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Branding Bali | Bali Shanti, Shanti, Shanti

Bali Shanti, Shanti, Shanti


Logo Rasional

The Bali Visual Branding has finally taken shape, after going to every step within a precise methodological framework, taking into consideration the values of the prior finding. The visual and tagline of Bali Branding is dominant with a spiritual feel, inline with the brand differentation that underlines the natural and cultural aspect. This leads to the emerge of philosophical elements and meaning to support the spirit of Bali.

The Logo is explained in 4 steps :

  • The visual elements

  • The font

  • The color

  • The tagline

The visual elements

Symmetrical triangle

Branding Bali uses the triangle as a symbol of stability and balance. The triangle is formed out of three straight lines in which both ends meet, taking the symbols of a blazing fire ( symbolizing Brahma, the creator), lingga or phallus. The triangle also represents the three Gods of the universe according to the Hindu belief ( Trimurti - Brahma, Wisnu and Siwa ), three stages of nature ( Bhur, Bwah and Swah Loka ), and three stages of Life ( Born, Live and Die ).

The essence of the Bali brand which is influenced by the Tri Hita Karana philosophy ( the basic value that will guide us to a balanced life ) was also explained by the triangle shape. Besides that, Hinduism also has other meaning and philosophy of the triangle shape.

The symmetrical floral motif

If we fold the triangle, we could see that the motif on each side will look identical. It explains that the balance has become a vital part in the design of the harmony and peace, according to the brand vision.

The strong and dominant floral motif enhances the creativity of the Balinese people that are well known for their highly skilled craftmanship. The floral motif is also used to show the closeness of the Balinese people with their natural surrounding, emphasizing its most strong virtue, the beauty of its own natural landscape.

The crown on the top of the triangle

Accomplishment, great awareness and nobility are simbolized with the crown on the top of the triangle, as the pinnacle of balanced living noted in the Tri Hita Karana ( balanced relationship with others, nature, and the creator.)


The font

The Bali typography on the Branding Bali logo adopts the line and curves of the traditional Balinese alphabet. The letter B in word Bali takes shape like a 3 and the Ang alphabet ( Brahma's sacred lettering ). It is also consistent with the Tri Hita Karana philosophy, the triangle shape and the tree-shaped letter B in the word Bali.

While a specific treatment is shown on the letter L, which rises and supports the crown on the top of the triangle. The true meaning of it is the need to sustain a deep commitment from stakeholders to reach the highest archievements ( symbolized as the crown on the top of the triangle ).

The color

3 dominant colors that represent Bali, Red, Black and White ( Tri Datu ) are used for the Branding Bali logo. Red represent Brahma ( the creator ), Black represent Wisnu ( the nurturer ) and White represent Siwa ( the destroyer ). The collaboration of these 3 colors which represent 3 Gods ( Tri Murti ) will guard Bali and the life it supports to live in harmony and move forward in peace.

The Tagline : Shanti, Shanti, Shanti

The word Shanti literally means "peace". If we say the word Shanti, we will feel to be overflowed with a peaceful and harmonious spirit.

Hindu people commonly say the word Shanti 3 times while adding the word "Om" ( sacred script Ida Hyang Widhi Wasa - the one and only God ) at the beggining and at the end : "Om Shanti, Shanti, Shanti, Om", which literally means peace be upon your heart, world, and the after live. By saying the word Shanti 3 times is also consistent with the original concept that emphasizes the number of 3 ( Tri )

Shanti, Shanti, Shanti represents peace upon Bhuana alit and Bhuana agung ( yourself and the world ) that will deliver a sacred and holy vibration, which will awakens a deep aura that can create a balance and make peace to all living creatures.

*) Source : Bali Government Tourism Office, 2009


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