Indonesia

INDONESIA
E C O N O M Y
Creative n’ innovatioN
Indonesia
from traditional to high tech designs
Indonesia Good Design Mark is a guarantee for a product
quality and a good design that are featured by the
awarded product, which can give an added value for the
product to be able to compete in the regional, national
and international markets.
TRADE RESEARCH AND DEVELOPMENT AGENCY
MINISTRY OF TRADE REPUBLIC OF INDONESIA
CREATIVE & INNOVATION INDONESIA 1
productsdesign
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content
FOREWORD
Head of TREDA
The Minister of Trade Republic of Indonesia
CREATIVE AND INNOVATION INDONESIA
SECTION 1
TO THE FRONTIER THAT KNOWLEDGE PERMITS
SECTION 2
THE BEGINNING OF INDONESIA PRODUCT DESIGN
SECTION 3
INDONESIA FOR THE WORLD
SECTION 4
INSTITUTIONAL DEVELOPMENT
“Creative n’ innovatioN Indonesia”
This booklet aims to present the potentialities of industrial design and profession in
Indonesia and to confirm that those fields provide broad opportunities for the world market
by promoting the excellent qualities of Indonesian product designers and also helps to
strengthen the bonds of trust that we are dedicated to continue building between Indonesian
industries, importers & exporters, distributors and buyers, and their counterparts in other
countries around the world.
Published In Jakarta, INDONESIA, 2009
Publisher
Trade Research & Development Agency
Ministry of Trade Republic of Indonesia
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Creative n’
innovatioN
Indonesia
Industrial product design in Indonesia has gone
through levels of development and has gradually
started to find its place in manufacture companies
and the field of industry and trade in Indonesia and
even abroad.
Designers for (manufactured) consumer products
hold an important role in industries as creators
of products with competitive values. Today most
industries in Indonesia have growing awareness
in recognizing the role of designers, rather than
copying designs from abroad.
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DEPARTEMEN PERDAGANGAN
REPUBLIK INDONESIA
Product and Industrial design has become one of today’s most important industrial sectors. It is both an art
and a science. It is an integral part of the creation and manufacture of almost every commercial and noncommercial
product made in the world. The surge in the development of mass production methods at the
beginning the 20th century followed by decades of industrial modernization, began to include industrial
design as a necessity in creating aesthetically pleasing, efficient, cost-effective and durable manufactures
with a pre-determined lifespan.
Indonesia is one of the world’s biggest markets – whether for consumer goods, agricultural tools, or industrial
and manufacturing tools and equipment – and, like other societies, has its own specific requirements and
expectations. Much of the country’s manufacturing sector replicates products designed for and marketed
in other countries. This has created a situation whereby manufactured products, for whatever end-use, are
not designed specifically for Indonesian consumers, but for consumers in a different market.
With increasing support from the government, educational institutions and other national professional
organizations, Indonesia’s designers are gaining a foothold in what is essentially a foreign-dominated
industrial sector. With their deeper understanding of Indonesian culture and market, local industrial
designers are better able to design manufactures that suit the needs and expectations of Indonesian endusers.
The industrial and manufacturing sectors have come to realize that talented and skilled local product
and designers can play a vital role in developing new products or improving existing products, and thereby
providing an economically viable way to increase sales not only in Indonesia’s domestic market, but also the
Asia-Pacific market and even the global market.
It is my strong hope that this book will contribute to further stimulating the development of Indonesia’s
design industry. Government support and a strong focus on industrial design training by national education
institutions must be at least equalled by a broader appreciation and application of industrial design from
within the respective industries. Globalization provides access to the world’s markets and Indonesian
manufactures must be of the highest quality to be competitive both on the domestic and the international
markets. Superior manufactures designed by Indonesian professional product and industrial designers is
one of the major factors toward achieving this noble aim.
HEAD OF TRADE RESEARCH AND DEVELOPMENT AGENCY (TREDA)
MUCHTAR
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MINISTER OF TRADE
REPUBLIC OF INDONESIA
Products and Industrial design is clearly one of Indonesia’s highly important functions in national
development. Four decades of commitment and advancement have resulted in Indonesia having a growing
number of professional, highly skilled and talented industrial product designers.
