Analisis Semiotika dan Resepsi Visual dalam Rebranding Logo Halal MUI - Vivi Varlina; Mutiara Permatasari (Jurnal Komunikasi Global, 2025)
Logo halal baru yang diperkenalkan oleh Badan Penyelenggara Jaminan Produk Halal (BPJPH) menggantikan logo sebelumnya dengan tujuan memperkuat sistem jaminan halal di Indonesia. Desain ini mengintegrasikan elemen budaya lokal, seperti gunungan wayang dan motif batik lurik, untuk memperkuat identitas halal Indonesia yang lebih khas dan kompetitif di pasar global. Penelitian ini menganalisis rebranding logo halal Majelis Ulama Indonesia (MUI) melalui pendekatan semiotik dan resepsi visual. Kajian ini menganalisis makna simbolik dalam elemen visual logo serta respons masyarakat terhadap perubahan tersebut. Data diperoleh melalui dokumentasi, wawancara dengan lima informan yaitu dosen, mahasiswa, pengusaha, praktisi serta pihak yang mengatur penggunaan logo halal, dan studi pustaka terkait. Hasil penelitian menunjukkan bahwa elemen visual logo baru memuat makna religius dan budaya yang terintegrasi dalam satu sistem tanda yang harmonis. Sementara dari analisis resepsi visual ditemukan bahwa logo baru memperoleh respons positif, terutama karena tampilannya yang profesional dan mudah dikenali, meskipun masih diperlukan sosialisasi lanjutan untuk memperjelas makna simboliknya. Studi ini memberikan wawasan strategis tentang dinamika rebranding logo halal serta rekomendasi untuk optimalisasi komunikasi visual dalam sistem jaminan halal nasional.The new halal logo introduced by the Halal Product Assurance Organizing Agency (BPJPH) replaces the previous one with the aim of strengthening the halal assurance system in Indonesia. The design incorporates local cultural elements, such as the wayang gunungan and lurik batik motifs, to reinforce a more distinctive and competitive Indonesian halal identity in the global market. This study analyzes the rebranding of the halal logo of the Indonesian Ulama Council (MUI) through a semiotic and visual reception approach. It examines the symbolic meanings embedded in the visual elements of the logo as well as public responses to the change. Data were collected through documentation, interviews with five informants, including a lecturer, a student, a business owner, a practitioner, and a representative from the institution responsible for regulating the use of the halal logo, and a review of related literature. The findings show that the visual elements of the new logo convey both religious and cultural meanings, integrated into a harmonious sign system. Meanwhile, the visual reception analysis reveals that the new logo received a positive response, mainly due to its professional appearance and recognizability, although further socialization is needed to clarify its symbolic meanings. This study provides strategic insights into the dynamics of halal logo rebranding and offers recommendations for optimizing visual communication within the national halal assurance system.