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Memasukki minggu terakhir perhelatan Asian Games 2018, animo masyarakat masih tinggi. Apalagi, untuk beberapa cabang olahraga favorit. Tahun 2018 menjadi tahun bersejarah bagi Indonesia karena terpilih kembali sebagai tuan rumah ajang olahraga terbesar se-Asia ini, setelah Asian Games tahun 1962 lalu.
Kemeriahan Asian Games 2018 ini tentu tak lepas dari logo dan tiga maskot Asian Games, yakni Bhin Bhin, Atung dan Ika. Di balik logo dan ketiga maskot Asian Games 2018 tersebut ternyata ada tangan kreatif Jefferson Edri, sang kreator. Bersama dengan rekannya Kristin Monica, mereka berdua berkolaborasi menciptakan desain Asian Games 2018.
"Semua ini bermula dari sayembara. Jadi sekitar Februari atau Maret 2016, kami tahu ada sayembara untuk sistem identitas dan maskot Asian Games dari newsfeed di Facebook. Selain itu dari acara chit-chat ADGI (Asosiasi Desain Grafis Indonesia) juga sempat di-sounding untuk ikutan," kisah Jeff, sapaan akrab Jefferson Edri.
Ia pun tertarik mengikuti sayembara tersebut karena proses dan syarat seleksinya cukup profesional. Lalu, akhir April 2016, Jeff mendapat kabar bahwa timnya terpilih sebagai salah satu finalis dari 11 studio desain yang juga menjadi finalis. Pertengahan Mei 2016, para finalis dipanggil ke kantor Kementeria Pemuda dan Olahraga (Kemenpora) untuk mendapat brief mengenai proyek sistem identitas dan maskot Asian Games 2018.
"Setelah itu, kami diberi waktu tiga minggu hingga presentasi proposal masing-masing. Pada 27 Juli 2016, kami mendapat kabar bahwa proposal kami terpilih dan diminta untuk datang pada press conference pada keesokan harinya di kantor Setneg," jelas Jeff.
Jeff bukan orang baru di bidang desain grafis. Sudah sembilan tahun lebih ia berkecimpung di bidang kreatif ini. Sebelum terpilih menjadi kreator logo dan maskot Asian Games 2018, Jeff sudah lebih dulu berkarya lewat bisnis desain grafis bernama Feat Studio. Bisnis tersebut dirintisnya bersama dua orang teman sejak tahun 2007 silam dan memiliki studio fisik sejak tahun 2009 lalu.
Waktu singkat dan komunikasi minim jadi tantangan
Perjalanan karir Jefferson Edri sebagai disainer grafis profesional berawal dari tawaran proyek Anomali Coffee pada tahun 2007. Saat itu, ia dan temannya, Kristin Monica membentuk Feat sebagai kolaborasi untuk mengerjakan proyek dari Anomali Coffee tersebut.
"Sejak dari proyek itu, Feat kemudian menerima beberapa commercial projects sebagaifreelancer. Sampai akhirnya, kami membuka studio fisik pada tahun 2009," terang Jeff. Sama seperti kebanyakan disainer grafis lainnya, ia pun bercita-cita memiliki studio sendiri sejak awal kuliah.
Didapuk sebagai kreator logo dan maskot Asian Games 2018, Jeff mengaku bahwa proyek ini merupakan proyek terbesar yang pernah mereka kerjakan sampai saat ini. Tentu pengalaman ini punya tantangan sendiri bagi Jeff dan tim Feat Studio. Ia mengatakan ketatnya waktu pengerjaan dan minimnya komunikasi jadi tantangan tersendiri baginya.
"Kami punya kebiasaan berdialog cukup intens dengan klien, terutama mengenai story atau message apa yang ingin mereka sampaikan melalui komunikasi visual. Tapi, karena Asian Games ini bentuknya sayembara, jadi kami sendiri harus menentukan message ataustory tersebut," ungkapnya.
Bagi Jeff menjaga komunikasi yang baik dengan klien sangat penting. Meski bagi sebagian besar orang hal tersebut bukan merupakan sesuatu yang spesial atau khusus. Ia menjelaskan dialog dengan klien itulah yang nantinya menjadi pondasi atau basic berjalannya sebuah proyek. Soal pemilihan klien, Jeff mengatakan dirinya lebih memilih klien yang memiliki kode etik, bisa bersikap profesional dan respek.
Meski sudah lama berkecimpung di dunia desain grafis dan branding, bukan berarti proposal sayembara Asian Games 2018 yang disodorkan Jeff mulus tanpa revisi. Setelah proposalnya terpilih sebagai pemenang, ia diminta untuk merevisi beberapa hal, seperti bentuk tanduk dan corak batik maskot Atung.
