Product logo identity design: a case study on increasing the value of micro, small, and medium enterprises (MSMEs) snack products

Authors

  • Yully Ambarsih Ekawardhani Universitas Komputer Indonesia (UNIKOM), Bandung
  • Muhammad Na'imulloh Ismina Fasya Desain Komunikasi Visual Universitas Komputer Indonesia (UNIKOM), Bandung
  • Merlina Fatimah Nasruddin Desain Komunikasi Visual Universitas Komputer Indonesia (UNIKOM), Bandung

DOI:

https://doi.org/10.33153/glr.v22i2.6098

Keywords:

Product design , Logo identity, Logo design , MSMEs, Snack products

Abstract

A cohesive identity for MSME products is imperative, particularly in light of the prevalence of similar types and shapes of products, especially snacks. The adoption of an identity in the form of a logo has the potential to serve as a differentiating factor for snack products. This research aims to devise an identity design for the product logo of Micro, Small, and Medium Enterprises (MSMEs) potato chip snacks. To this end, the art-based research (ABR) method was employed as a facilitator to understand creative ideas in a visual work. The research method comprised two stages: the initial stage involved observing and communicating with relevant individuals to understand the challenges faced by the product. The subsequent stage entailed the implementation of the design thinking method to gain an understanding of design centered on human needs. The previous logo was found to be inconsistent and lacked legibility. MSME snack products must contend with competition in the market, particularly to enhance recognition among similar products. The result is a logo identity design that aligns with the values of the product owner. Adopting this new logo identity design differentiates the snack food product from competing products while concurrently reinforcing its image.

Downloads

Download data is not yet available.

References

[1] A. Wheeler, Designing Brand Identity. Hoboken, New Jersey: John Wiley & Sons,. 2009.

[2] F. Aulia, H. Afriwan, and D. Faisal, “Konsistensi Logo Dalam Membangun Sistem Identitas,” Gorga J. Seni Rupa, vol. 10, no. 2, p. 439, Dec. 2021, doi: 10.24114/gr.v10i2.28131.

[3] A.-M. Erjansola, J. Lipponen, K. Vehkalahti, H.-M. Aula, and A.-M. Pirttilä-Backman, “From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger,” J. Brand Manag., vol. 28, no. 3, pp. 241–253, May 2021, doi: 10.1057/s41262-020-00223-5.

[4] T. C. Melewar, P. Foroudi, S. Gupta, P. J. Kitchen, and M. M. Foroudi, “Integrating identity, strategy and communications for trust, loyalty and commitment,” Eur. J. Mark., vol. 51, no. 3, pp. 572–604, Apr. 2017, doi: 10.1108/EJM-08-2015-0616.

[5] C. W. Park, A. B. Eisingerich, G. Pol, and J. W. Park, “The role of brand logos in firm performance,” J. Bus. Res., vol. 66, no. 2, pp. 180–187, Feb. 2013, doi: 10.1016/j.jbusres.2012.07.011.

[6] C. Kohli and R. Suri, “Creating effective logos: Insights from theory and practice,” Bus. Horiz., vol. 45, no. 3, pp. 58–64, May 2002, doi: 10.1016/S0007-6813(02)00203-3.

[7] B. I. A. McInnes, J. S. McBride, N. J. Evans, D. D. Lambert, and A. S. Andrew, “Osmium Isotope Constraints on Ore Metal Recycling in Subduction Zones,” Science (80-. )., vol. 286, no. 5439, pp. 512–516, Oct. 1999, doi: 10.1126/science.286.5439.512.

[8] S. H. Permana, “Strategi Peningkatan Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia,” Aspir. J. Masal. Sos., vol. 8, no. 1, pp. 93–103, Jun. 2017, doi: 10.46807/aspirasi.v8i1.1257.

[9] R. F. Wilantara and R. Indrawan, “Strategi dan Kebijakan Pengembangan UMKM,” Refika Aditama. Bandung, 2016.

[10] D. Darwanto, “Peningkatan daya saing umkm berbasis inovasi dan kreativitas (strategi penguatan property right terhadap inovasi dan kreativitas),” J. Bisnis dan Ekon., vol. 20, no. 2, p. 24200, 2013.

[11] Khuzaima Desri Rahmadhani, Jihan Areetha Maritza Suryanto Putri, Muhammad Naufal Ihsan, Nadiyah Putri Hapsari, and Putri Widiawati, “Peran dan Kedudukan UMKM Dalam Perdagangan Internasional,” Cemerlang J. Manaj. dan Ekon. Bisnis, vol. 3, no. 1, pp. 108–120, Jan. 2023, doi: 10.55606/cemerlang.v3i1.705.

