The Identity Significance (Rationale)

The Shape
The President Visual Identity takes the shape of reminiscent of infinity and continuity in an unconventional way. The P shaped loop represents a constant "stream" of eventful journeys and the promise of mystery one can experience in one's life. At the same time it also represents the abbreviation of the President Brand Name. Infinity is something that is "never ending", never ending for brand and company (the brand and company always exist and grow). Infinity also symbolized something that is always moving and is progressive. One of the contributing factores of the identity is its positive Feng Shui depicted by the water impression, where water is also the symbol of travel business.

The Color
The orange reddish color is commonly assoicated with warmth and brightness, associated with challenges normally encountered in memorable experiences that fits the total brand's central idea. Orange is at the same time a symbol of a ripe orange associated with a sweet sour taste depicting a sting in taste that is refreshing, welcomed and excitement, an appreciation of memorable, pleasant, experiences that are invigorating each time. The warmth of the orange color reflects the comfort of journey experience.

The Texture
The 3D texture denotes a refreshing and invigorating sensation, depicted in an unpredictable, out of the ordinary / traditional style and represents novelty, modernity and youthfulness. Each of the "identity side" symbolized various aspects of unique experiences of every person as an individual.

The Corporate Letter Type
The Font for the President brand name projects the right image balance of the combination of it being serious (reliable / dependable), professional and yet is friendly and intimate (fluid).
Using a lower case / small P, and not a capital P in front of the brand name is aimed at achieving a neutralising effect of the brand name (President). This is because the brand name (President) already conveys a strong image of power (serious). Using a small P gives it a neat balance between power yet is friendly, dynamic and wise.