A VISUAL IDENTITY REDESIGN OF BIRD PARK WITH NATURAL AND MODERN CONCEPT

Abstract

Taman Mini Indonesia Indah (TMII) is a tourist attraction that strongly reflects Indonesia because it can show the wealth of Indonesian culture, art, and biological resources, especially flora and fauna. One of the most interesting tourist objects in TMII is the TMII Bird Park which is the oldest bird park in Indonesia. The TMII Bird Park currently has more than 1,000 birds with 147 species of birds, consisting of Indonesian endemic birds and exotic birds from outside Indonesia. Although the TMII Bird Park has many good points, this park has a drawback in terms of its visual identity which is no longer attractive. Therefore, TMII Bird Park requires a visual identity redesign to maintain its existence and be able to compete with its competitors. The process of creating a new visual identity was carried out using the observation method, interviews with the manager of the TMII Bird Park, and collecting relevant theories from books and other sources. The data obtained from these methods were then collected as a basic reference in creating a new visual identity for the TMII Bird Park. The new visual identity must be able to reflect the image of the Bird Park and match the target audience of the TMII Bird Park. Thus, it is expected that this new visual identity can make TMII Bird Park even more attractive to tourists and continue to exist in the midst of increasingly fierce competition in the tourism business.