Journal of Tourism and Hospitality Management

Analysis of Visual Elements and Brand Identity in Tourism Logo: Bali the Island of Gods
Natasha Erinda Putri Moniaga, I Nyoman Sunarta

Abstract
Branding is part of Bali tourism marketing strategy. Throughout the time, logo played a big role in the Bali tourism branding. To say the least, logo is an effort to give strong identity in global tourism market. The identity, as matter of fact, has been known that it was made by foreigners who came to Bali island long before, through trade and adventure trip. The names created by scholars, artists, and celebrities have been in circular. Some of those names are useful in ways of marketing purpose. When the new logo “Bali the Island of Gods” was launched in 2017, it brought some responses from public. There was criticism about the color not being native to Balinese culture. Another question arises about the reasons for choosing the symbols, such as meru and hibiscus flower in the logo. This identity showed inconsistencies. The study used qualitative method by doing deep interviews and literature review. This study concerns on elements of graphic and text in logo. The result of the study showed that “Bali the Island of Gods” logo shown simplicity in terms of style. The color technic is complex with silhouette approach, the balance with the bold contrast on the typeface. In term of branding, the logo was aimed to give strong personality in Bali image so that it brings impact to the arrival of foreign visitors.

Full Text: PDF     DOI: 10.15640/jthm.v11n1a2