“Shanti, Shanti, Shanti”, Bali’s new tag line. You may have heard the Bali new branding soft launched by President Yudhoyono during opening ceremony of 29th Bali Arts Festival last mid of June.
Though logo & concept look and sound complex as well highly spiritual, let’s just describe what meaning and concept behind it excerpt taken from report submitted by the Branding Bali team, a group of marketing experts who claimed had interviewed hundreds of sources representing people involved in Bali tourism industry.
The logo and tag line represent differentiation with description of comparative advantage in Bali’s culture and nature in a unique strong spiritual touch.
The “Shanti, Shanti, Shanti” branding can be described in 4 parts: logo visual appearance, font used, color utilized and the tagline itself ” Shanti, Shanti, Shanti”.
Logo visual appearance
Same side triangle essentially symbolizes the stability and balance of the three gods that control the universe (Brahma, Wisnu and Siwa). It also represents 3 stages of cosmoses (Bhur, Bwah and Swah loca) as well as three stages of life (born, live and die).
The same side triangle effectively represents “Tri Hita Karana”, a basic Balinese philosophy that guides balance life in Sanskrit, which means “three causes of welfare and security” through harmonious relationships with God, with fellow human beings and with the environment (Balance of Life).
The symmetrical flora pattern represents the strong creativity of Balinese people which live peacefully in balance and harmony with the mother nature.
Font usage
The “B” letter that shapes like 3 to represent the number of three (described in details above), that looks similar to “Ang“ holy character of Brahma. The tall “L” letter sustains the crown on tip of the triangle which represent strong sustainable commitment required from all Bali stakeholders and entities to achieve the highest destiny (crown).
Colors utilization
The three colors: red, black and white (Tri Datu) strongly reflects Bali and represent the three Gods (Tri Murti). Red is representation of God Brahma, the Creator. White represent God Wisnu, the Conservator. While back represents God Siwa, the Demolisher. These three Gods will conserve and protect Bali and all its life and welfare to grow in harmony and sustainable, moving forward in peace.
Tagline “Shanti, Shanti, Shanti”
Simply mean “Peace, Peace, Peace”, Shanti usually uttered three times by all Balinese and prefixed and ended with “Om” (the holy character of almighty God), to be “Om Shanti, Shanti, Shanti Om” truly means May peace be in our hearts, world and the universe.
All these expected to vibrate sanctity & holiness of inner aura that pacify, tranquil and balance life of all beings of universe.
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