[12] G. Ad”r, V. Adr”, and N. E. Pascu, “Logo Design and the Corporate Identity,” Procedia - Soc. Behav. Sci., vol. 51, pp. 650–654, 2012, doi: 10.1016/j.sbspro.2012.08.218.

[13] N. Beech, D. Devins, J. Gold, and S. Beech, “In the family way: an exploration of family business resilience,” Int. J. Organ. Anal., vol. 28, no. 1, pp. 160–182, Jan. 2020, doi: 10.1108/IJOA-02-2019-1674.

[14] H. Hendryadi and D. Purnamasari, “Model Hubungan Citra Merek, Perpsepsi Kualitas, Harga dan Intensi Pembelian Konsumen,” J. STEI Ekon., vol. 27, no. 1, pp. 10–25, Jun. 2018, doi: 10.36406/jemi.v27i1.156.

[15] D. N. Faridyah, “Analisis Karakteristik Dan Peran Pengusaha Perempuan Pada Anggota Www.Umkmindonesia.Id,” JABE (Journal Appl. Bus. Econ., vol. 7, no. 1, p. 111, Sep. 2020, doi: 10.30998/jabe.v7i1.7767.

[16] L. Muzellec and M. Lambkin, “Corporate rebranding: destroying, transferring or creating brand equity?,” Eur. J. Mark., vol. 40, no. 7/8, pp. 803–824, Jul. 2006, doi: 10.1108/03090560610670007.

[17] V. Wibowo, I. G. So, E. A. Kuncoro, and A. Bandur, “Business continuity of culinary SMEs: Empirical study of personal branding, corporate branding, open innovation, and competitive advantage,” J. East. Eur. Cent. Asian Res., vol. 11, no. 1, pp. 28–41, Feb. 2024, doi: 10.15549/jeecar.v11i1.1383.

[18] L. Seewann and R. Verwiebe, “How do people interpret the value concept? Development and evaluation of the value conceptualisation scale using a mixed method approach,” J. Beliefs Values, vol. 41, no. 4, pp. 419–432, Oct. 2020, doi: 10.1080/13617672.2019.1707748.

[19] H. S. Neap and T. Celik, “Value of a product: A definition,” Int. J. Value-Based Manag., vol. 12, pp. 181–191, 1999.

[20] P. Leavy, Research design: Quantitative, qualitative, mixed methods, arts-based, and community-based participatory research approaches. Guilford Publications, 2022.

[21] G. Chilton, N. Gerber, A. Bechtel, T. Councill, M. Dreyer, and E. Yingling, “The Art of Positive Emotions: Expressing Positive Emotions Within the Intersubjective Art Making Process (L’art des émotions positives : exprimer des émotions positives à travers le processus artistique intersubjectif),” Can. Art Ther. Assoc. J., vol. 28, no. 1–2, pp. 12–25, Jul. 2015, doi: 10.1080/08322473.2015.1100580.

[22] N. Cooper, E. Brady, H. Steen, and R. Bryce, “Aesthetic and spiritual values of ecosystems: Recognising the ontological and axiological plurality of cultural ecosystem ‘services,’” Ecosyst. Serv., vol. 21, pp. 218–229, Oct. 2016, doi: 10.1016/j.ecoser.2016.07.014.

[23] H. Hohr, “‘Aesthetic emotion’: an ambiguous concept in John Dewey’s aesthetics,” Ethics Educ., vol. 5, no. 3, pp. 247–261, Nov. 2010, doi: 10.1080/17449642.2010.533052.

[24] A. Weber, “Feeling the signs: The origins of meaning in the biological philosophy of Susanne K. Langer and Hans Jonas,” Sign Syst. Stud., vol. 30, no. 1, pp. 183–200, Dec. 2002, doi: 10.12697/SSS.2002.30.1.11.

[25] N. Gerber, E. Biffi, J. Biondo, M. Gemignani, K. Hannes, and R. Siegesmund, “Arts-based research in the social and health sciences: Pushing for change with an interdisciplinary global arts-based research initiative,” in Forum Qualitative Sozialforschung/Forum: Qualitative Social Research, 2020, vol. 21, no. 2, p. 15.

