Proceedings of the 1st Seminar and Workshop on Research Design, for Education, Social Science, Arts, and Humanities, SEWORD FRESSH 2019, April 27 2019, Surakarta, Central Java, Indonesia

Research Article

Representation of Keris in The Jateng Gayeng Brand Identity: From Weapon to Icon

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  • @INPROCEEDINGS{10.4108/eai.27-4-2019.2286896,
        author={Prakas  Agrestian and Deny Tri Ardianto and Theresia  Widyastuti},
        title={Representation of Keris in The Jateng Gayeng Brand Identity: From Weapon to Icon },
        proceedings={Proceedings of the 1st Seminar and Workshop on Research Design, for Education, Social Science, Arts, and Humanities, SEWORD FRESSH 2019, April 27 2019, Surakarta, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={SEWORD FRESSH},
        year={2019},
        month={9},
        keywords={keris jateng gayeng brand identity},
        doi={10.4108/eai.27-4-2019.2286896}
    }
    
  • Prakas Agrestian
    Deny Tri Ardianto
    Theresia Widyastuti
    Year: 2019
    Representation of Keris in The Jateng Gayeng Brand Identity: From Weapon to Icon
    SEWORD FRESSH
    EAI
    DOI: 10.4108/eai.27-4-2019.2286896
Prakas Agrestian1,*, Deny Tri Ardianto1, Theresia Widyastuti1
  • 1: Universitas Sebelas Maret, Surakarta, Indonesia
*Contact email: agrestian.p@student.uns.ac.id

Abstract

Brand identity is not only used by companies or commercial products. Various countries and cities throughout the world also use the brand identity as a cultural existence. It began to be used as an image of the region in order to lift the presence of local culture in Indonesia. Central Java as a part of Indonesia's province also uses brand identity in the face of international competition. Keris is used as an icon on the brand identity that is carried, because it is one of Javanese local cultures that has been recognized by the world. It has various forms and histories can be found in various meanings that contain noble values. In this study, we will discuss about the keris which is used as an icon in the brand identity owned by Central Java called Jateng Gayeng. The meaning of the keris symbol can be investigated why it is used as the main icon in the Jateng Gayeng brand identity. The purpose of this study was to find out the meaning of representation of keris which was described through the logo in the brand identity of Jateng Gayeng. Central Java as one of the provinces with a wealth of potential that is so complex to interpret the keris not only as an art object but as a cultural power and personality image of its people as revealed by its predecessors.