<![CDATA[This study explores how the company profile of PT Asuransi Kredit Indonesia (Askrindo) functions as a semiotic text that symbolically communicates institutional values. Using Roland Barthes’ semiotic theory, the research analyzes verbal and non-verbal signs—including language, imagery, layout, and color—to uncover layers of denotation, connotation, and myth. Supported by Stuart Hall’s theory of representation and Elliot & Maier’s color theory, the findings reveal how design elements collectively construct a cultural narrative aligned with the AKHLAK values mandated for Indonesian state-owned enterprises. These values—such as trustworthiness, competence, harmony, adaptability, and collaboration—are not explicitly stated but are embedded in the company’s symbolic choices. The study also highlights representational gaps, notably the underemphasis of loyalty, suggesting selective ideological messaging. Overall, the company profile is positioned not merely as a branding tool but as a vehicle for institutional myth-making and value performance.]]>
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