Pengembangan Brand Visual Identity untuk Kebun Raya Mangrove Surabaya
DOI:
https://doi.org/10.51804/deskovi.v5i2.1656Keywords:
brand value, brand visual identity, design thinking, destination branding, kebun raya, logoAbstract
Memiliki sebuah Kebun Raya merupakan sebuah kebanggaan bagi sebuah kota, dan Surabaya sebagai kota terbesar kedua di Indonesia baru saja mendapatkan predikat Kebun Raya bagi Hutan mangrovenya. Dengan begitu hutan mangrove tersebut tidak hanya menjadi tujuan wisata alam namun juga berfungsi sebagai wisata belajar, edukasi, konservasi, dan inovasi. Berubahan status ini sekaligus menjadi sebuah peluang untuk Hutan mangrove melakukan proses pembenahan brand image-nya dengan strategi destination branding. Tujuan dari brand destination adalah untuk menciptakan identitas yang bernilai jual dan menarik bagi target market-nya, salah satunya dengan menciptakan brand visual identity atau lebih dikenal dengan logo. Agar Kebun Raya Mangrove memiliki logo yang representative maka diperlukan proses penggalian data terhadap stakeholder-nya, dan melalui proses desain thinking kemudian diolah menjadi desain logo, logo yang dihasilkan ini kemudian divalidasi melalui proses polling untuk menemukan logo yang paling disukai oleh konsumen.
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