Year

2022

Client

Surya Abadi

Role

Creative Designer & Brand Strategist

Location

Bali, Indonesia

The Challenge

Surya Abadi is a specialized cleaning service based in Bali, highly regarded for their deep-cleaning expertise in sofas, spring beds, and professional floor polishing (ceramic, granite, etc.). The client’s vision was clear: they needed a visual identity that was modern, bold, and instantly recognizable as a cleaning service without relying on overused, generic industry icons. The new identity also needed to project a high level of professionalism to attract their primary target audience: premium property owners and real estate businesses.

The Concept

To answer this challenge, I stepped away from complex illustrations and focused on strong, typographical authority combined with subconscious visual triggers. The goal was to create a “Brand Mark” that feels established, trustworthy, and exceptionally clean.

Visual Symbolism & Anatomy of the Design

Every element in the Surya Abadi logo was meticulously chosen to serve a psychological and business purpose:

Typography (Pink Sunset): I selected a typeface with a “Bold & Classic Feel.” This weight commands attention and establishes immediate authority, projecting the reliability required for a company trusted to enter and maintain private properties.
The “Clean Accent” (Sparkles): Instead of literal cleaning tools, I integrated clean, four-point geometric sparkles. This acts as a universal, subconscious visual cue for “squeaky clean” and “polished,” perfectly representing their floor polishing and deep-cleaning services.
Dynamic Background Shape: The fluid, organic backdrop subtly mimics a fresh splash of water or a pristine, polished surface, grounding the bold typography in a dynamic layout.

The Color Strategy

The color palette was engineered to communicate the core values of the business:

Vibrant Green (#18dc60): Symbolizes “Freshness,” renewal, and the eco-friendly aspect of bringing life back to stained furniture and dull floors.
Deep Blue (#0353a4): Represents “Trust,” professionalism, and the fundamental element of purification.

The Impact

The finalized logo delivers a striking, modern, and highly scalable brand identity. Whether applied to digital assets, staff uniforms, or company vehicles across Bali, the Surya Abadi logo stands as a beacon of premium service quality, effortlessly communicating absolute cleanliness and unwavering trust to property owners.