The dedication of industrial designers and the institutions of higher education that provide them the
facilities to learn and grow, is augmented by the support and collaboration of Indonesian manufacturing
industries. This framework of mutual support is beneficial in many ways, such as in Indonesian product
designers working productively, not only in Indonesian industries, but for companies in other countries.
Likewise, the the increasing number of product design students enrolling in design programs offered by
Indonesian institutions of higher learning strengthens these institutions, leading to further advancements
in teaching methods and in the compilation of up-to-date information materials.
However, perhaps the greatest benefit of all is to Indonesian industries, which, with the support of
professional industrial designers, are able to improve existing product design, develop newer and more
sophisticated products, and strengthen their position in the domestic and global markets.
The Government of Indonesia recognizes and appreciates the increasing capabilities and achievements
of product designers, the institutions of higher education and the industries that collaborate and support
this dynamic product design profession. The GoI is fully committed to supporting the further advancement
of professional product design in every way possible and also to ensuring the highest level of protection
of intellectual property rights, not only for Indonesian product designs, but also for international product
designs.
As a final note, I sincerely welcome the publication of this booklet and hope that it will help to promote the
excellent qualities of Indonesian product designers and also helps to strengthen the bonds of trust that we
are dedicated to continue building between Indonesian industries, importers & exporters, distributors and
buyers, and their counterparts in other countries around the world.
MARI ELKA PANGESTU
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»
one
section
to the frontier that knowledge p
Garbarata
The passenger boarding bridges which built in a wide
variety of service length. While the standard equipment
package is selected to meet the most airport operational
requirements, available options make passenger boarding
bridges suitable for every passenger need.
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Considering its nature as a discipline that is closely related to
science and technology, the development of industrial design
fields and knowledge is highly influenced by innovations and
inventions. The scope is getting wider due to that fact, from
daily products, electronic goods to transportation facilities,
from household products to communication device and public
facilities.
permits
Bicycle Toys
Indonesia is a home for the art of miniature designs such as this bicycle toys. It is made from
steel, rubber and silver.
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The term “design” came from the word disegno, which is known in Europe as sketches made by sculptors or painters before
producing their sculptures or paintings. In recent times, the term design means activities in planning or constructing, from
daily household products such as kitchen equipment, furniture, electronic gadgets, textile and clothings, to many other
facilities such as automobiles, airplanes, farming tools, etc. The term design is already known among the Indonesian
society and is often mentioned in mass-media, such as newspapers and magazines, in relations to products that are
marketed and offered to public, i.e. household products and clothings.
The competence of industrial design is in the planning and design of utility products,
with a purpose to solve problems related to human needs, always referring to both
human comfort/ ergonomics and principles of industrial/ production processes.
Human comfort or ergonomics includes sensing conformity, value and product
semantics as well ascultural studies (material culture, lifestyle, etc.). During the design
process, an industrial designer conducts an interdisciplinary collaboration, including
aesthetics, social, technology, management, environment and science.
Considering these facts, the recent development showed that industrial designers
have come into affect many levels and variations of industries in Indonesia, respective
to their interests and capabilities. The main key to success in any of those fields is to
be original, inventive and creative.
Formal training and higher education for industrial designers in Indonesia have been
available for about 30 years. Among its graduates have found jobs in manufacture
industries in Indonesia. Today, the Government of Indonesia has been endeavoring
to optimize their competence and applied their capability optimally. At the same
token manufacture industries start to realize the importance of producing their own
designs in order to achieve added values for their products. These companies begin
to recognize the role of industrial designers by employing products designers in their
research and development (R&D).
Designers for (manufactured) consumer products hold an important role in industries
as creators of products with competitive values. Today most industries in Indonesia
have growing awareness in recognizing the role of designers, rather than copying
designs from abroad.
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Indonesian product designers have developed public phone casing. These casings
will be placed on public places, such as transportation hubs e.g.airports or train
stations, and street corners.
