THE DATAI PITCH : THE ELEMENTS

The Datai isn't just one thing. That is why the ingredients for The Datai Group is made up of 3 elements which can be mixed and matched and played up based on the nature of the property. I wanted this route to have a crest. With the flagship having a very eco-friendly nature, I wanted to create a logo, an identity that shouts out, 'guardian'.

The stag is known to be the guardian of the forest in many cultures. It is also a symbol of nature, wisdom and magnificence. Here, the logo does not hold just one thing. It evolves from the stag horns to tree branches with fishes to corals and fishes. This is logo also signifies the location of the Langkawi flagship. It is situated deep in the forest and slowly branches out to the sea.

The overarching theme for this route is evolution. It combines several elements within one logo. The Datai Urban is made up of hands and leaves. This symbolises the marriage of culture and nature within the city hotel. The Desa is made up of coral and feathers. This symbolises the infinity from water to sky.

It was a challenge designing the collaterals for the logo. The logo stands for a lot and it will take more for it to come to life. This logo has a lot of soul and it should not be contained in a very stiff corporate lockup. This is also a luxury sector so a more whimsical approach will set it apart from the competition.

Here, we use skeletons of natural objects as secondary graphics. They are like the fingerprint, the DNA of The Datai. Mixing the objects also reflects the coming together of different elements.