Visual Identity Design to Support Media Promotion for the Digital
Business Study Program at the Indonesian University of Education
Muhammad Dzikri Ar Ridlo
Indonesian University of Education
dzikri.ar@upi.edu
|
Keywords |
Abstract |
|
Visual Identity,
Promotional Media, UPI Digital Business Study Program |
In today's digital era, visual identity is an
important point for creating a consistent visual identity. Especially as a
promotional media which is an effective strategy in increasing student
awareness in choosing study programs at higher education. Determining
long-term choices that will have an impact on students' lives makes choosing
a study program an important decision for prospective students. The student's
future social life, profession, and level of personal satisfaction may be
affected by this decision. Selecting a study program at a university is seen
by prospective students as having the power to change the course of a person's
life. Therefore, choosing a particular study program is a crucial choice. The
visual identity attached to the product is very important for universities to
facilitate media for the Indonesian Education University's Digital Business
Study Program. |
Corresponding Author: Muhammad
Dzikri Ar Ridlo
Email: dzikri.ar@upi.edu
INTRODUCTION
The Digital Business Study Program is one of the
tertiary concentrations or specializations at the Tasikmalaya Regional Campus
which is still within the territory of the Indonesian University of Education (Novita & Santoso, 2021) . It was formed in 2019 and has
a vision of becoming a pioneering and superior study program in digital
business by focusing on 3 specific disciplines (hustler, hacker and hipster) in
developing digital products.
Visual identity is considered a visual
representation of a brand, organization, or other entity which includes
elements such as logos, colors, typography, and other design elements (Hitami, 2023) . This aims to create a
consistent and easily recognizable impression for the audience, thereby helping
differentiate the brand or organization from others. The visual identity in
this research discussion will be applied to promotional media for digital
business study programs which influence the level of college selection for new
students.
The choice of study program at a university can be
influenced by various factors, one of which is promotion (Fitria, Ulfah, & Arifudin, 2020) . This paper is based on the
results of research conducted by previous researchers which stated that the
competition that occurs between universities, both public and private, forces
universities to continuously improve strategic approaches to increase the input
of new students to the universities concerned (Kamal & Rahmadiane, 2017 ) . With increasingly fierce
competition, universities must be more aggressive in promoting and improving
quality so that they remain the choice for students to continue their
education. Meanwhile, previous research revealed that promotions had a
significant positive effect on students in choosing institutions, especially
those promoted via radio and television, as well as word of mouth promotions (Bachmid, 2018) . Therefore, it is necessary to
design a visual identity that matches the image of the study program and the
achievement targets of new students. The problem formulation or things to be
done in this project are: What is the process of designing a visual identity as
a promotional medium for the Digital Business Study Program at the University
of Indonesia?
RESEARCH
METHODS
The method used by researchers to design the
visual identity of the Digital Business Study Program and its application to
promotional media is a qualitative research method which is included in
descriptive research. The data search stages carried out in order to obtain optimal
results obtained directly from the study program include:
a
Study of literature
The literature study used in visual design was
taken from a book written by Alina Wheeler entitled Designing Brand Identity –
an Essential Guide for the Whole Branding Team, fourth edition and Design
Solution by Robin Landa which aims to build an identity image for the Digital
Business Study Program.
b
Interview
The interview method was carried out directly with
the informant, Head of the Digital Business Study Program and several
lecturers, with the aim of obtaining information regarding history, vision,
mission, graduate profiles, governance, lecture approaches and problems faced
by the study program in general, so that a visual identity design was needed.
influence on the audience (potential new students).
c
Observation
Observation is a method of collecting data by
direct observation and recording. The provisions in this process are provided
by lecturers from the Digital Business Study Program
RESULTS AND
DISCUSSION
DESIGN CONCEPT
The UPI Digital Business Study Program is here to
face the Society 5.0 era by producing professionals in the digital business
field, as a step to accelerate digital innovation towards efficient and
sustainable business. Has 4 mission points in providing education by fostering
and developing scientific disciplines in the field of professional digital
business, carrying out research to create and developing innovative digital
business theories and practices rooted in local wisdom, forming professional
education in the field of digital business that is integrated in education
academic and professional as well as building networks and partnerships both
nationally and internationally to disseminate experiences and innovative
findings in the field of digital business for the progress and welfare of
society.
