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All Journal Jurnal Ilmu Komunikasi Jurnal Dimensi DKV Seni Rupa dan Desain
Yana Erlyana
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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ANALISIS BRAND ACTIVATION EXPERIENTIAL LOGO GOJEK TAHUN 2019 Yana Erlyana; Shierly Everlin
Jurnal Dimensi DKV Seni Rupa dan Desain Vol. 6 No. 2 (2021): Jurnal Dimensi DKV Seni Rupa dan Desain
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (872.939 KB) | DOI: 10.25105/jdd.v6i2.10654

Abstract

Abstract The 2019 Gojek Logo Brand Activation Experiential Analysis. On rebranding of Gojek brand, brand activation with an experiential marketing approach is deemed necessary to improve service quality. Gojek tries to improve the quality by updating and expanding its services. As of there was the creation of a new logo design in 2019 with the aim of reintroducing the new Gojek company image. The strategy carried out by Gojek is included in corporate visual, which is changing the identity to interpret changes in the corporate message to its users. This research is qualitative research with a case study research design which uses an experiential marketing approach method which aims to determine the achievement of corporate brands through brand activation. The results show that experiential marketing creates opportunities for Gojek application users to get emotional and rational experiences.Keywords: logo, corporate brand, brand activation, experiential marketing AbstrakAnalisis Brand Activation Experiential Logo Gojek Tahun 2019. Dalam perubahan baru pada brand Gojek, brand activation dengan pendekatan experiential marketing dirasa perlu dalam meningkatkan mutu layanan. Perubahan logo dilakukan dengan tujuan menciptakan engagement, loyalitas dan reputasi baik dalam masyarakat. Gojek adalah sebuah aplikasi daring yang menawarkan layanan transportasi. Gojek berusaha meningkatkan kualitas dengan memperbaharui dan memperluas layanannya sehingga terjadi penciptaan sebuah desain logo baru pada tahun 2019 dengan tujuan memperkenalkan kembali perusahaan Gojek citra yang baru. Gojek melakukan strategi dalam corporate visual, dengan mengubah identitas dalam bentuk logo untuk memaknai perubahan pesan coorporate kepada penggunanya. Penelitian ini merupakan penelitian kualitatif dengan desain penelitian studi kasus yang menggunakan metode pendekatan experiential marketing dengan tujuan mengetahui pencapaian corporate brand melalui brand activation. Hasil penelitian menunjukkan bahwa experiential marketing memunculkan peluang bagi pengguna aplikasi Gojek dalam mendapatkan pengalaman emosional dan rasional.Kata kunci: logo, corporate brand, brand activation, experiential marketing
Narasi Visual dan Makna Simbolik Film Pendek “49 Days” Rico Steffenly Herisen; Yana Erlyana
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5394

Abstract

This study examines how semiotic and visual communication elements are employed in the short film 49 Days to represent psychological trauma rooted in mystical beliefs within the context of a Chinese-Indonesian family. Using a descriptive qualitative method, the research applies Roland Barthes’ semiotic framework and examines cinematographic aspects including symbols, color, lighting, framing, and character blocking. The 22-minute film narrates the story of a young mother who struggles with the loss of her child amid cultural pressures, patriarchal relations, and an authoritarian family structure that limits her freedom. The findings reveal that kitchen tools, clothing colors, confined domestic spaces, and nonverbal gestures function as symbolic markers of inner conflict, social repression, and deep feelings of guilt. Visual strategies such as symmetrical composition, low-key lighting, and the use of enclosed spaces further intensify the sense of isolation, helplessness, and estrangement experienced by the protagonist. The analysis emphasizes that visual signs are not merely aesthetic choices but construct a coherent narrative that uncovers psychological trauma while simultaneously offering cultural critique of mystical beliefs and patriarchal systems. These findings contribute to the academic discourse on visual communication studies and provide practical insights for the development of short film production in Indonesia that is more sensitive to local cultural and social contexts.
Co-Authors Everlin, Shierly Rico Steffenly Herisen