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Visual Communication Design Role in City Branding: Evaluation of City Brand Logo Designing Method in Indonesia

Danang Adi Wiratama, Agung Eko Budiwaspada, Deddy Wahjudi
Published 28 September 2020

Abstract

The design process of city brand logo often become an exclusive program for executives, thus exclude society as its main stakeholders. Nevertheless, the public involvement through logo competition tend to resulting unprofessional result. Fundamentally, some cities still assume that city branding is as merely logo making. Trough case study method, this research aims to map and evaluate the city brand logo design models. City of objects include Semarang, Jakarta, and Yogyakarta. The paper concludes three methods of designing city brand logo based on the involved dominant actors: (1) via competition, (2) via professional collaboration, (3) via collaboration of government-expert-society. The evaluation reveals that the competition method has weaknesses such as society dysfunction as designer, also the subjective, unprofessional, and incomplete brand identity. On the other hand, even design experts had fill in their role in design process, professional collaboration method is assumed to lack of public participation. Society involvement is limited to informant during early research and being subsided in the making of brand identities. Just as the competition method, collaboration of three actors is judged to be an inefective method in involving local society. Keywords: brand identity; city branding; city brand logo; logo competition; logo design; public participation.

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