Industrial design as a branch of knowledge started in the era of design methodology,
in the 1960s. Sub-fields of design were modified in order to fulfill the reality of
industrial needs: graphic design becomes visual communication design, interior
design becomes architecture and environment design, and product design becomes
system design, ergonomic design, design and culture – all of which exist under the
term industrial design.
Included in the fields of Industrial Design are:
- Household goods (kitchen utensils, tableware, water dispenser, cleaning devices,
etc.)
- Working tools (wood-working facilities, hand-tools, farming equipment, etc.)
- Furniture (indoor furniture, public facilities, shelters, etc.)
- Product packaging (containers, etc.)
- Transportation facilities (military vehicles, bicycles, cars, trains, ships, ATVs,
airplanes, etc. and their parts/elements)
- Electronic products (gadgets, televisions, audio/video systems, etc.)
- Applied crafts, “new crafts” (simple utensils, home elements, souvenirs, etc.)
- Medical equipment (first-aid sets, dental seats, prevention devices, etc.)
- Office equipment (furniture, working desks, lighting, etc.)
- Sport equipment (training facilities, shoes, etc.)
- Playthings, toys (manual & tactile, electronic games, etc.)
- Sanitary equipment (bathtub, wash tables, shower heads, etc.)
- Tableware (cutlery sets, stationary, etc.)
- Fashion accessories (belts, jewelries, bags, etc.)
- Educational tools, emergency tents, rescue device, etc.
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Most part of Indonesia often founded
traditional toys which made from natural
materials.
Basically all products that are directly operated by human beings; products that
should be able to inform the users about how to operate/handle them (which button
to push, what direction should the leverage be pulled, how to tell that the battery is
fully recharged and so on), directly from their shapes and forms.
Products that should provide appropriate sensations at particular, expected moments
from their users, who should be able to react accordingly. (i.e. a car driver should sit
comfortable enough to drive, but not too comfortable that he would fall asleep during
driving; or a chef should be comfortable, alert and safe enough to work on her stove in
a professional kitchen under time and space pressures). Industrial Design is a bridge
between human beings and machines and tools.
In Indonesia, the profession of industrial design emerged since the establishment of
formal higher education for industrial designers in 1972 at the Faculty of Arts and
Design, ITB. Its alumni gradually fill various careers, among others in manufacture
industries, both international and national scales, such as in auto- or motor-parts
industry, sanitary equipment and electronic products companies, and even in airplane
industry and military devices and vehicles factories.
A number of graduates also established their own design consultancy bureaus and
enterprises, mostly for consumer products. Some others are dedicating themselves
into the field of education and research, in order to regenerate industrial design
professionals and/or to increase and update knowledge in the fields of industrial
design.
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Air Filter is designed to increase horsepower and acceleration while providing excellent filtration. It
is custom designed to fit into an existing factory air box and features a drop-in design which means
adding performance is simple, provides high air flow with excellent filtration as well as Economical and
environment friendly.
The competence of industrial design is in the
planning and design of utility products, with a
purpose to solve problems related to human
needs, always referring to both human comfort/
ergonomics and principles of industrial/
production processes.
The recent development showed that industrial
designers have come into affect many levels and
variations of industries in Indonesia, respective
to their interests and capabilities. The main key
to success in any of those fields is to be original,
inventive and creative.
CREATIVE & INNOVATION INDONESIA
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»
two
section
The emergence of creative economy,
craftsmen and home industries. The
crafts industries should be empower
with production process/method and
product innovation to alleviate it from
conventional industries to become high
added value creative industries
Wayang is an Indonesian word for theatre. When the term is used to refer to
kinds of puppet theater, sometimes the puppet itself is referred to as wayang.
“Bayang”, the Javanese word for shadow or imagination, also connotes
“spirit.” Performances of shadow puppet theater are accompanied by gamelan
in Java, and by “gender wayang” in Bali.
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the beginning of
Indonesia
products design
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Stationery products have a very important role
in almost every sector of people’s activity. large
amount of these products are used in offices
for running daily works, in banks, schools
and universities. Accordingly, industries that
produce stationery products are also increasingly
developing.
