City Branding Design as an Identity Penajam Paser Utara Olivia Febrianty Ngabito, Fulkha Tajri M, Sasferi Yendra, Denny Huldiansyah, Sherlia
Institut Teknologi Kalimantan
Abstract
City branding is a strategic city marketing effort that aims to occupy a strategic position in the eyes of the country and the world and differentiate it from other cities. The city branding design was carried out at Penajam Paser Utara Regency (PPU) in conjunction with the Penajam Paser Utara Regency to support the achievement of the Sustainable Development Goals. Regency PPU strives to further develop the region and the community within it, including improving the area^s image on the national scene. The existence of the national capital actually contributed to the identity change of PPU and is best known as the region where IKN was founded. The district has great tourism, industrial, fishing, and agricultural potential that can be developed to support IKN in the future. Urban brand design is carried out through 4 (four) stages, including:
(1) planning and preparation phase (discussion, brainstorming, observational study)- (2) implementation phase (empirical research and in-depth interviews)- (3) prototype and user testing phase (alternative design alternatives and public testing)- and (4) design implementation phase. This design program creates products with a purpose and benefits for many parties, including slogans, city brand logos, manuals, and regency regulations. This activity, hopefully, can positively impact the development of the city as well as the good and long-term cooperation relationship between the government, the university, and the community across the regency of Penajam. Paser Utara.
Keywords: City Branding, Penajam Paser Utara, Design, IKN
