The Role of Typography in Building the Visual Identity and Brand Image of Askha Jaya, a Local Brand in South Lampung Regency in the Digital Era

Authors

  • Yugo Dwi Prasetio Visual Communication Design, Faculty of Science and Technology, Universitas Indonesia Mandiri, Lampung, Indonesia
  • Azizah Nur Aulia Visual Communication Design, Faculty of Science and Technology, Universitas Indonesia Mandiri, Lampung, Indonesia
  • Arum Bahari Visual Communication Design, Faculty of Science and Technology, Universitas Indonesia Mandiri, Lampung, Indonesia

Keywords:

Typography, Visual Identity, Brand Image, Branding, MSMEs, Askha Jaya, Digital Era

Abstract

The rapid development of digital technology has transformed the visual communication strategies employed by micro, small, and medium enterprises (MSMEs) to establish strong and competitive brand identities. Typography has become one of the most essential visual elements in this transformation. It is no longer perceived merely as a medium for conveying textual information but also as a visual component capable of representing a brand's personality, values, and characteristics. This study aims to analyze the role of typography in shaping the visual identity and brand image of Askha Jaya, a local brand in South Lampung Regency, in the digital era. The research employed a qualitative approach using a case study method. Data were collected through observations of the brand's logo, product packaging, digital promotional media, and social media content, supported by documentation and literature studies on typography, visual identity, and branding theories. Data analysis followed the interactive model of Miles and Huberman, consisting of data reduction, data display, and conclusion drawing. The findings indicate that the consistent use of clean, simple, and highly legible sans-serif typography enhances information readability while creating a modern, professional, and recognizable brand impression across digital platforms. Furthermore, the consistent application of typography in logos, packaging, social media content, and promotional materials strengthens Askha Jaya's visual identity, improves brand recall, reinforces brand image, and increases consumer trust. This study concludes that typography serves as a strategic element within a visual identity system and significantly contributes to the branding success of local MSMEs in the digital era. Therefore, selecting and consistently implementing appropriate typography is essential for enhancing the competitiveness of local brands in today's increasingly competitive digital communication landscape.

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References

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Published

2026-08-19

How to Cite

Prasetio, Y. D., Aulia, A. N., & Bahari, A. (2026). The Role of Typography in Building the Visual Identity and Brand Image of Askha Jaya, a Local Brand in South Lampung Regency in the Digital Era. International Journal of Visual Communication and Design, 1(1), 1–11. Retrieved from https://journal.uimandiri.ac.id/index.php/ijvcd/article/view/233

Issue

Vol. 1 No. 1 (2026): August

Section

Articles

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Copyright (c) 2026 Yugo Dwi Prasetio, Azizah Nur Aulia, Arum Bahari

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