FROM TRADITIONAL CRAFTS TO INDUSTRIAL DESIGN
The agricultural life that used to dominate the Indonesian archipelago had to give
way to the increasing number of population. Domestic needs grow and need more
space, pushing rice fields and plantations into smaller parcels to provide space for
housing, shops, etc. Farmers no longer have enough soil to work on that can gain
enough income to sustain a family. Farmers and plantation workers were compelled
to find another source of income in order to survive.
It is a common fact that, in spending time between tending the fields and plantations,
farmers in rural areas conduct activities such as making and mending working tools
and household goods, or performing traditional arts and rituals – mostly related
to creating artifacts, relying upon generations-length, handed-down knowledge
and skills. This capability is what they use to survive once a farmed land is reduced
in width, or even diminished, and is impossible to make a living from. They started
selling the tools and goods they produce to ‘external buyers’ (people who are not
directly involved in the culture or process of producing the tools and goods), not for
their original functions, but as souvenirs and/or to fulfill other utilities determined
by the buyers. Existing traditional skills and artifacts then became commodities, and
farmers and their family become craftsmen in a home-industry scale operation.
A point came when the commodities become stagnant and the buyers are looking
for new products. The craftsmen attempt to accommodate the buyers’ demands by
modifying the products, applying variations of elements, details and colors. However,
not all modified products could fulfill the tastes and needs of the buyers, moreover if
they come from very different background and culture. This fact is a common cause
for a discontinuity of home industries that are based on local natural resources,
traditional production process and limited references. This is actually where industrial
designers could intervene.
Industrial designers with formal education would already have learned about product
analysis and possess a certain level of aesthetics, moreover from being exposed and
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having access to unlimited information. They could help assist craftsmen in improving
their products in order to fulfill demands from contemporary market and the whole
system around it (i.e. distribution, promotion, contract, management, etc.). This,
however, will work only when the industrial designers are capable of recognizing local
potentials, making correct analysis towards the products and applying technology
that is appropriate for the local conditions.
Prior to the afore mentioned conditions, formal education in industrial design is
pioneered by teaching staffs of the Faculty of Arts and Design ITB who originally
learned to be drawing/painting teachers. They were sent abroad, mostly to the United
States, to learn about industrial design and to apply the knowledge in Indonesia.
However, the basic of the knowledge mostly come from Western (American and
European) cultures, along with their ideologies, which are being taught to industrial
design students already for about thirty years. As a consequence, up to recent times,
graduates of industrial design are lack of knowledge concerning Indonesia’s own
material resources, artifacts and traditional production systems. This point is what
makes it difficult for designers to start intervening the home industries such as the
ones mentioned beforehand. Realizing the disadvantages, current industrial design
students are given materials about local contents as well, which has broadened the
viewpoints of new graduates.
INDONESIAN DESIGN PARADIGM
Design development in many parts of the world has shown significant progress,
especially due to the innovation of advanced technology and material inventions,
along with development of design concepts and philosophies. As a consequence,
designs that were created in the 20th century, which used to retain ornamental
appearances, gradually appeared in simpler forms and in more efficient, practical,
durable and affordable conditions. The 20th century is also known as an era of
competition, therefore manufacture industries started to recognize the role of design
in capturing and creating (new) markets.
Design products have also embedded in our daily lives and have become our routine
needs, such as houses, cars, television sets, chairs, wristwatch, etc. Questions concerning
the competitive capability of Indonesian design raise, especially considering the fact
that Indonesia has an abundance of human, natural and cultural resources, and a
strategic geo-political position. In this context, design is not merely applied to the
quantitative value of a particular product, but as a media that represents the level of
civilization of its country of origin. Considering that matter, design needs to have the
following basis, which should work as a compact system and a total process:
•
•
•
•
National awareness towards design
Natural and human resources
Technology and industry
Strategy and policy from a national design council
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advancing people
TO THE LEVEL THAT TECHNOLOGY PERMITS
Indonesian product designers catch up with the
most advanced technology. Today, they are involve
in the process of improving national industries,
manufactured products, production processes and
systems by employing the latest technology.
