Bahasa Indonesia

Abstract

Visual identity is a crucial factor in building brand awareness and trust for MSMEs. Nasi Cokot Lestari Cook faced challenges in brand recognition due to the lack of an independent visual identity. This research aims to design a visual identity by integrating Charles Sanders Peirce's semiotic theory and modern flat badge design techniques. The research method used a qualitative approach for design exploration and a quantitative approach through the Mann-Whitney U statistical test. The results show that the logo design based on deep meaning and modern aesthetics created a strong brand identity. However, statistical results indicated a significant decrease in sales values with an Asymp. Sig. value of 0.000. In-depth analysis revealed that this decline was not caused by design factors, but was influenced by external variables, namely high rainfall in the Purworejo area during the implementation period.