Heritage Tourism Logo Design of Kampung Kemasan Gresik
DOI:
https://doi.org/10.37278/artcomm.v9i1.1508Keywords:
Multiethnic Architecture, Visual Identity, Logo, Heritage Tourism, Kampung KemasanAbstract
This study aims to design a logo for the Heritage Tourism of Kampung Kemasan, Gresik, as an effort to establish a visual identity that can communicatively and sustainably represent the area’s historical, cultural, and multiethnic architectural values. This research is motivated by the absence of a standardized visual identity, particularly a regional logo. This deficiency has resulted in a weak and inconsistent image of Kampung Kemasan as a heritage tourism destination among the public and visitors. The study employs a mixed-method approach, combining qualitative and quantitative techniques through observation, interviews, and questionnaires. Data analysis was conducted using the TOWS Matrix method to formulate logo design strategies based on the internal and external factors of the area. The results indicate that Kampung Kemasan possesses strong visual potential, especially in its multiethnic architectural character that integrates European, Chinese, Arab, and Javanese elements, as well as its historical value as a former gold trading area. Based on these findings, a logo concept titled “Harmony of Multiethnic Architecture” is developed by integrating logogram and logotype elements, supported by the selection of colors and typography that reflect a heritage nuance. The resulting logo is expected to strengthen the area’s image, enhance visitors’ recall, and serve as a foundation for developing a consistent and sustainable visual identity system across various visual communication media.
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