Overview
Organized by The Global Citizen Education Group, ASEAN Schools Forum 2024 is an enriching 1-week event that brings together students from across ASEAN to engage in a collaborative exploration of our region’s dynamic interconnectivity and resilience.This project offers a unique opportunity to reflect on ASEAN’s shared past, present engagements, and future prospects, reinforcing the essence of the theme, “Common Vision of ASEAN: Enhancing Connectivity & Resilience.”
While this was initially planned as a one-off event for this year, TGC then looked into expanding the project into an annual initiative, with different spin-offs for country-specific interactions. This new challenge demands a new design system that is flexible, yet grounded enough to be taken seriously by regional organizations like the ASEAN Secretariat. There was also a layer of restricted branding, such as using or heavily referencing the ASEAN logo, that we needed to handle as well.
Overview
We narrowed the keywords to “interconnectivity,” “communication,” and “ASEAN.” These concepts served as creative anchors throughout the process. Our goal was to craft a visual identity that could intuitively express collaboration and movement.
The final logo finds this balance. The outer structure is made up of interlacing speech bubbles, a direct visual metaphor for exchange and dialogue. At the center sits an open book, a universal symbol of learning. The stylized pages gently curve to resemble the padi stalks featured in the official ASEAN emblem, offering a respectful nod without overstepping brand usage boundaries.
We then expanded this logo into country-specific spin-offs, each featuring the country flags nested inside the main interlacing speech bubbles. This maintained visual coherence while giving each sub-event differentiations.
Overview
Taken from the geometric feel of the logo and the speech bubble motif, we expanded the branding into illustrative and image treatment systems. Aside from these graphic treatments, we also developed a set of 20 illustrative icons for each topic in the event to complement the ASF commemorative books. This visual language created a consistent experience across all touchpoints, from printing, digital marketing, to social media.
