More than a branding project, Astra Land Indonesia is a collaboration of milestone that broaden both Hongkong Land and Astra International’s continuous growth by leveraging opportunities, developing accession and maintaining synergies within as well as outside Asia. In charge of this momentous responsibility, Waykambas was asked to develop its masterbrand identity started by forming its core element, the brand logo.
Designed to make Astra Land Indonesia the most desirable, responsive, and compelling property group in Asia, the logo has been developed to preserve the best of Hongkong Land and Astra International’s global image for their quality and responsiveness, whilst building new values of collaboration, creativity, solidity and accuracy. By concept, the logo was made simple in a form of logotype only. The mix of Astra's deep blue and Hongkong Land's rich gold color turned out to be a perfect blend. As a main accent, an up-looking arrow denoted the embark of ascending journey towards future which represents the ‘A’ initial in Astra Land.