ASEAN Foundation Logo Competition

"Design the New Logo of ASEAN Foundation!"

BACKGROUND

In the last seven years, the ASEAN Foundation has significantly increased its visibility among the people of ASEAN through various creative communication approaches. Presently, the Foundation’s social media platforms, which consist of Facebook, Instagram, Twitter, LinkedIn, TikTok, and YouTube, have amassed over 490,000 followers.

As the Foundation looks to further strengthen its resonance within the ASEAN Community, it is of the utmost importance to keep the ASEAN Foundation’s brand identity fresh. Throughout the years, various efforts have been done to achieve this from producing new designs for the Foundation’s social media, publications, and website to improving the Foundation’s storytelling and interaction strategy with its target audience.

There are other practical reasons that make the rejuvenation of ASEAN Foundation’s logo necessary. The Communications Unit has observed that the current logo often becomes overshadowed when displayed alongside the logos of other organisations. This is primarily due to an imbalance in proportions between the emblem and text elements. Furthermore, the font used for "ASEAN Foundation" appears slender and dated. Lastly, the ASEAN emblem within the current logo is deemed too small, which poses challenges for the general audience in recognising the Foundation as an ASEAN body. 

The new logo is expected maintain the ASEAN Foundation’s signature colours, with the ASEAN emblem at its core. It will feature a more distinctive font for the "ASEAN Foundation" text, complemented by fresh design elements that represent innovation, unity, and collaboration.

To strengthen its brand identity and stand out from competitors, the ASEAN Foundation plans to redesign its organisation logo through a public competition. This initiative aims to create a cohesive and compelling brand that resonates with its target audience, fosters loyalty, and reflects the Foundation's evolving mission.

COMPETITION FORMAT

The competition will serve as a platform to crowdsource logo designs that best embody the ASEAN Foundation’s identity. The top four designs will be selected, with the first winner having the biggest possibility to become the Foundation’s new official logo. However, the winning logo will not be immediately adopted as the final design. Following the announcement, the Communications Team will collaborate with the winning designer to refine and improve the logo, ensuring it aligns with the ASEAN Foundation’s vision and values. This process will be guided by feedback from the Board of Trustees (BOT) and the Executive Director of the ASEAN Foundation. The winning designer will receive an additional fee for their role as a consultant in the refinement process.

The selection process will involve multiple rounds of evaluation, culminating in a final assessment and approval by the BOT of the ASEAN Foundation. Below are the competition details:

Eligibilities:

• Open to all citizens of ASEAN Member States with no age limit.
• Participants can be professional designers, students, or design enthusiasts.

Logo Requirements:

• The logo must be original creations by the participant, free from plagiarism or unauthorised use of third-party work. Logos generated using AI tools will not be accepted.
• The logo must prominently incorporate the official ASEAN emblem, serving as a central design element. It should also align with the ASEAN Foundation’s official brand colours.
• The text "ASEAN Foundation" must be included in the logo design. The chosen font should complement the overall logo aesthetic without overpowering the visual elements.
• The design should symbolise unity, collaboration, and the spirit of ASEAN Community. Participants are encouraged to incorporate fresh, innovative elements that reflect the Foundation's dynamic role in empowering youth and driving social impact.
• Abstract design elements such as waves, lines, or patterns must represent the broader ASEAN identity, without featuring symbols or motifs that specifically represent individual ASEAN countries.

Submission Guidelines

• Participants must submit their entries via ASEAN Foundation’s official e-form at https://Bit.ly/ASEANFoundation_LDCForm
• Submissions must include:
  • Editable logo file (Max 50 MB) in EPS, AI, PSD or Vector formats
  • Preview logo file (Max 30 MB) in PDF, PNG, or JPG formats.
  • Logo concept description (Max. 300 words in English) submitted in the designated e-form field.
• Participants must also submit a scanned valid identification card (National ID or Passport) as part of proof of nationality.
• Please be mindful of the file size for each submission.
• Ensure your Google Drive storage has sufficient space to allow file uploads.
• Each participant can submit up to two logo designs. If you wish to submit a second logo, please select "Yes" in question number 14. The form will automatically guide you to the section for your second entry.

     *Please note that submitting a second logo is optional and not mandatory.

Important Note

• All decisions made by the judges are final and at the sole discretion of the ASEAN Foundation.
• If multiple participants contribute to a winning logo, only one individual will be recognised and awarded as the winner.
• The first winner may be asked to revise their designs during the refinement process, for which a consultancy fee will be provided.
• By participating in the competition, participants agree that the winning entries will become the exclusive property of the ASEAN Foundation.
• Participants are not allowed to publish or share their submitted designs on any media platforms until the official announcement of the competition results by the ASEAN Foundation, in line with the intellectual property rights agreement.
• The logo design should also align with the ASEAN Foundation’s official brand colours as follows:

Evaluation Criteria 

• Concept and Meaning 
  • How well does the design reflect the mission, values, and identity of the ASEAN Foundation?
  • Does it represent ASEAN’s spirit of unity, collaboration, and community?
• Originality and Creativity
  • Is the design unique and innovative?
  • Does it stand out from the existing logo while maintaining relevance to ASEAN?
  • Does it avoid clichés and generic symbols?

• Aesthetic Appeal and Design Quality
  • Is the design visually balanced and professional?
  • Are the proportions, typography, and graphical elements well-executed?
  • Does it have a modern, timeless look?

• Versatility and Adaptability 
  • Does the logo work well in various formats (print, digital, monochrome, small sizes)?
  • Is it scalable and legible across different applications (social media, banners, merchandise)?
  • Does it maintain its impact when resized or used in different contexts?

• Alignment with ASEAN Foundation Brand
  • Does it incorporate the ASEAN emblem and the Foundation’s signature colours effectively?
  • Does it align with the current branding while introducing fresh elements?
  • Can it integrate seamlessly with the Foundation’s visual identity?

Prizes

TENTATIVE TIMELINE

HOW TO APPLY

All interested applicants must submit their entries by completing the official application form HERE no later than 27 April 2025 at 23:59 (GMT+7).

Submissions through other channels will not be considered. Applicants are advised to carefully review all information before submitting their application. For any inquiries, please email at [email protected].

Only selected candidates will be notified. Competition updates, including winner announcements, will be shared on ASEAN Foundation's social media channels.