Visual Identity Design of Candra Naya as a Cultural Heritage

Abstract

Cultural heritage refers to a legacy of cultural significance that is legally protected and must be preserved for future generations. Candra Naya is one of the Chinese cultural heritage sites in Jakarta, located within the Green Central City apartment complex in Glodok, West Jakarta. This building is a cultural heritage of the Chinese community, serving as evidence of the development and integration of the Chinese community in Jakarta. However, as a heritage site, Candra Naya does not yet have a visual identity that represents itself as a cultural entity that is a source of pride for the Chinese community in Jakarta. This research was conducted using qualitative methods, with data collection through direct observation, existing studies, reference studies, interviews, and questionnaires. The result of this research is the design of Candra Naya's visual identity based on David Airey's visual identity design method, which includes four main stages: research, strategy, design, and implementation. This visual identity is designed to represent Candra Naya as the pride and cultural heritage of the Chinese community in Jakarta. This research objective is to design a visual identity for Candra Naya as an authentic Chinese cultural site, corresponding to that objective, this research findings are the problem where Candra Naya's architectural and cultural values are strong, but without a clear visual identity, its symbolic and historical messages are not effectively communicated, moreover Survey and interview data show that most of the target demographic in Jakarta are unfamiliar with Candra Naya or misunderstand its purpose. Even those who had heard of it often viewed it as a place of worship rather than a cultural heritage site. The presence of this visual identity is to help Candra Naya strengthen its image and position as a well-known and appreciated cultural heritage site.