond that creates “A” words and still trying symbols depicting

continuous and innovation that might be used for the new identity.

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Fig 5.6 In this stage was drawn according by the chosen symbol and apply with various position, on top of

the typeface, besides the typeface, and used lines.

Fig 5.7 The final sketches come up with a new ideas of putting diamond symbol that has 3 fragments

represent consulting, research, and training. And if the three fragments combine into one, it becomes

diamond.

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5.5.2 Digital Development

Fig 5.8 Creating digital version with cubic symbol, experiments with various serifs typeface.

Fig 5.9 Creating diamond with three fragments with various positions.

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Fig 5.10 In this stage, the diamond symbol was simplify and more exploration possible. Also trying 3d

colors, because diamond is shining.

Fig 5.11 Try possible form with 3d colors that forming “A” words.

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Fig 5.12 These are the final digital development with the bottom-right was chosen.

5.2 Result

After going through all the process, the writer has finally success in creating a new

corporate identity for Axia World Indonesia. Below is the final logo with the

explanation of the concept of the logo.

Fig 5.13 The Final Axia World Indonesia logo.

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The philosophy behind the logo: Axia is a company that expertise in consulting,

research, and training firm. In Greek, Axia means value. In English, Axia means partner.

According to Axia, the main ingredient for indispensable company is value. Axia

believes that every company has potential to be a diamond through continuous

improvement, because diamond is a precious stone, as well as the hardest material in

earth. Therefore, the symbol of diamond is formed from three fragments which reflect

on consulting, research, and training. Since the vision of Axia is to be recognized as a

company that integrated consulting research, and training firms, thus form of the three

fragments and from those three fragments combine together will formed as a diamond.

The symbol is bonding with each other like holding hands as if they will not break apart

which reflect to partnership and to show continuous improvement that Axia deliver is

valuable and is their way to race to the top and reach excellent.

The colors chosen reflect on the fragments positions. From the left fragment is

blue color is reflect to consulting. Blue is popular with trustworthy, consulting needs to

be trusted, besides their jobs to create strategy improvement, the clients also gave their

information that are confidential. Therefore the color for consulting was chosen as blue.

The middle fragment is orange color reflect to research. Research is where all the

information is gathered and investigating into existing problems. Through all of this

research needs enthusiasm to find the information, and sometimes a researcher needs to

be smart on how the clients want it to. As an example, the client wants to research

something but in low budget, the researcher needs to be creative. Therefore, the color for

research was chosen as orange. And the last fragments on the right is grey color reflect

to training. Training is organization activity, instructions to improve recipients performs.

To train the organization to be more humility, respect, and mentality on how they

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responds to the customer. Training also needs researcher to find out the problems of the

organizations. Therefore, the color for training was chosen as grey.

From above, the colors chosen are based on the theories of color. The position of

research, which is on the middle, is placed on the bottom because it holds consulting and

training. Because consulting and training are not far from research, and research is the

tools for them. Therefore, the position of the research is on the middle to covers

consulting and training. The typeface chosen was Futura that has Light, Medium, Bold,

Oblique family. Futura is created from simple geometric forms and it display great on

Axia. Because Futura typeface itself create a modern feel, which is suitable for Axia.

Because Axia is a business consultant organizations that needs a modern technology,

and the identity is suitable as well with the typeface.