Indonesia's immense cultural diversity (shaped by over 17,000 islands and hundreds of ethnic groups) presents a complex challenge for constructing a cohesive national visual identity. This research focuses on the visual identity design of the Indonesian Heritage Agency (IHA), an institution under the Ministry of Culture tasked with managing museums and cultural heritage sites. The study addresses a gap in understanding how institutional identities can represent cultural multiplicity while appealing to both domestic and international audiences.
Adopting a qualitative case study methodology, this research analyzes the IHA identity design process initiated by professional designers from the Indonesian Graphic Designers Association (ADGI). Data was collected through documentation review and visual analysis of design artefacts, selected for their integrative representation of cultural elements from diverse regions. The methodological approach was chosen to provide contextual depth to how visual design operates as a medium of cultural negotiation.
Drawing on the theory of Cultural Hybridity, the analysis explores how traditional iconography is reinterpreted through contemporary design strategies. The findings reveal that the resulting visual identity offers a hybrid form (balancing cultural continuity with modern aesthetics) capable of enhancing Indonesia’s cultural diplomacy and nation branding efforts. This work demonstrates the potential of graphic design to translate diverse cultural heritage into a unified yet nuanced visual representation.

Authors:
R.A. Dita Saraswati, Universitas Kristen Maranatha, Indonesia
Ritchie Ned Hansel, Indonesian Graphic Designer Association, Indonesia
Gema Semesta, Indonesian Graphic Designers Association, Indonesia

About the Presenter(s)
Dr. R.A. Dita Saraswati is an Assistant Professor and researcher in the Visual Communication Design Program at Universitas Kristen Maranatha, Indonesia. Her research focuses are graphic design education and visual culture.

Connect on ResearchGate
https://www.researchgate.net/profile/Ra-Dita-Saraswati

See this presentation on the full schedule – Thursday Schedule

Bookmark