Indonesia rolled out its new N250-100 turboprop
airplane. What then began as a narrowly focused
program to develop a robust short-field turboprop to
help unite the undeveloped archipelago has grown
into a much broader effort.
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N-250 Cockpit
The N-250 was launched at the 38th Paris Air
Show in 1989, following a market evaluation
that began in 1987. That study resulted in a
decision in 1989 to proceed with development of
the N-50. The first metal for the initial prototype
was cut in August 1992. First flight of the initial
N-250 prototype was in August 1995. This first
flight of the initial prototype, a 50-seater, and the
second N-250 prototype made its initial flight
in December 1996. It was built in the stretched
N-250-100 configuration.
The N250 turboprop carrier was the pride of Indonesia. Its maiden flight exactly a
week before the 50th anniversary of Indonesia’s declaration of independence from
the Dutch, The first flight of the N-250 turboprop was in August 10 1997. It is the
first commercial aircraft designed and made completely by Indonesian engineers
and technicians. The plane’s designer, state-owned IPTN Industri Pesawat Terbang
Nusantara (Indonesia), wanted to market the 64-68 seat aircraft worldwide.
The airframe was fabricated from aircraft light alloys and titanium with a significant
portion of nonstructural components of composite materials. The fuselage was
derived from that of the CN-235, although it was wider and taller. The wing, tail,
and engine nacelles were all-new designs. The wing included double-slotted fixed
vane flaps and wing spoilers for STOL enhancement. Standard avionics equipment
included the Rockwell Collins Pro Line 4 avionics system. This system featured five
large CRT displays that provide primary flight, navigation, engine, and aircraft status
information. Fly-by-wire technology was used for the primary and secondary flight
control systems.
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»
three
section
TO THE LIMIT THAT MARKET PERMITS
On entry into service, in 1974, the A-300, was very advanced and influenced later
subsonic airliner designs. The technological highlights among others: 2-man crew
by automating the flight engineer’s functions, an industry first (a request made
by Garuda Indonesia, an idea proposed by B. J. Habibie, who at that time was
Indonesia’s Minister of Research and Technology); High degree of automation,
requiring the flight engineer’s intervention only in an emergency situation; and
the first airliner to use winglets for better aerodynamics. Those technologies are
implemented in further series of Airbus sub sonic aircraft.
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Indonesia
for the world19
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Home Appliances
The roles of Indonesia home appliance designer is
reputable in the global industry. Beyond their exotics and
internationally acceptable designs, the capabilities of
meeting worldwide products standard have been crucial
in establishing Indonesia designers equity in the world
market. Indonesia export for electrical and non electrical
home appliances to the world market has been growing
significantly in the recent years.
Tools & Utilities
Garbarata passenger boarding bridges are designed to
meet all applicable codes and standards. The passenger
boarding bridges are available in steel and glass
models. In general, Garbarata products conform to the
mechanical and electrical standards of : NFPA, ASTM,
NEC,NEMA, AWS, SAE, JIS, SII, ISO 90
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Living Naturally
Indonesia’s furniture, particularly the
rattan furniture products, have been
exported to more than 200 countries
around the world.
Safety & Fresh
As the impact of technology improvement in many sectors,
nowadays of packaging are provided in various types, in line
with increasing of FMCG (Fast Moving Consumer Goods), so
that the producers of packaging are tightly competing to create
innovation in their designs. Many kinds of packaging materials,
such as paper, plastic, etc are mostly used. To preserve the quality
and security of the products being packed, it needs food grade
packaging which will meet the food safety standard.
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Mobility & Comfort
Comfortable goes together with safety. Indonesia industrial
design contributes to many well known national and
international manufactures. From aeronautic industries to
simple appliance products. From daily life style fashion to
modern military equipments.
State of The Art
The PT Pindad designed Panser used a monocoque hull design
consisting of steel composites. A new torsion bar suspension
system was also developed for the Panser. Currently, the engine and
transmission are imported from Renault.[1] Indigenous options are
being developed as replacements. The driver sits on the right of the
vehicle while the vehicle commander sits on the left.
