Amplifikasi Brand Loyalty dan Awareness melalui Perubahan Logo Taman Impian Jaya Ancol

Abstract

After 30 years, Taman Impian Jaya Ancol (TIJA) replaced the logo it had long used in July 2022. This rebranding occurred at an appropriate moment, considering that during the COVID-19 pandemic in 2020–2021 people shifted their tourism preferences toward alternatives such as virtual tourism, road trips, voluntourism, and other forms of travel. As the pandemic began to ease in 2022, TIJA introduced a new logo to strengthen brand awareness among both existing and potential consumers. This study aims to identify the marketing strategies implemented by TIJA through the lens of marketing semiotics proposed by Laura R. Oswald (2015). The findings show that TIJA’s new logo reflects a brandscape characterized by emotional tension embedded in each letter of the logo, symbolizing happiness, wonder, hospitality, and relaxation. In addition, the use of cultural tension depicted through the overall symbols is intended to prevent cultural conflict while acknowledging cultural categories. TIJA leveraged this rebranding moment to shift public travel behavior back toward urban recreational destinations. The study concludes that the new logo, as part of TIJA’s marketing semiotic strategy, has contributed to strengthening brand identity and potentially supporting the increase in visitor numbers and strengthening brand identity. This research also provides implications for similar industries to adopt comparable strategies in adapting, reinforcing brand identity, and enhancing promotion, while contributing to the development of marketing semiotics studies.