GRAPHIC HARMONY: ANALYZING BALI'S TOURISM LOGO VISUAL ELEMENTS FOR EFFECTIVE BRAND IDENTITY EVALUATION

Abstract

Wonderful Indonesia Tourism has played a pivotal role in the economic development of Bali, with a history dating back to the 1930s. Over the years, Bali's tourism industry has evolved significantly, and branding, in particular, has become a crucial strategy to attract foreign visitors. This paper delves into the journey of Bali's tourism branding, exploring the impact of various logos on the influx of tourists. Beginning with the colonial era and spanning the Indonesian Republic, tourism in Bali has undergone a process of modernization. The adoption of logos has been instrumental in promoting Bali as a tourist destination, with the primary aim of expanding its international market. Three distinct logos have been employed in this endeavor to attract foreign tourists. The "Visit Indonesia Year" branding initiative in 2008 aimed to enhance the image of Indonesian tourism. It was considered successful in increasing foreign tourist arrivals. However, this success was short-lived, and the number of visitors began to decline once more. In response to this, the local government in Bali recognized the need for a fresh branding approach, which led to the adoption of the "Bali Shanti" logo. This new logo was introduced with the expectation that it would better serve the objectives and utilitarian goals of tourism branding. In 2011, Indonesia initiated a national rebranding effort, introducing "Wonderful Indonesia" as the new national branding. Bali, as a province participating in the national tourism program, had to align its tourism branding with this strategy. This led to the official adoption of the "Bali the Island of Gods" logo in 2017, which remains in use today. The process of selecting this logo involved collaboration among various stakeholders, including the central and regional governments, cultural figures, artists, academic scholars, and branding professionals. Despite differing opinions, the stakeholders generally accepted this logo. This study explores the historical and contemporary evolution of Bali's tourism branding, shedding light on the role of logos in shaping the tourism industry. It examines the successes and challenges faced by different branding initiatives and their impacts on foreign tourist arrivals