PT Pindad plays strategic role in providing the country with military
as well as civilian heavy duties equipments.
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Health Access for All
The development and production of medical equipments are
one of Indonesia national priority in advancing health for all.
The country possess capability in designing and producing
various medical equipments, tools and hospital components. The
country’s national industries have been acknowledged by many
countries for supplying reputable medical equipments.
Simply Distinctive
Exotic ally designed, the plaited crafts packaging are produced in nearly
all parts of Indonesia. Plaited craft industries with large scale production
are found in certain provinces such as West Java, Central Java, East Java,
Yogyakarta, Bali, West Nusa Tenggara, South Sulawesi, Jambi, Lampung,
Riau, West Kalimantan, and Central Kalimantan.
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Touch of The Finest
Indonesian products designers utilises natural materials
in most of their creations. Indonesia has produced and
exported various natural based stationery products to
the markets around the world. The products exported by
Indonesia included exercise books, ballpoints, pencils,
markers, letter corners, letter or paper clips, etc.
For Better Life
Since many decades Indonesia has
developed shoe industry for domestic and
export purposes. Indonesia has produced
and exported various kinds of footwear
such as casual shoes, uniform boots,
women’s shoes, children shoes, and sport
shoes. They are made of leather, rubber or
combination of those two materials, and
some footwear also combined with textile
materials.
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Living Naturally
Indonesian toiletries products, namely bath
and shower products, accounted for the bulk to
toiletries value sales in Indonesia over the review
period. Indonesian consumers generally regard
these products as basic necessities, and thus the
consumer base, are huge in comparison with less
essential products. As demand for these products
was already considered saturated, manufacturers
came up with product innovations such as new
design as well as specification with value-added
benefits, and novel packaging designs and formats
to spice up growth and win share.
Fun-tainment
Indonesian toys have continued to see a growing
demand from the export market. There are some
different types of toys which Indonesia exports, and
these include wheeled toys, dolls and accessories,
objects in miniature such as electric railway trains,
assembly kits, construction kits, and musical
instruments.
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»
four
section
Association for industrial design professionals has been
established since 1983, whose numbers are increasing year-toyear.
Moreover, it is necessary to facilitate professional designers
who work as both consultants and employees in industries. This
initiation resulted in the establishment of Persatuan Akhli Desain
Industri Indonesia - Union of Indonesia Industrial Designers (PADII)
in October 1983.
institutional developm
In 1984, based on initiatives of various parties, the establishment of PADII was
considered premature due to the limited amount of eligible members. The
Supervision Council suggested for PADII to change its name into Forum Desainer
Industri - Forum of Industrial Designers (FDI) in 1985, of which when the amount of
its members reaches more than one hundred, a new, more potential organization
can be formed. In 1988 the first congress for Indonesian industrial designers were
held, attended by more than 200 designers. In this congress, the name Ikatan
Desainer Produk Indonesia (IDPI) was declared, along with its article of association
and professional ethics code. The organization was later changed into Asosiasi
Desainer Produk Indonesia - Association of Indonesia Product Designers (ADPI).
Leverages in the making
The working program of ADPI is mainly to gather as many members as possible,
based on the agreed requirements. Its main office used to be at Jl. Ganesha,
Bandung, then later in Jakarta Design Center building, Jakarta. ADPI activities have
become vacuum, until in 1995 several members of ADPI held a congress, where
Taufik Ibrahim was elected as the new ADPI chair. Two years afterward, Mizan Alan
de Neve was appointed as a new chair. During this era, ADPI represented Indonesia
in a number of ICSID meetings and exhibitions in International Design Forum in
Singapore, and has published several bulletin of ADPI Jakarta activities.
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ment productsdesigner ...
emerged as a title for people who
have completed a formal education and
training that specifies in product design
knowledge and skills.
Professionally,
a designer is responsible not only for creating
products that are useful and can function well,
but also products that are safe,
comfortable and attractive for users.
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Future roles of ADPI have become significant, since Industrial Design already possess a
strong legal foundation in facing the dynamic global market. Moreover, ADPI takes part
in controlling the application of Industrial Design Constitution and in supervising the
accreditation and professional standards of higher education in design.