The Digital Business Study Program curriculum
concept was created based on world developments, where information and
communication technology has become an identity (Hadisi & Muna, 2015) . The strategy to achieve this
goal is through outcome-based education. This is implemented through a
project-based learning process covering products in the digital business
sector. There are 4 competency identities for the Digital Business Study
Program that support student learning areas, including Hustler, Hacker and
Hipster which are adapted to current startup formation theories.
Designing a visual identity as a promotional
medium has become an effective strategy in increasing market awareness and
awareness of products or services. In several studies, visual identity design
has been carried out to expand the brand image through various supporting media
starting with the creation of logos, supergraphics and their implementation on
print and digital media such as websites, brochures, packaging, business cards
, souvenirs, etc. So visual identity can be an indicator for introducing the
Digital Business Study Program to the audience or prospective new students
1.
Visual Identity
According to previous research, visual identity is
something that is visible and can be felt by the senses (Iivanainen, 2017) . Visual identity plays a role
in achieving public recognition, creating differentiation, and enabling the
brand's big ideas to be conveyed to the audience (Pratiwi, 2018) . Visual identity also has ideal
goals, such as building consumer awareness and trust in the brand, as well as
making the brand more unique and different. Meanwhile, previous researchers are
of the opinion that visual identity is a visual representation of a brand which
is a forum for communicating the value of the brand in order to create a unique
differentiator for the brand (Firdaus, Komariah, & Priyatna, 2017) . Visual identity also has
criteria, such as being simple, unique, relevant, having distinctive characteristics,
and having a consistent rhythm (Juslin, 2013) . In creating or developing a
visual identity, there are five important components, including Logo,
Typography, Color, Imaginary (photography, illustration, or other visual
elements), and Supergraphics (supporting design elements).
Based on experts, it can be concluded that visual
identity is a visual representation of the identity of an entity, such as a
company, brand, organization or product (Dewi, 2023) . This includes visual elements
that are used consistently to identify and differentiate the entity from
others. So, visual identity forms a brand image and helps in building strong
brand recognition in the eyes of the audience, especially prospective new
students of the Digital Business Study Program.
2.
Promotion media
Promotional media are tools or means used for
promotion. Currently, social media cannot be separated from marketing
communications on social media (Keke, 2022) . Social media is very helpful
as a link between producers and consumers wherever they are and whatever the
distance. Social media also has the potential to find consumers and build an
image about a product or brand (Priambada, 2015) . One of the active social media
used by the Digital Business Study Program is Instagram which implements the
ATL (Above the Line) applied category as a marketing activity that is useful
for building the identity of a brand with the aim of introducing the audience
to potential new students of the Digital Business Study Program. An example of
implementing the ATL Digital Business Study Program is advertising its products
through Instagram feeds and reels.
Visual Identity
The first thing to do in forming a visual identity
is to carry out interviews and observations with the Head of the Study Program
and Lecturers of the Digital Business Study Program. The results of the data
obtained are determining the core meaning of visual identity by adapting the
characteristics of the Hustler, Hacker and Hipster curriculum which are
implemented in routine learning and research activities as the core philosophy
in visuals. Research in the Management Journal explains that in the process of
forming a startup in digital business, the minimum number in forming a team
must consist of 3 people, namely "Hustler, Hipster and Hacker" (Indah & Ardhina, 2022) . Where Hackers are people who
have programming skills (programmers), then Hipsters are people who have
innovative and creative abilities so they can continue to innovate with
products (Vinanditha & Almigo, 2023) . Meanwhile, a Hustler is a
person who is able to market or manage startup finances. These three personnel
were used as a philosophical basis for the graphic elements to form the visual
identity of the UPI Digital Business Study Program in supporting media
promotion for the audience (prospective new students).
