Hadiprana

Eclectic, unique, and contemporary brand identity which dynamically integrate various business line.

BACKGROUND

As an icon that has been established for more than 60 years, Hadiprana is an Indonesian architectural maestro famous with its eclectic touch - a combination of contemporary elements with Indonesian ethnic influences that creates uniqueness beauty in each of his works. After establishing Grahacipta Hadiprana (Hadiprana Design) - an architectural, interior design, and artwork consultant in 1958, Hadiprana business expanded to various sectors including art galleries (Hadiprana Gallery), hotels (Tanah Gajah), painting classes (Hadiprana Art Centre), property (Mitra Hadiprana), also furniture, jewelry, and retail (House of Hadiprana).

CHALLENGE

We work with the Hadiprana family and the remarkable team at Grahacipta Hadiprana to help strengthen their brand and encapsulate their heritage through identity rejuvenation that represents more than 60 years of extraordinary experience for future generations. Hadiprana as the parent brand has 22 sub-brands with various unique products and services which we then divide into 3 layers of brand architecture. The visual identity of the 22 Hadiprana sub-brands has been running independently without any common thread or a visual language norm that unites all brands in the Hadiprana unity where in business this differentiation lacks the possibility of cross marketing that can elevate the value of each  brand quickly through the credibility of Hadiprana that has been etched across generations.

SOLUTION

The new Hadiprana logo is a visualization of the Mandala Prana (Life Energy Circle) which is a manifestation of progressive creative energy at every level of civilization that supports diversity in unity.

Inspired by the philosophy of the founding father Hendra Hadiprana - visualized in the form of the “H” in the center of Mandala Prana - the Hadiprana brand upholds the Eclectic, Unique, and Contemporary characteristics that form the basis of its visual identity.

Hadiprana's dynamic identity system designed to continuously evolve harmoniously with Hadiprana's diverse business expansion. In accommodating all sub-brands that are divided into 3 layers, the Hadiprana logo system has a dynamic configuration that allows adaptation of the logo configuration for each brand layer.

The Prana stripes module is a visual element that can be dynamically developed into a variety of Hadiprana's visual identity assets such as ornamental variations with diverse configurations, photo asset frames, to the stylation of animals applied in the Hadiprana Art Center visual identity.

The Hadiprana logotype was adapted from the previous logotype as a form of rejuvenation with a customized configuration which a blend of contemporary spirit that influenced by details of Indonesian ethnic script that are in line with the Hadiprana brand philosophy.