ADPI missions:
1. As an association for all industrial designers in Indonesia
2. To facilitate communications among and inter-professions
3. To achieve the organization visions and missions
4. To conduct various programs that are relevant to the improvement of industrial
design reputation and professionalism
5. To widen information networks that are relevant to industrial design
6. To undertake quality improvement of ADPI members
Facing the free market in South East Asia, ADPI is expected to determine steps for
professional competence standards for both foreign industrial designers who work in
Indonesia and Indonesian industrial designers who work abroad. ADPI also provides
protection for members who undergo professional disadvantages by forming a
Professional Ethics Code Council, who acts as a normative legislation related to
members and foreign professional practice. ADPI was once registered as a member of
International Council of Society of Industrial Design (ICSID), which has access to other
industrial design organizations in the world.
Compared to industrial design professional associations in other countries, it is apparent
that the professional association in Indonesia is remain infant. However, this condition
does not reflect the increasing role of Indonesian industrial designers.
Industrial Design in Indonesia and the Global Market
In order to be able to compete in the global market, a product should possess innovative
values next to physical qualities and visual attractiveness, which are actually industrial
designers’ lines of work. An apparent change of appreciation towards industrial design
in Indonesia was triggered when the international trade started to take effect in the
1990s, where all commercial goods and commodities should have clear copyrights
and patents. Manufacture industries in Indonesia could no longer imitate designs and
products from abroad, then claim and sell them as their own work. In order to survive,
these companies should buy licenses from companies whose products are being
produced and distributed in Indonesia, or have its own division that concentrates on
product development.
Indonesian industrial product designers are now gradually in their ways toward widers
opportunities. Creativity is obviously involved, in order to success. Considering the rich
Indonesia is with cultures and traditions, it is obvious that inspirations could be cope
with and should be accompanied by a skill to innovate and to find new solutions, and a
sense of entrepreneurship that makes it possible to survive and to move forward.
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To achieve a recognized position in the global market, creativity and innovation should
be added with advanced technology mastery, with which product improvement
depends upon. Advanced technology at most times determines standards of certain
products, i.e. a product that uses non-toxic, biodegradable resin as adhesive substance
could gain the label of ‘ecological product’ and could enter certain market, while similar
products that uses common resins fail to gain the label and therefore are not allowed to
be distributed in these particular market.
Today, the Government of Indonesia has been persistence in implementing policy to
expand the access of Indonesian designers to the necessary information, knowledge,
technology and resources, particularly in the remote areas of Indonesia’s vast
archipelago. The GoI also enhancing the country capacity to accommodate law
enforcement in recognizing intellectual copyright.
Indonesia Law number 31 year 2000 on Industrial Design provides intellectual copyrights
protection for an industrial design. It is stated in the institution that industrial design is:
a creation of form, configuration or composition of lines or colors or lines and colors
or a combination of line and colors in three-dimensional or two-dimensional, which
provides an aesthetical impression and can be used to produce a product, a good, an
industrial commodity or a craft work.
Protection is provided for industrial designs that are: new and considered new (based on
the registration date). Protection is not available for industrial designs that are against
effective law, public order, religion and ethics.
The law provides a term of ten years protection of the rights, dated since the acceptance
of the design, including: the rights to possess the design and to prohibit others without
permission to produce, use, sell, import, export and/or distribute a part or more of a
design that has already given the copyrights. The subjects of the law are designers,
whether individually or as a team, or persons that are appointed as the beneficiary of
the rights, institutions and commissioners.
The Law is currently undergoing a process of amandement, in order to determine more
clearly the definition and scope of “industrial design” that is appropriate for Indonesia.
Advancement Through Education
The first higher education in industrial design was first established in Institute of
Technology Bandung in 1972, under the name of Product Design Studio. In 1996 the
studio applied and was registered as a member of International Council of Society of
Industrial Design (ICSID). In 1998 the Product Design Studio raised its level to be Product
Design Study Program (PSDP), accompanied by improvements in curriculum and
strategies in order to face future challenges.