The results of the brainstorming were carried out
to obtain keywords which will later become guidelines for conducting visual
studies to produce a moodboard. Reference images applied to the moodboard can
help the writer determine the logo sketch. Based on the brainstorming process
that has been carried out, 4 keywords emerged, namely Harmony which means the
harmony of 3 personnel (Hustler, Hacker and Hipster) in forming a startup or digital
business, Unity means collaboration in different fields with the aim of finding
a business, Growth means finding innovation that can develop business, as well
as Impact which is interpreted as the influence of innovation changes on
digital business. These 4 keywords state a philosophy symbolizing the
performance character of the UPI Digital Business Study Program in producing
students who are superior and easy to adapt to today's business industry.
Figure 1 Visual Identity
Keyword Study
(Source: Author Documentation)
Figure 2 Visual Identity Moodboard
(Source: Author
Documentation)
Moodboards
are tools or board media used by designers to help them get a good idea of what
their clients are looking for (Bestari & Ishartiwi, 2016) . The visual identity of the UPI
Digital Business Study Program's visual identity is based on the visual
references of overseas universities such as The British College and Ispa. The
author uses a simple visual style with contrasting color accents that are
thought to be effectively remembered by the audience.
Figure 3 Meaning of Logo
Elements
(Source: Author
Documentation)
The logo that is formed is included in the
combination mark criteria, namely a combination of logomark and logotype, which
means combining logo types in the form of icons
and
text logos (Amanda & Arisandy, 2020) . The symbols designed are
representations of Hustler, Hacker and Hipster in the development of digital
business innovation.
Figure 4 Combination Mark Logo of the UPI
Digital Business Study Program
(Source: Author Documentation)
From
the combination of the visual elements above, it is interpreted as 3
professions, thus forming the symbol of the UPI Digital Business Study Program.
It is hoped that in the future this symbol will become the character of the
Study Program which means a collaboration of 3 roles that can find innovation
and give birth to a business with the best products. The logo that is formed
becomes the initial symbol that is recognized by the audience to represent the
character of the Study Program, then in the future the logo will be introduced
through promotional media as marketing communication to build a brand image for
audiences wherever and regardless of distance.
Figure 5 Color Selection in
Visual Identity
(Source: Author Documentation)
The contrasting main color of orange creates an
impression of attracting attention, optimism in building works that have an
impact on society, symbolizing the spirit of development of innovation and
creativity. As a complement, the secondary color dark blue was chosen to
represent the meaning of the Study Program's independence in adapting to technological
developments as well as the productivity of learning, research and community
service which continues to be carried out for mutual progress. Apart from that,
there are supporting secondary colors such as yellow and purple along with
derivatives (monochrome colors) of light to dark colors and vice versa.
The typography used in the UPI Digital Business
Study Program logo is the Sans Montserrat font. Montserrat is used because it
has a simple and relaxed impression. On the other hand, this font is used for
text that appears during the target's interaction with the application, so that
the target appears to be talking to a friend. The context of the Study Program
logo, Montserrat is adaptable and comfortable to read.
Figure 6 Selection of the
Sans Font Type "Montserrat"
(Source: Author Documentation)
In forming the visual identity, a tagline was
created which functions as a short description that represents the values,
messages and important aspects of the Digital Business Study Program in
building a strong brand identity. The tagline created was "Education to
the Next Level", created in accordance with the identity of the Indonesian
Education University as an education-based tertiary institution that can adapt
to any conditions with the rapid development of digital business technology.
