SUKABUMI CITY BRANDING DESIGN

• Main Author: KHAULA SYAHIDA, ALNA
• Format: Final Project
• Language: Indonesia
• Subjects: Menggambar dan gambar
• Online Access: https://digilib.itb.ac.id/gdl/view/67429
• Institution: Institut Teknologi Bandung

Indonesia's nation branding is not as strong as the other countries. To contribute strengthening Indonesia's nation branding, currently cities in Indonesia are starting to compete to build their city branding, including Sukabumi City. Despite being the first city to received the title of Telkom Modern City in 2017, Sukabumi City does not yet have a strong identity other than being known as City of Mochi. Therefore, this design was made because it felt necessary to discover other potentials of Sukabumi City to create the right city branding in hope of being able to compete with other cities to attract tourists and investors to invest in Sukabumi City. These various potentials are obtained through literature studies, interviews, field surveys, and questionnaires that are distributed to the target audience. Furthermore, the potentials of Sukabumi City are analyzed and elaborated based on six competitive identity variables that result in the brand positioning of Sukabumi City. The design was made based on the impressions of the people of Sukabumi City and the regency and its various potentials formulated on logos, taglines, and graphic elements by utilizing forms from Sukabumi City culture to the relationship between the community. This design is further implemented on posters, billboards, stationary, banners, merchandise, environmental design, signage, vehicle graphics, and social media as a promotional medium for city branding of Sukabumi City. The results obtained, namely, while included as city with the smallest area in West Java, Sukabumi City in fact has an abundant potential that is no less prestigious than the other cities in Indonesia, one of them is Wayang Sukuraga. This various potentials can be utilized to encourage the city branding of the City of Sukabumi. The conclusion of this design is that city branding is the right medium to introduce the potentials of Sukabumi City. In order for the city branding to stick in the minds of its target audiences, an accurate strategy is also needed.