Karangkraf enters a new era with fresh identity, focus on youth and impact

SHAH ALAM - After nearly half a century of being known as Kumpulan Karangkraf, one of Malaysia’s leading publishing, printing, and media companies has unveiled a new identity - Karangkraf.

This rebranding is more than just a name change; it symbolises a renewed spirit, a fresh strategy and a more dynamic direction in facing the challenges of today’s media and publishing industry.

In an exclusive interview with Sinar journalist Norafidah Assan, Karangkraf chairman Firdaus Hussamuddin shared the inspiration behind this transformation.

Firdaus noted that Karangkraf is approaching its 50th anniversary, making it a significant moment for rejuvenation, including a new logo and appeal to younger audiences.

Karangkraf chairman Firdaus Hussamuddin.

“We are in the process of refreshing Karangkraf itself,” she said.

She further clarified that the rebranding is a strategic move to align the company’s corporate identity with current industry realities and future aspirations.

In a fast-changing digital era, remaining relevant, agile and competitive is essential.

It also reflects Karangkraf’s evolution from a traditional publishing company to a more holistic content and social impact ecosystem.

According to Firdaus, the decision to retain only the name “Karangkraf” instead of “Kumpulan Karangkraf” stems from the strong sentimental and brand value it holds among Malaysians.

“We want a fresher, more modern and inclusive image while retaining our original identity.

"It is simple, memorable and carries the legacy of 47 years," she said.

In regards to the new logo and visual identity, Firdaus said it represents modernity, energy and dynamism which reflects the shift to attract younger markets.

“It’s designed to be dynamic and attractive to younger audiences. We are changing to suit their tastes.

“The new design highlights our core values of integrity, innovation, inclusivity and courage,” she added.

As reflected by the striking colours and typography, the new Karangkraf logo reflects openness, professionalism, and a commitment to positive change.

As part of its corporate direction, Karangkraf plans to offer products tailored to current reader preferences, with a digital-first focus, high-impact content, and strategic collaborations.

Socially, Karangkraf continues to be a voice for the people through initiatives like Rasuah Busters and the Yayasan Warisan Ummah Ikhlas (WUIF).

“Our direction now is impact-driven, not just about publishing,” Firdaus stated.

While the rebrand of Karangkraf was a resounding success, it was not exempt from difficulties and setbacks along the way.

According to Firdaus, among the main challenges faced during the rebranding process was ensuring staff, readers and partners alike understood and supported the change.

Naturally, this involved effective internal communication, cultural transformation, and operational adjustments.

However, Firdaus lauded the strong spirit among Karangkraf employees that has been instrumental and synonymous to the success of the transition.

To remain relevant and competitive in today’s landscape, the Karangkraf chairman emphasised efficiency and creativity for brand of Karangkraf, likening their journey not to a sprinter but a marathon runner focused on long-term growth.

“We are adopting a digital-first approach to strengthen our presence on social media platforms and deliver more interactive and targeted content,” she said.

Reflecting on Karangkraf’s impact over the past 47 years, Firdaus said the company has not only published books but has also raised awareness, instilled values and championed truth.

Karangkraf, she said, had been the voice of the people and a catalyst for social change, a legacy that she and the entirety of Karangkraf are most proud of.

Although the rebranding has not been fully publicised yet, early feedback, particularly during the Kuala Lumpur International Book Fair, has been positive, with many noting that the new logo is fresher and trendier.

As Firdaus observed, Karangkraf staff feel more motivated and prouder, while strategic partners view this as a progressive step signalling Karangkraf’s readiness to remain a leader in the content and social impact space.

Despite this, she stressed that branding alone won’t drive change, but it takes the first step in opening opportunities for new audiences, especially younger ones.

“We used to target older generations, but now we must move with the times.

“We aim to start engaging children early on through books and educational materials suitable for their age,” she said.

When asked about Karangkraf's business ventures, Firdaus highlighted that Karangkraf’s most successful business model is one that gives back to the community and upholds noble values.

Through CSR efforts like Rasuah Busters and WUIF, the rebranding strengthens their commitment to social impact.

Looking ahead, Firdaus hopes that the public will embrace Karangkraf’s new identity with open hearts and continue supporting their cause.

“To remain relevant after nearly five decades requires strength and patience. Change is necessary to keep up with the times — if not, we’ll be left behind,” she said.

She concluded the exclusive interview in a heartfelt message to the Karangkraf employees for their dedication and spirit in driving Karangkraf forward.

“Thank you for your extraordinary dedication and spirit.

"Together, we’ll continue to make an impact and build a greater future for the next 50 years," she said.