ASLI MALAYSIA: BRAND TOOLKITVisual Identity Guidelines for Malaysian Tourism Print Campaign

MALAYSIA: Rich, Authentic & ExoticMalaysia is a sight to behold. Situated in between Thailand and Singapore, The Malaysian land is divided into two different parts, West Malaysia and East Malaysia. With 329,758 km2, Malaysia is federation which consists of 13 states and 3 federal territories.

Apart from the diversities of its culture and colorful histories, Malaysia pos-sesses numerous unique, exotic and authentic wonders of nature. With these assets that Malaysia has, it is a treasure that must be experienced.

Purely MalaysiaRICH. AUTHENTIC. EXOTIC

CONTENTASLI MALAYSIA

The Brand OriginThe Personality

The Strategy

The BRAND TOOLKIT Logo Color Typography Photography Style Supporting Graphics

Layout

The CAMPAIGN EPISODES

ASLI MALAYSIAThe BRAND ORIGIN

The PERSONALITY

The STRATEGY

ASLI MALAYSIAThe BRAND ORIGIN

ASLI MALAYSIA is the new Malaysian tourism campaign that promotes the richness, exotic-ness, and authenticity of Malaysia to the world.

The word “ASLI” is taken because its meaning that symbolizes authenticity, purity and origi-nality. Thus, this campaign, ASLI MALAYSIA is associated with promoting the purity and au-thenticity of MALAYSIA.

With the tagline, “Rich. Authentic. Exotic.”, it strengthens the campaign in promoting the di-vine and heavenly treasures that Malaysia has.

This campaign is targeted to all people to wit-ness and experience the richness of Malaysian culture, exoticness of its treasures and authen-ticity of its natural wonders.

ASLI MALAYSIA

ASLI MALAYSIA

The PERSONALITY

The STRATEGY

ASLI MALAYSIA adapted the following val-ues in promoting the richness, authenticity and exoticness of Malaysia:

FRIENDLYFavorable, Warm, Comforting, Informal, Not Hostile, Welcoming, Outgoing, Matey, Buddy-buddy

ROMANTICColorful, Dreamy, Exotic, Fanciful, Nostalgic, Charming, Sentimental, Aphrodisiac, Attractive Striking

RELAXEDCarefree, Casual, Composal Flexible, Mild, Nat-ural Serene, Tranquil, Debonair, Easy-going

AUTHENTICBona fide, Factual, Original, Pure

ASLI MALAYSIA campaign focuses the fol-lowing areas to promote Malaysia at its best to the world:

SPIRIT OF THE PEOPLEPolitical, Economic Systems, Multiethnic, Race, Attitude, Emotions, Friendliness, Uniqueness & Social Institutions

SPIRIT OF THE PLACEInfrastructure, Geography, Tourist Attraction Places, Natural Resources & Local Products

CULTUREReligion, Beliefs, Traditions, Festivals, Events & Language

HISTORYIconic/Historical Landmarks, Famous Person, Icons, Legends, Myths

THE BRAND TOOLKITLOGO

COLOR

TYPOGRAPHY

PHOTOGRAPHY STYLE

SUPPORTING GRAPHICS

LAYOUT

LOGO

The ASLI MALAYSIA Campaign logo is inspired from Songket, one of the Malaysia’s treasured her-itage. The symbol in the logo taken from one of the patterns in Songket that represent the divine authenticity of Malaysian culture.

The addition of a human touch that brings close-ness and warmth is in the typographic style of the word ‘Asli’ that is used to express the friendliness of Malaysians in welcoming and embracing people to experience Malaysia first hand.

The different shades of gold is used to represent the richness of Malaysia from its people and also its places.

The white space required for the placement of the logo is equals to the size of the capital ‘M’ from the word Malaysia at all sides of the logo.

The minimum usage size for the logo to ensure its readability and legibility is 20.552mm (height) x 30.203mm (width).

M

MM

M

HEIGHT20.552mm

WIDTH30.203mm

COLOR

TYPOGRAPHYFUTURA MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

OPTIMA REGULARABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Sat is fy ABCDEFGHIJKL MNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

PHOTOGRAPHY STYLEThe photography styles for the ASLI Malaysia Campaign are:

MAJESTICThe images captured the authenticity, richness and exoticness of Malaysia

DIRECTThe images captured must be direct and straightfor-ward

PUREThe images must have the purity tone conveyed ei-ther direct or indirectly.

SUPPORTING GRAPHICSThe supporting graphics are only to be used as en-hancers to strengthen the messages conveyed in the advertisements for the ASLI Malaysia Campaign.

Other images or vector-based graphics are allowed to be used in this campaign with the purpose men-tioned above.

LAYOUT

TITLE

TAGLINE

The richness a nd a uthenticity i n Malaysian history and culture a re not j ust within our people. They are also e mbedded within our landmarks.

Our landmarks are unique and one of a kind. They a re our w itness to our past, p resent & future.

They are Malaysia’s real storytellers.

That’s Malaysia.RICH. AUTHENTIC. EXOTIC.

LOGO LOGO

TITLE

TAGLINE

LOGO LOGO

The richness a nd a uthenticity i n Malaysian history and culture a re not j ust within our

people. They are also e mbedded within our

landmarks.

Our landmarks are unique and one of a kind.

They a re our w itness to our past, p resent &

future.

They are Malaysia’s real storytellers.

That’s Malaysia.RICH. AUTHENTIC. EXOTIC.

THE CAMPAIGN EPISODESSERIES 1: DID YOU KNOW?

Malaysia’s Facts & Figures

SERIES 2: ICONIC LANDMARKS OF MALAYSIA

SERIES 3: MALAYSIA’s RELIGIOUS MONUMENTS

SERIES 4: NATURAL WONDERS OF MALAYSIA

With numerous unique and divine treasures Malaysia has to offer, the ASLI Malaysia Campaign is set to have four exotic series of advertisements to showcase to the whole world Malaysia’s precious treasures.

SERIES 1: DID YOU KNOW?Malaysia’s Facts & Figures

This series is a teaser-based advertisement that provides interesting and inspiring facts & figures about Malaysia. From Malaysian culture to its natural wonders, this series will adapt the strategy of promoting the spirit of the people and spirit of the place that combines with the values of friendliness and relaxed.

SERIES 2: ICONIC LANDMARKSOF MALAYSIA

This series is created with prior to promote the iconic and historical landmarks in Malaysia. With our colorful and diverse history and also culture, this series promotes Malaysia’s majestic landmarks. With the strategy of promoting Malaysian history and the spirit of the places in Malaysia, this series conveys the values of authenticity and purity of Malaysia through its landmarks.

SERIES 3: MALAYSIA’s RELIGIOUS MONUMENTS

Malaysia is famously known for its diversity in culture and ethnics. Hence, to celebrate this uniqueness, a series is created to show others our beautiful and diverse culture. By adapting the spirit of the people and culture as the strategy and also a combination of authenticity and romance its values, this series is set to show to the world the unique-ness of the Malaysian culture.

SERIES 4: NATURAL WONDERS OF MALAYSIA

Malaysia is one of the richest, most exotic and most authentic land with numerous wonders of nature.From its beautiful terrain of moun-tains, to its underwater heavens, Malaysia’s natural treasure is un-touched, pure and uniquely divine. Targeted to nature-lovers, this series combines the strategy of the spirit of the place and authenticity and romance as the series’ values, this series showcases the divine beauty of Malaysia’s natural environment.

Purely MalaysiaRICH. AUTHENTIC. EXOTIC