"Beberapa revisi kami kerjakan sendiri karena bagi kami hasil dari tiga minggu itu masih bersifat draft atau proposal. Maka sebelum serah terima, kami memperbaiki typography, warna serta detail aplikasi desainnya," tandasnya.
Ada makna filosofis Bhineka Tunggal Ika dan Gelora Bung Karno Dalam logo Dan maskot Asian Games 2018
Terpilih menjadi kreator logo dan maskot Asian Games 2018 pastinya jadi kebanggaan tersendiri bagi Jefferson Edri dan tim Feat Studio. Indonesia terpilih kembali sebagai tuan rumah ajang olahraga terbesar se-Asia setelah 56 tahun silam pernah menjadi tuan rumah. Namun pada kesempatan yang sama, proyek Asian Games 2018 juga jadi tanggungjawab besar bagi Jeff dan tim Feat Studio.
Dalam proses pembuatan logo dan tiga maskot Asian Games 2018, Jeff mengatakan, ia dan timnya melakukan riset habis-habisan soal latarbelakang ajang Asian Games. Ia menjelaskan bahwa 11 studio agency yang menjadi finalis diberi arahan hal yang sama yaitu, sistem identitas dan maskot Asian Games 2018 harus merepresentasikan Energy of Asia. Selain itu, identitas tersebut harus relevan dalam 3 koridor yakni, Asia, Indonesia, dan Sport.
"Dari research, kami menemukan bahwa Asian Games pertama kali dibuat dengan tujuan mempererat hubungan antar negara negara di Asia. Filosofinya, dari hubungan yang baik ini bisa menjadi kekuatan yang besar di dunia. Jadi, memang Asian Games sendiri dibentuk untuk menunjukan Energy of Asia," jelas Jeff.
Ia juga meriset soal Asian Games 1962 dulu, saat Indonesia juga menjadi tuan rumah. Ada banyak fakta menarik yang ditemukan Jeff. Salah satu yang menarik adalah saat Asian Games 1962 di Jakarta, Presiden Soekarno sangat menunggu momen Indonesia bisa menjadi tuan rumah sebuah event internasional. Saat itu, Presiden Soekarno melihat hal tersebut adalah kesempatan untuk menunjukan Indonesia sebagai negara hebat yang baru merdeka.
" Maka, waktu itu beliau mempersiapkan semua infrastruktur untuk menyambut Asian Games 1962, mulai dari stasiun televisi pertama Indonesia TVRI, Hotel Indonesia, patung selamat datang untuk menyambut kontingen atlet, serta kompleks olahraga Asian Games (Asian Games Complex) yang sekarang kita kenal sebagai Gelora Bung Karno," terang Jeff.
Ia lanjut menjelaskan, Presiden Soekarno juga bersikeras meminta stadion utama diberikan atap tertutup yang beliau sebut atap temu gelang. Pada masa itu, stadion beratap tertutup semua termasuk tidak lazim, biasanya hanya sebagian saja. Hal tersebut dilakukan Presiden Soekarno agar Indonesia dikagumi negara lain. Presiden Soekarno juga melihat pentingnya olahraga sebagai sarana pembangunan karakter bangsa dan juga sarana pemersatu bangsa.
Dari berbagai fakta filosofis itulah, Jeff mengembangkan brand story dengan tema Keep the Dream Alive. Ia dan tim Feat Studio mengambil bentuk dari kompleks Gelora Bung Karno (GBK) dengan 8 jalur keluar masuk ke Stadion Utama GBK dasar bentuk identitas Asian Games 2018.
"Dari semua hal yang kami temukan selama riset, mengerucut pada kesimpulan bahwa ada visi, mimpi dan cita-cita dari Founding Fathers Indonesia yang tertanam di komplek olahraga GBK," ungkap Jeff.
Sedangkan soal maskot, Jeff ingin mengangkat pesan Unity in Diversity yang adalah karakteristik bangsa Indonesia. Hal itu tercermin dalam semboyan negara Bhineka Tunggal Ika, berbeda-beda tetapi tetap satu. Ia menuturkan jika semboyan Unity in Diversity ini juga mercerminkan karateristik Asia yang terdiri dari berbagai negara dengan budaya yang juga sangat beraneka ragam.
"Maka dari itu, ketiga maskot mengenakan busana daerah dengan ragam warna. Kami juga memilih satwa khas Indonesia yang bisa merepresentasikan olahraga seperti strategi, kecepatan dan kekuatan. Dan nama maskot-maskot itu sendiri kami ambil dari penggalan Bhineka Tunggal Ika, yaitu Bhin-bhin, Atung dan Kaka," pungkas Jeff.
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