Up to today, higher education in industrial design gradually increases in various cities in
Indonesia. Among the largest ones are at Trisakti University, Paramadina University and
Pelita Harapan University (UPH) in Jakarta, Institut Teknologi Sepuluh Nopember (ITS) in
Surabaya and Institut Teknologi Nasional (Itenas) and Maranatha University in Bandung.
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Alumnis of these schools have taken various occupations, mainly becoming industrial
designers in companies, establishing their own enterprises, or becoming lecturers and/
or researchers.
The current relationship between the academics field of industrial design and
manufacturing industries is heading towards a positive synergy, considering active
competitions, seminars, etc. that are held in collaboration with various companies.
Collaborations with industries are commonly in the form of design competitions,
workshops, seminars and exhibitions. On one hand, manufacture industries start to
appreciate and to see the importance of regularly having new, innovative design to
improve their products. On the other hand, students could learn real situations in the
field of manufacture industries.
Relations with these industries are usually maintained via graduates who work at the
company and open an access for collaborations. Manufacture industries that can be
flexible in conducting this kind of collaboration are those that are owned by Indonesian
and have its own R&D section, and not merely a license holder of a foreign company.
Marketing and Promotion Strategy
Commodity products can be promoted through a variation of events, such as trade fairs
and exhibitions, for both national and international markets. Next to the events, products
can also be promoted via website and Internet portals to reach wider markets.
Another promotion is through awards, where certain products are awarded certain
recognitions from authorized, entitled organizations, i.e. the Indonesian Good Design
Selection (IGDS) by the National Design Center (Pusat Desain Nasional/PDN).
Indonesia Good Design Selection (IGDS) is a selection system for Indonesian Good
Design as an effort to increase appreciation towards design and trust towards Indonesian
product quality. IGDS is an annual event, held by the National Design Center, as a part
of strategic steps to promote and develop design in a national scale. IGDS gives the
highest awards in design for Indonesian products that have been produced through a
research and development process.
IGDS could initiate the needs and importance of design in quality products for
entrepreneurs or industrial products manufacturers. IGDS is expected to be able to
accelerate creative and innovative efforts of industrial designers in creating high-quality
designs, in order to increase the competitive image of Indonesian products and to
provide added values in regional, national and international markets.
IGDS is held by the National Design Center, collaborating with the Indonesian
Department of Industry, Department of Trade and Japan International Cooperation
Agency (JICA). IGDS is also supported by Indonesian professional designers associations
and (financially) by industry sectors.
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When Excellent is Possible
Indonesia Good Design Mark is a guarantee for a product quality and a good design that
are featured by the awarded product, which can give an added value for the product to
be able to compete in the regional, national and international markets.
Next to the Indonesia Good Design Mark, trophies and certificates are also granted for
the following categories:
- GRAND AWARD of INDONESIA GOOD DESIGN – Given to the “best of the best”
product, given to one product among other nominated products
- GOLD AWARD of INDONESIA GOOD DESIGN – Given to the best product of each
category. Products with a Gold Award have the right to display the Indonesia Good
Design label
- THE BEST SME PRODUCT – Given to a product manufactured by a small- or medium
enterprise
- EXPORT PRODUCT AWARD – Given to a product that already has an export
market and is already considering Design as a tool to increase competitiveness in
international market
Moreover, products that received the awards are registered to compete in Good
Design Award ASEAN Design Selection (G-mark for ASEAN countries). This G-mark with
Japanese system is an actual form of recognition towards Indonesian products with
high quality. Indonesian products that won IGDS in 2002, 2003 and 2004 are among the
products that were selected to receive the award; which means that these products are
internationally recognized as being able to compete with foreign products.
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www.depdag.go.id
email: treda@depdag.go.id
sesbalitbang@depdag.go.id
Ministry of Trade Republic of Indonesia
Jl. M.I. Ridwan Rais No. 5 Main Building - 4th Floor
Jakarta 10110 INDONESIA
Telp. : [62-21] 2352 8691
Fax. : [62-21] 2352 8691
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