Branding Kota Palangka Raya: Perancangan identitas visual berbasis kearifan lokal melalui pendekatan design thinking
DOI:
https://doi.org/10.30998/jd.v13i3.2854Keywords:
Pencitraan Kota, Palangka Raya, Identitas Visual, Design ThinkingAbstract
Kota Palangka Raya memiliki potensi pariwisata yang kaya, tetapi pengembangannya terhambat oleh absennya strategi city branding dan pedoman identitas visual terintegrasi. Penelitian ini bertujuan merancang identitas visual Kota Palangka Raya melalui pendekatan design thinking guna memperkuat citra pariwisata daerah. Metode dilakukan melalui tahapan empathize, define, ideate, prototype, dan testing. Hasil penelitian menghasilkan sebuah logo yang mengintegrasikan kearifan lokal melalui penggabungan siluet burung enggang dan mandau (senjata tradisional Dayak) dengan menerapkan prinsip Gestalt figure-ground, yang diimplementasikan pada berbagai media promosi serta merchandise. Berdasarkan pengujian skala Guttman, perancangan ini memperoleh skor kelayakan sebesar 97,57%. Secara ilmiah, penelitian ini berkontribusi pada penguatan strategi city branding melalui model transformasi nilai kearifan lokal ke dalam sistem identitas visual modern. Selain itu, penelitian menyediakan kerangka kerja praktis bagi pengembangan standar komunikasi visual pariwisata untuk memperkuat daya saing destinasi di tingkat nasional maupun internasional. Hasil ini diharapkan dapat menjadi landasan strategis bagi penguatan pariwisata daerah.
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