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Hermanto, Y. A. L., Syah Pahlevi, A., Rakhmatia, M. Z., Safitri, N. A., & Ibrahim, N. B. (2021). Analysis Strategy of Visual Brand Adaptation During the COVID-19 Pandemic. KnE Social Sciences, 5(6), 130-138. https://doi.org/10.18502/kss.v5i6.9187

https://doi.org/10.18502/kss.v5i6.9187

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authors

  • Yon Ade Lose Hermanto

    Yon Ade Lose Hermanto

    Universitas Negeri Malang, Malang Indonesia
  • Andreas Syah Pahlevi

    Andreas Syah Pahlevi

    Universitas Negeri Malang, Malang Indonesia
  • Masayu Zulfidyah Rakhmatia

    Masayu Zulfidyah Rakhmatia

    Universitas Negeri Malang, Malang Indonesia
  • Nadira Ayu Safitri

    Nadira Ayu Safitri

    Universitas Negeri Malang, Malang Indonesia
  • Nabisah Binti Ibrahim

    Nabisah Binti Ibrahim

    Universiti Utara Malaysia, Kedah, Malaysia

Published Date

  • Jun 2, 2021

Analysis Strategy of Visual Brand Adaptation During the COVID-19 Pandemic

KnE Social Sciences / International Conference on Art, Design, Education and Cultural Studies (ICADECS) / Pages 130-138

Abstract

This study aimed to determine how companies successfully created visual brands during the COVID-19 pandemic that are easy to remember, contextually-relevant, and educated the public about the current pandemic. The phenomenology research method was used, which is a method to deeply observe actual and factual phenomena occurring at a specific time. This method runs with several steps to find out the essence of the phenomenon that occurs. The results of this study explain consumer behaviour, visual strategies that can be taken by companies in dealing with pandemic situations, and how companies and brands communicate in the new-normal era. It will be a valuable input, especially for visual communication design science, because the collected data can be used to determine strategies and visual communication techniques during a pandemic. Data related to the stage of consumer shifting during a pandemic can also be used to determine the direction of branding and brand communication with the community.


Keywords: visual brand, visual adaptation, COVID-19 pandemic

References
[1] Hadi, Y., & Rachmaniar, A. (2020). Building brand in the Covid crisis. Inventure Knowledge.

[2] Hermanto, Y. A. L. (2020). Online marketplace characteristics for freelance designers. KnE Social Sciences, 4(4). doi: 10.18502/kss.v4i4.6499


[3] Berthens, K. (1987). Fenomenologi eksistensial. Gramedia.


[4] Deetz, S. (1981). Phenomenology in rhetoric and communication. Center for Advanced Research in Phenomenoloy & University Press of America.


[5] Brouwer, M. A. W. (1983). Psikologi fenomenologis. Gramedia.


[6] Littlejohn, S. W., & Foss, K. A. (2008). Theories of human communication (9th ed.). Thomson/Wadsworth.


[7] Hermanto, Y. A. L. (2019). Visual storytelling in folklore children book illustration. Asian Journal of Research in Education and Social Sciences, 1(1).