Konsistensi Identitas Visual: Kajian Visual Branding Media Publikasi Borobudur

Authors

  • Muh Ariffudin Islam Universitas Negeri Surabaya

DOI:

https://doi.org/10.32815/jeskovsia.v2i2.329

Keywords:

branding, desain, identitas, konsistensi, visual

Abstract

ABSTRACT

Many entities still do not understand the importance of consistently using graphic elements. In the absence of consistency between media, it will create an "impression" of a gap within a brand, so that the media does not seem to support each other. Borobudur, which is one of the largest tourist assets in Indonesia, certainly has its own charm from domestic and foreign tourists. Along with the development of information technology, the carrying capacity of tourism continues to be improved and developed, one of which is publication media. So much Borobudur publication media, makes it interesting to study. This study aims to determine the constants and variables of design in the media used for the interests of Borobudur branding identity. These objectives will be achieved by a descriptive-analysis path that is based on qualitative methods. The effort that is done is by describing the visual variable to find out the reality of the actual sign. Some examples of publication media used as object of analysis can show the consistency level of publication media used by Borobudur managers. The existence of a visual consistency gap shown in each media can weaken Borobudur's brand identity from the perspective of society.

Keywords: branding, design, identity, consistency, visual

Downloads

Download data is not yet available.

References

Bignell, J. (2002). Media Semiotics: An Introduction. Manchester: Manchester University Press.
Budiman, Kris. (2011). Semiotika Visual: Konsep, Isu, dan Problem Ikonisitas. Yogyakarta: Jalasutra.
Gobe, Marc. (2001). Emotional Branding: paradigma Baru untuk menghubungkan Merek dengan Pelanggan, Terj. Wahyu Mahendra. Jakarta: Erlangga.
Hendroyono, Handoko. (2012). Semua Orang adalah Brand Gardener: Saat Personal Brand, Brand dan Advertising Agency Harus Mengejar Perubahan Marketing yang Sangat Cepat. Jakarta: Literati.
Islam, M.A. (2013). ‘Peran Brand Borobudur dalam Pariwisata dan World Heritage’. Dewa Ruci. Vol. 8 No. 3. p. 380
Kusrianto, Adi. (2007). Pengantar Desain Komunikasi Visual. Yogyakarta: Penerbit Andi.
Moleong. (2007). Metode Penelitian Kualitatif. Bandung: Remaja Rosdakarya.
Murtono, Taufik. (2011). “Model Promosi dan Informasi Kawasan Wisata Candi Borobudur”. Laporan Penelitian yang dibiayai oleh DIPA, Institut Seni Indonesia Surakarta.
Piliang, Amir Yasraf. (2003). Hipersemiotika: Tafsir Cultural Studies atas Matinya Makna. Yogyakarta: Jalasutra.
Rustan, Surianto. (2009). Mendesain Logo. Jakarta: Gramedia Pustaka Utama.
Tinarbuko, Sumbo. (2009). Iklan Politik dalam Realitas Media. Yogyakarta: Jalasutra.
Vilanilam, J.V & Varghese A.K. (2004). Advertising Basics: A resource guide for beginners, London and California: Sage Pblications Inc.
Wasesa, Silih Agung. (2011). Political Branding & Public Relations: Saatnya Kampanye Sehat, Hemat, dan Bermatabat. Jakarta: Gramedia Pustaka Utama.

Published

2019-05-23