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Abstract— This research is entitled "Corporate Identity Visual of PT Astra International Tbk". PT Astra International Tbk as a multinational company wants to show the public its corporate identity as the holding company of various subsidiaries. This is done so that the public knows the image and advantages of Astra International as a holding company. The purpose of this study is to determine the meaning shown by PT Astra International Tbk in the company's visual identity used by the company. The method used is a qualitative research method with Charles Peirce's semiotic approach. The results of this study are (1) The meaning of icons, indices and symbols of the form of visual corporate identity at PT Astra International is stable, silent, solid, firm, rational, technical excellence, formal, perfect, reliable, honesty, integrity, dynamic , moving, speed, repeating, unbroken, beginning and ending, eternal, quality, reliable, perfect, sun, life and universe. (2) The meaning of icons, indexes, and symbols of visual corporate identity typography at PT Astra International is solid, strong, robust, and stable. (3) The meaning of icons, indices and symbols of the color of visual corporate identity at PT Astra International is idealism, peace, harmony, calm, trust, loyalty, coolness, friendly, strong, and success. (4) Meanings that always appear in forms, typography, and colors, all of them simultaneously have a 'strong' or 'solid' impression in it.Keywords— meaning, logo, icon, index, symbol |
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