Representasi Pariwisata dalam Narasi Visual: Studi Kasus Brand Guidelines Watashi Travel

Abstract

This study aims to construct the meaning of the adventure narrative contained within the brand guidelines document of a national Indonesian travel company. The current visual communication phenomenon requires tourism brand identities to deeply represent the essence of travel prior to implementation across various promotional media. The research employs a qualitative approach with a case study design. Primary data were obtained through visual documentation of the subject’s brand guidelines, while secondary data were gathered via literature review. Analysis was conducted using a visual communication design review technique encompassing four systematic stages: visual description, formal analysis, semiotic interpretation and evaluation. Findings indicate that the adventure narrative is integratively constructed by deconstructing the initial “W” into silhouettes of birds, mountains and water waves, representing freedom and diversity of natural destinations. The use of a blue-green analogous color scheme psychologically reinforces images of coolness and trust, supported by a typography system projecting a professional yet inclusive character. Practical implications emphasize the importance of creating a cohesive ideological blueprint for creative media practitioners. Research limitations lie in the focus on internal visual text analysis, suggesting that future studies should explore empirical audience reception research. The originality of this research resides in the dissection of design anatomy from a pure semiotic perspective at the fundamental brand guidelines stage, providing a unique contribution to applied tourism communication literature.