Designing
Brand Identity states that supergraphics can strengthen the visual identity of
a logo, supergraphics also function as an aesthetic component and binder to the
graphic system in every media promotion (Wheeler, 2017) . If the use of the logo is more
repetitive
and fixed, then the main graphic is relatively more adaptable in its
application, allowing the logo to be designed in a way that makes it an
aesthetic identity system. Supergraphics
are visual elements that support identity and usually consist of
elements of color, shape, or a combination of both. In the visual identity of
the Digital Business Study Program, the
supergraphics designed are the result of colors derived from the visual
elements of the dominant logo in the form of diagonals and curved patterns adapted from the main
philosophy of the logo. In practice, the use of supergraphics can be used for various graphic purposes in
implementing media promotions.
Figure 7 Supergraphic from as Visual Identity
(Source: Author Documentation)
Promotion media
After designing the visual identity which includes
determining keywords, moodboards, logos, fonts and supergraphics which are used
as the basis for the brand identity image of the Digital Business Study
Program, the next step is to form a supporting media for promotion which is
based on the needs of the Study Program in introducing products to the
audience. (Handaru & Setiawan, 2023).
In accordance with the previous explanation, one
of the marketing strategies for the digital Business Study Program is
implementing promotional media using the ATL (Above The Line) method on
Instagram (feeds and reels) with the aim of introducing an identity image,
building relationships and quality to the audience/prospective new students. In
practice, the visual identity that has been formed needs to be applied
consistently in various media, including the Instagram content produced.
Social media analytics implemented by Instagram to
help business profile users is by providing the Insight feature (Alfajri et al., 2019) . This feature contains three
functions, namely activity, content and audience which are provided in the form
of data visualization. Since the
emergence of business features on Instagram social media, users have had quite
a lot of interest. This can be seen in the interest of users when activating
their business accounts at the beginning of their appearance in 2016. As many
as 35% of the total respondents activated their business features and this
shows that many users are starting to try to utilize these business features in
the marketing they do.
The
following is a derivative of the visual identity applied to Instagram content
along with the results of social media analytics numbers including the number
of views, likes, comments, shares and bookmarks which can be proven that the
visuals that have been produced can be effectively received by the audience,
especially prospective new students.
Figure 8 Instagram Reels
Profile Video Content and content insight
results
(Source: Author Documentation)
The
Digital Business Study Program profile video shows learning, teaching and
research activities with the aim of creating an image in the media. Visuals
that are formed according to the identity guidelines that have been designed
can be seen from the application of color and supergraphics . By having a consistent main visual identity
reference, traffic data results including
views, likes, comments, shares and bookmarks can achieve effective results. Judging from the analytical data above, the
resulting views reached 56,552, 723
likes , 33 comments, 73 shares and
24 viewers who decided to bookmark .
The dominant data in content analytics
is large views compared to
other data.
Figure 9 Instagram New
Student Admission Feeds Content and content
insight results
(Source: Author Documentation)
Color consistency and supergraphics that are in accordance
with the visual identity that has been established are implemented in feed content with the theme of new
student admissions. This content proves that the Instagram audience is
interested in new student registration. It can be seen that the analytics data on the content
above shows a response of 585 likes 10 comments, 63 share and 185 bookmarks
. The bookmark data
shows results that are more interesting to explore than other data. It can be
concluded that the audience marked this content for the needs of registering
prospective new students in the future.
CONCLUSION
Based on the visual identity design process and the results of Instagram data analytics in media promotion carried out by
the author, it can be concluded that the entire process that has passed
starting from interviews and observations resulted in the keywords Hustler,
Hacker and Hipster as the basis for the meaning/philosophy of creating the
logo. From the design process, by paying attention to literature studies such
as moodboards, logos, typography, colors and supergraphics, visual identity products are produced which
are applied to promotional media for the Indonesian Education University's
Digital Business Study Program. After the visual identity stage has been
formed, there is proof of visual consistency and uniformity in Instagram content as supporting promotional media which
produces effective data analytics to provide information on the image of the
Study Program to the audience, especially for prospective new students which
can be seen from the data views of 56,552 on profile video content as well as
analytics data indicators on bookmarks amounting to 185 clicks on new student
admissions content.
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