Logo ikonik sebagai bahasa visual iklan: Studi kasus kampanye Mastercard Priceless Experiences
DOI:
https://doi.org/10.30998/jd.v13i4.4898Keywords:
distintctive brand assets, logo, bahasa visual periklananAbstract
Perkembangan komunikasi visual dalam praktik pemasaran menunjukkan bahwa identitas brand tidak hanya berfungsi sebagai penanda visual, tetapi juga dapat dikembangkan sebagai bagian dari strategi penyampaian pesan. Penelitian ini bertujuan menganalisis bagaimana logo Mastercard dalam kampanye periklanan Priceless Experiences digunakan sebagai aset visual yang dikembangkan menjadi struktur pembentuk pesan iklan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus melalui analisis dokumen visual terhadap delapan iklan dalam kampanye Priceless Experiences tahun 2020. Analisis dilakukan dengan membaca karakteristik logo Mastercard sebagai distinctive brand asset melalui kerangka interpretatif fame dan uniqueness, kemudian mengkaji hubungan antara struktur logo, representasi visual pengalaman priceless, dan makna visual yang dibangun dalam iklan. Hasil penelitian menunjukkan bahwa logo Mastercard tidak hanya hadir sebagai identitas visual brand, tetapi juga berperan sebagai struktur formal yang mengatur hubungan antarunsur visual dalam komposisi iklan. Bentuk dua lingkaran beririsan pada logo ditransformasikan melalui berbagai objek seperti headphone, parasut, cap paspor, kain suporter, asap stadion, drum, topi pantai, dan piring makanan untuk merepresentasikan pengalaman musik, perjalanan, olahraga, petualangan, dan kuliner. Konsistensi penggunaan struktur tersebut menunjukkan bahwa logo dapat berfungsi sebagai sistem visual yang menghubungkan identitas brand, representasi pengalaman priceless, dan pesan komunikasi. Penelitian ini memperlihatkan bahwa aset identitas visual dapat dikembangkan sebagai bagian dari strategi kreatif dalam membangun makna pada bahasa visual periklanan.
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