The logo that tells a story
Suatukala – Langkawi Festival of Stories 2015
Logo and branding design
Suatukala is a community initiative based in Langkawi Island that celebrates the art of storytelling in all its forms. I was thrilled when the organisers chose the logo concept I believed to be the strongest among the options I presented. (Trust me, it does not always turn out that way!) I was also very happy because for the first time, I could collaborate with an artist to create a brand identity.
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Here, I’d like to share glimpses of my design process, as well as the other ideas that were proposed.
DESIGN PROCESS
Considering the festival context, I anticipated that the Suatukala logo would be featured on backdrops, banners, and posters, allowing for a larger physical presence. And as an incubator for ideas and stories on the island, I wanted the Suatukala logo to tell its own story too. So I proposed that we commission an artist to create a visual story, within the name Suatukala, which can be translated as 'Once upon a time'. Sanuri Zulkefli’s intricate, visual storytelling style was perfect for this.
Wings symbolise freedom of imagination, soaring creativity, and how stories can help us to transcend physical and metaphorical boundaries. Langkawi is also known as the island of the eagle, and many stories of this mighty bird abound here. I also explored the use of traditional Jawi calligraphy for the motif, to reflect the strong influence of Malay culture in Langkawi.
Clouds come in various shapes, and so do stories. Clouds are part of the celestial landscape, and they move and change shape as they traverse the sky. Incorporating clouds into the festival’s visuals can create an enchanting atmosphere that aligns with the magic and wonder inherent in storytelling.
In South East Asian cultures, the imagery of eagles and bird-like creatures transcends individual mythologies and becomes intertwined with broader cultural narratives. These majestic birds serve as powerful symbols that connect people to their heritage, spirituality, and the timeless themes embedded in the rich tapestry of South East Asian mythology and oral traditions. By choosing feathers as a motif for the logo, I hoped to create a visually appealing design but also tap into a symbolic language that carries different layers of meaning.
FINAL LOGO!
When the logo is used in small scale, it would appear as a solid colour, for legibility and ease of reproduction.
Illustration used with kind permission of artist Ellie Yong
Illustration used with kind permission of artist Ellie Yong
Illustration used with kind permission of artist Sanuri Zulkefli
Illustration used with kind permission of artist Sanuri Zulkefli
I feel thankful that I’m often immersed in the projects I work on, going beyond just providing design services.
This involvement provides me with deeper insights into how our work impacts the community. Here is a delightful experience from one of the Suatukala programmes that I documented. Click here to read.
KEY COLLABORATORS
Client
Suatukala Langkawi
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Designer
Allie Hill
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Logo illustrator
Sanuri Zulkefli
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Contributing illustrators
Ellie Yong & Sanuri Zulkefli
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Copywriter
Alex Lim
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