Designing an Ecotourism Visual Identity for Bulu Cindea Village, Bungoro District, Pangkep Region

Abstract

Bulu Cindea Village is a village located in Bungoro District, Pangkajene Regency and Islands, South Sulawesi. Bulu Cindea Village has been a tourism village since 2019 (DPMD Kab. Pangkep Bid PPMD, 2019), and by 2022 belongs to the category of developing villages. According to the Chief of Bulu Cindea Village, Made Ali, despite the fact that the village has been converted into a tourism village, its existence is still unknown to the people outside Pangkep region. This village needs its own attractiveness so it can raise the village’s awareness. In this case, Visual identity is essential so that the brand can be better known and it can influence the decision-making of visitors who want to visit a tourist object in the area. The aim of this research is making a visual identity of Bulu Cindea Tourism Village. This research uses the Research and Development (R&D) method with the design

thinking approach. Research process uses qualitative data collection techniques to obtain valid and objective data and to provide a more complete and in-depth picture of the problem or phenomena being studied. The interview was conducted with the village chief and the Kabba village residents as respondents. The design thinking phase begins with the phases of empathy, define, ideate, prototype, and testing. The results of this research, all forms of thought and imagination Bulu Cindea village are the basis of the formation of character in the design of the village’s visual identity especially on the logo design. The color spectrum that can be found in Bulu Cindea village is an energetic concept of nature and a thick cultural base of color selection that creates harmony in life and heritage in a dynamic aesthetic balance. The testing or testing process involves 14 citizens and the village officials. The test results show that the designed visual identity is able to represent various aspects of Bulu Cindea Village, especially the mangrove tourist attractions, with quite positive responses from the test participants.