- Mascot,
- Visual Identity,
- Branding,
- Academic Promotion
Copyright (c) 2024 Kevin Wahyu Febrillian, Nur Maghfirah Aesthetika
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
General background: Mascots serve as effective visual identity elements for various organizations to convey character uniquely. Specific background: The Communication Science Study Program at Universitas Muhammadiyah Sidoarjo (UMSIDA) uses "Si Kombi," a character blending human and butterfly features, in colors representing the program's identity. Knowledge gap: Limited research exists on mascots' role in academic branding and public engagement. Aims: This study evaluates "Si Kombi" as a visual tool for building the program's brand and attracting interest. Results: The mascot’s design features two-dimensional elements with dominant colors, enhancing recognition and appeal among potential students. Novelty: Integrating a mascot into academic branding offers a fresh approach to promoting study programs. Implications: This study highlights how mascots can strengthen academic brands, enhance promotion, and foster emotional connections with audiences.
Highlights:
- Brand Representation: "Si Kombi" serves as a unique visual identity for UMSIDA's Communication Science Study Program.
- Effective Engagement: The mascot enhances public attention, making the program more recognizable to prospective students.
- Innovative Strategy: Using mascots in academic branding adds a fresh approach to promotional efforts in educational institutions.
Keywords: Mascot, Visual Identity, Branding, Academic Promotion
References
- V. A. Abednego, "Visual Identity vs Brand Identity," Binus University, Dec. 2018. [Online]. Available: https://binus.ac.id/malang/2018/12/visual-identity-vs-brand-identity/. [Accessed: Feb. 05, 2024].
- M. A. Firmansyah, Buku Pemasaran Produk dan Merek (Planning & Strategy), 1st ed. CV. Penerbit Qiara Media, 2019.
- A. Wardhana, "Brand Image dan Brand Awareness," Brand Marketing Art Branding, vol. 1, no. 1, pp. 105–118, Jan. 2020.
- Y. Hadiprawiro, "Desain Logo dan Maskot ‘Difabel Klaten’ sebagai Brand Awareness Kampanye Sosial Peduli Masyarakat Disabilitas di Klaten, Jawa Tengah," Deleted Journal, vol. 5, no. 2, p. 135, Jan. 2018.
- C. M. Rahmasari and M. A. S. Nalendra, "Kajian Desain Visual pada Maskot ITEBA," Jurnal DKV, vol. 1, no. 1, pp. 38–52, Oct. 2022.
- L. Sugondo and L. C. K. Buntaran, "Tinjauan Desain Maskot Bacuya Terhadap Brand Identity Piala Dunia U-20 2023," Tuturrupa, vol. 5, no. 1, pp. 1–13, Aug. 2023.
- N. M. Aesthetika, P. Febriana, F. M. Andi, and A. M. Recoba, Buku Ajar Komunikasi Visual, Umsida Press, pp. 1–213, Apr. 2023.
- U. Effendi and Y. Rumnita, "Studi Prilaku Konsumen Dimasa Pandemi Covid-19: Keputusan Pembelian Smartphone Berbasis Android dalam Perspektif Citra Merek dan Kepuasan Konsumen," Information Center for Indonesian Social Sciences, vol. 1, no. 2, pp. 76–89, Dec. 2020.
- S. Uttara, "Analisis Desain Karakter pada Maskot Asian Games Ke-18 Jakarta Palembang," Bhagirupa, vol. 1, no. 1, pp. 1–8, Oct. 2021.
- A. Syarif and D. Putra, "Pembuatan Desain Maskot Sebagai Representasi Visual Return Space & Coffee," MDP Student Conference, 2023.
- P. A. Darmastuti, "Psikologi Warna," Institut Seni Indonesia Denpasar, Oct. 08, 2021. [Online]. Available: https://isi-dps.ac.id/psikologi-warna/. [Accessed: Jan. 10, 2024].
- A. Ansori, "Kepribadian dan Emosi," JLPN, vol. 1, no. 1, pp. 41–54, Jun. 2020.
- R. Razali, R. Rosmidahanim, et al., "Understanding the Meaning and Symbols of Animals in Visual Artwork: A Case Study of Five Selected Works in the SI + SA 2020 Exhibition," Idealogy Journal, vol. 6, no. 2, pp. 78–90, Sep. 2021.
- M. A. Mirya A, "Serat Ngalamating Kucing Mitos Kucing dalam Budaya Jawa," Nusa: Jurnal Ilmu Bahasa dan Sastra, vol. 12, no. 4, pp. 173–185, Nov. 2017.
- K. Pandiangan, M. Masiyono, and Y. D. Atmogo, "Faktor-Faktor yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty," JIMT, vol. 2, no. 4, pp. 471–484, Mar. 2021.