TRANSFORMATION OF THE VISUAL IDENTITY OF KUTUS-KUTUS BALI HERBAL PRODUCTS

Abstract

Visual identity plays a crucial role in shaping brand perception, differentiation, and the construction of meaning, particularly for local products rooted in cultural values. This study examines the visual identity transformation of the Balinese herbal product Kutus-Kutus, with a particular focus on its logo design changes. Using a qualitative descriptive-interpretive approach, the study analyzes visual elements before and after the transformation through visual comparison and semiotic analysis. The findings reveal a significant shift from a functional and denotative visual approach, characterized by Latin typography and simplified forms, to a more symbolic and culturally embedded visual system through the use of Balinese script and ornamental structures. This transformation demonstrates a transition from universal visual communication to context-specific representations that emphasize cultural identity and locality. This study contributes to the study of visual communication design by highlighting how the logo transformation functions as a visual sign system that negotiates meaning, culture, and identity in the context of local branding. Practically, these findings offer insights for local brand designers and developers in utilizing cultural symbols in visual identities while balancing functionality and symbolic expression.