Animalium: Visual Identity and Meaning-Making Through Character Design

Abstract

This artwork presents “Animalium”, a commissioned design project created for Anutara, a premium shop at Universitas Multimedia Nusantara (UMN), which serves as a flagship representing UMN’s acclaimed design school, one of the top choices for visual communication design (DKV) in Indonesia. The project’s purpose was to visually express the abstract 5C of Kompas Gramedia core value in a way that could be easily understood by a wide audience. To achieve this, the design process employed the visual metaphors theory by Lakoff and Johnson, a method that transforms abstract ideas into concrete, perceivable forms. The results demonstrate how metaphorical representation can successfully bridge the gap between conceptual frameworks and visual communication, producing engaging and meaningful design outcomes. The significance of this work lies in its contribution to design practice, showing how theoretical models like visual metaphors can enhance the clarity, accessibility, and impact of complex institutional values when applied thoughtfully in branding and visual design.