Analisis Resepsi Desainer Grafis Profesional pada Logo Juara Sayembara Badan Karantina Indonesia 2023

Abstract

This study aims to explore how professional graphic designers interpret the winning logo of the 2023 Indonesian Agricultural Quarantine Agency (BARANTIN) logo competition. The competition sparked controversy due to the winning entry being submitted by an internal official, despite the contest being declared open to the public. The winning logo was criticized for lacking institutional representation and merely featuring the Garuda symbol without supporting visual elements. This research uses a qualitative approach and reception analysis method based on Stuart Hall's encoding/decoding theory. Data were collected through in-depth interviews with professional graphic designers who have over 10 years of experience. The findings reveal varied interpretations among the informants, ranging from dominant-hegemonic, negotiated, to oppositional readings. Most informants believe the logo fails to communicate effectively and does not fully represent BARANTIN's institutional identity. This study is expected to contribute to a more transparent discourse in graphic design and serve as a reference for government institutions in conducting more professional institutional branding processes.