PERSIKABO 1973 SEASON 2021/2022

In early 2021; the management team of Persikabo 1973 enquired about the possibility of a rebranding project for the Bogor club. The main goal of the project is to further emphasize the name change of Tira-Persikabo to Persikabo 1973. This is achieved through a treatment on the existing visual identity & club merchandise that can target the urban audience of Bogor; whilst putting the culture of the city at the forefront of its visual identity. The existing identity; which was previously consulted by another studio is taken into consideration — the existing identity portrays the more illustrious legacy and spirit in a more elegant manner, elevating the brand image to reach new audiences and die-hard fans alike. This corporate-like approach may create a more exclusive persona to the club, but unfortunately comes at the expense of the brand’s relatability & casual appeal.

The strategy for this project is to create a brand image that’s more casual. The new creative direction of Persikabo should reflect the district itself; a vibrant celebration of cultural diversity of its supporters; fans are the emphasis of this vision. The vision intends on being something that can embrace the fans & recognizing a myriad of the club’s history & heritage. Furthering itself away from something that feels superficially traditional. We try to encapsulate everything that reflects Bogor from the most formal cultural elements to its most informal & mundane. In search for something that feels everlasting, everyday & at the same time feel youthful; a spirit for the new age of Persikabo.

A SIMPLIFIED & URBAN IDENTITY

Persikabo 1973 has a complicated history in its formation. In this creative direction — the vision intends to recognize & distill all of its formation history. Persikabo being once a national military - based club; a symbol of unity with the people.

But the name Persikabo 1973 could mean something more — a new chapter in Persikabo’s history to formulate all of its history & merging it with a celebration of its fans.

The process of pitching the kit designs for Persikabo 1973 took a month more or less; continuous iterations, back & forth tweaking the silhouettes; garment printing & overall quality control with the kit supplier Adhoc Apparel of Bekasi. The challenge is to create an iconic imagery that would last a long time; a memorable yet functional kit for branding & sporting performance. 

The selection and design of the typography is inspired by Bogor’s urban community & atmosphere. A vibrant, diverse community that embraces the playful & the roughness of its community. The silhouettes of the font reiterates the shapes and characteristics most of traditional Indonesian lettering & calligraphy — a curvy set of composition that serves as a reminder of our Indonesian identity.

THE HOME KIT

“The home kit of Persikabo 1973 needs to express a combination of culture & history of a club — regardless of that formal approach; the kit needed fresh ideas. The vision and creative direction for the home kit is taken from Persikabo’s military origin.”

The design of the home kit itself uses a retro; raglan template — creating a more retro silhouette; appealing to more casual fans & its utility as an informal fashion item. In there, carrying also the spirit of the brand identity.

In this direction — the main pattern derives from a combination of camouflage pattern & the abstract impression of rain & clouds — atmosphere is a crucial part of Bogor’s identity. For the colors the direction opted to use a darker & cooler shade of green to simulate the mood of a coming rain. By embedding this portrays how Persikabo 1973 embraces rain as part of their identity; not something to overcome.

THE AWAY KIT

Between 1992-2020, Grey has been the majority kit colour worn in the Premier League 171 games; from which the teams came out victorious 65 times or 38% of the time.

An interesting statistic, considering all victories were won away from home, when the average percentage of win on the road is only 26%. This bit of statistic is used also as a trivia; acknowledging the significance of the color Grey in world football’s heritage.

The color Grey was also chosen as the manifestation of Bogor’s gloomy nature, translated into the team’s away kit as we are known as the city of rain.

The pattern itself embraces a vibrant military heritage (camouflage) in a contemporary, geometric style; — the direction takes on the pattern that can also serve as an attractive piece of leisurewear pattern that can be styled also not just for matchday & sporting purposes.

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