Representasi City Branding Jakarta melalui Identitas Merek Asian Para Games 2018
(1) Universitas Indraprasta PGRI - Unindra
(2) Universitas Indraprasta PGRI - Unindra
(3) Universitas Indraprasta PGRI - Unindra
(*) Corresponding Author
Abstract
Penelitian ini akan mengeksplorasi representasi city branding Jakarta melalui identitas merek Asian Para Games 2018. Asian Para Games sebagai sport mega event dapat menjadi akselerasi dalam membentuk city branding. Pendekatan kualitatif digunakan dengan studi kasus identitas merek Asian Para Games 2018 yang dikaitkan dengan elemen identitas city branding. Identitas merek yang akan dianalisis adalah logo, maskot dan slogan. Hasil penelitian ini adalah (1) logo, maskot, dan slogan Asian Para Games 2018, merupakan representasi dari visual difabel yang mengangkat konsep kesetaraan antara difabel dan non-difabel, sehingga tidak memberikan gambaran yang diskriminatif (2) visual difabel tidak harus selalu muncul jelas pada logo, maskot dan slogan; (3) identitas merek Asian Para Games 2018 merupakan salah satu citra city branding Jakarta yang diilustrasikan melalui elemen visual acara olahraga difabel terbesar di Asia.
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DOI: http://dx.doi.org/10.30998/jd.v6i3.3652
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