A New Iconic Wau
5. Design Kancils [5.1 Brand Identity Design]
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Links:
Product/Service:
TBWA Kuala Lumpur
Client:
TBWA Kuala Lumpur
Brief:
In 2023, TBWA Malaysia was looking to refresh its visual identity. As a company that believes in the power of Disruption, we wanted to find a brand-new icon that could embody this ideal. After going through countless potential candidates, we finally found the perfect icon - the Malaysian Wau Bulan.
Solution:
Deeply ingrained in Malaysian culture, the Wau Bulan is taught in schools, featured on our currency and made famous around the world thanks to our national airline. As a kite, it perfectly represents the spirit of disruption as it constantly navigates shifting winds to soar higher. So when it came to refresh TBWA Malaysia's visual identity, the Wau Bulan was the obvious choice.
As a symbol of our office, this icon communicates our desire to fly high together with our people and the clients. Using the traditional Wau Bulan as a base, we added our own spin to it by giving it a face to bring it to life (literally). Supported by a new distinct and expressive typeface as well as new tools infused with cutting-edge tech, our icon can be seen on merchandise, presentation decks, internal & external comms and more to amplify our disruptive vision.