[26] J. M. Whitfield, Rationality and awareness: a Sellarsian approach toward sapience. Library and Archives Canada= Bibliothèque et Archives Canada, Ottawa, 2005.

[27] B. Restall and E. Conrad, “A literature review of connectedness to nature and its potential for environmental management,” J. Environ. Manage., vol. 159, pp. 264–278, Aug. 2015, doi: 10.1016/j.jenvman.2015.05.022.

[28] T. Brown and B. Katz, “Change by Design,” J. Prod. Innov. Manag., vol. 28, no. 3, pp. 381–383, May 2011, doi: 10.1111/j.1540-5885.2011.00806.x.

[29] O. C. Ferrell, M. M. Rogers, L. Ferrell, and J. Sawayda, “A Framework for Understanding Ethical Supply Chain Decision Making,” J. Mark. Channels, vol. 20, no. 3–4, pp. 260–287, Oct. 2013, doi: 10.1080/1046669X.2013.803428.

[30] G. Ambrose and P. Harris, Basics design 08: design thinking. Ava Publishing, 2010.

[31] M. K. Foster, “Design Thinking: A Creative Approach to Problem Solving,” Manag. Teach. Rev., vol. 6, no. 2, pp. 123–140, Jun. 2021, doi: 10.1177/2379298119871468.

[32] T. Brown, “Design thinking,” Harv. Bus. Rev., vol. 86, no. 6, p. 84, 2008.

[33] D. Dunne and R. Martin, “Design Thinking and How It Will Change Management Education: An Interview and Discussion,” Acad. Manag. Learn. Educ., vol. 5, no. 4, pp. 512–523, Dec. 2006, doi: 10.5465/amle.2006.23473212.

[34] H. Plattner, C. Meinel, and L. Leifer, Eds., Design Thinking Research. Berlin, Heidelberg: Springer Berlin Heidelberg, 2012. doi: 10.1007/978-3-642-31991-4.

[35] P. B. Rutledge and J. L. C. Hogg, “In‐Depth Interviews,” in The International Encyclopedia of Media Psychology, Wiley, 2020, pp. 1–7. doi: 10.1002/9781119011071.iemp0019.

[36] R. Razzouk and V. Shute, “What Is Design Thinking and Why Is It Important?,” Rev. Educ. Res., vol. 82, no. 3, pp. 330–348, Sep. 2012, doi: 10.3102/0034654312457429.

[37] Ş. ÇELİKKOL, “The importance of logos and strategies for logo design,” Polit. Eval. Curr. ISSUES, p. 29, 2018.

[38] R. Landa, “Graphic design solutions,” 2006.

[39] A. Kusrianto, “Pengantar Desain Komunikasi Visual (RW Rosari),” Andi Offset. Pythag Kurniati.(2022, Sept. 25). Wisata Romokalisari Adventure L. Surabaya, 2007.

[40] J. Wagemans et al., “A century of Gestalt psychology in visual perception: I. Perceptual grouping and figure–ground organization.,” Psychol. Bull., vol. 138, no. 6, pp. 1172–1217, 2012, doi: 10.1037/a0029333.

[41] M. H. Khamis, Z. M. Azni, S. H. Abd Aziz, and A. Aminordin, “The Integration of Gestalt Theory to The Graphic Design,” Int. J. Acad. Res. Bus. Soc. Sci., vol. 13, no. 6, Jun. 2023, doi: 10.6007/IJARBSS/v13-i6/15449.

[42] A. Oscario, “Pentingnya Peran Logo dalam Membangun Brand,” Humaniora, vol. 4, no. 1, p. 191, Apr. 2013, doi: 10.21512/humaniora.v4i1.3429.

[43] S. Rustan, Logo. Jakarta: PT Gramedia Pustaka Utama, 2021.

[44] S. Bahrun, S. Alifah, and S. Mulyono, “Rancang Bangun Sistem Informasi Survey Pemasaran dan Penjualan Berbasis Object Oriented Programming,” Transistor Elektro Dan Inform., vol. 2, no. 2, pp. 81–88, 2018.

[45] P. A. Saputra and A. Nugroho, “Perancangan Dan Implementasi Survei Kepuasan Pengunjung Berbasis Web Di Perpustakaan Daerah Kota Salatiga,” JUTI J. Ilm. Teknol. Inf., vol. 15, no. 1, p. 63, Jan. 2017, doi: 10.12962/j24068535.v15i1.a636.

Downloads

Published

2024-12-31

Issue

Section

Articles