Inspired by the Australian Aboriginal weapon, the boomerang, a simple yet remarkable tool known for returning to its thrower no matter how far it travels. We translated this concept into the branding philosophy for Prima SDM.

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Just like a boomerang, service represents something we give wholeheartedly to others. Through providing excellent service to many, we believe that positive feedback will naturally return, strengthening the bond between the UGM Human Resources Directorate and the wider UGM community.

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This philosophy reflects a continuous cycle of giving and receiving, symbolizing a mutual relationship between the one who serves and those who are served, just as the boomerang always finds its way back to its master.