Dr Putri Dwitasari ST MDs while explaining the development of the strategic visual identity framework resulting from her research for her doctoral dissertation at ITS

ITS Campus, ITS News – Visual identity plays an important role in supporting the reputation of higher education institutions in maintaining their image in the public sphere. Recognizing this, one of the graduates of the Doctoral Program in Technology Management, School of Interdisciplinary Management and Technology (SIMT) at Institut Teknologi Sepuluh Nopember (ITS) developed an assessment instrument for the maturity level of strategic visual identity management for higher education institutions.

Through her dissertation, Dr. Putri Dwitasari ST MDs designed an assessment instrument to measure the extent to which higher education institutions can manage their visual identity strategically and consistently. Putri admitted that the idea emerged when she served as the Head of the Image and Promotion Subunit at the ITS Public Communication Unit (UKP) from 2020 to 2021. At that time, she observed that visual identity was only seen as aesthetics and visual design. “As a result, inconsistencies in its implementation became more frequent, especially in higher education institutions,” she said.

The lecturer from the ITS Visual Communication Design (DKV) Department explained that visual identity is a symbol along with graphic elements that can express the essence of an organization. Therefore, it is important to ensure that the campus’s visual identity is managed optimally and not merely based on the old Graphic Standard Manual (GSM). “There should be regular updates and evaluations,” said Putri.

Dr Putri Dwitasari ST MDs (right) when conducting an interview with the Head of the ITS Public Communication Unit (UKP) for 2022-2024, Dr Rahmatsyam Lakoro SSn MT.

In her research, Putri adopted the Expressiveness Quotient (EQ) model approach, which consists of five reputation dimensions as the basis for evaluating the management of higher education institutions’ visual identity. These are visibility, distinctiveness, transparency, authenticity, and consistency. These five dimensions were integrated with a maturity assessment model, which was then formulated into a tool for assessing the maturity of strategic visual identity.

To produce a relevant assessment instrument, the ITS Visual Communication Design undergraduate and ITB Master of Design alumnus conducted observations at five of Indonesia’s top State Universities with Legal Entity Status (PTN-BH). These are Universitas Indonesia (UI), Universitas Gadjah Mada (UGM), Institut Teknologi Bandung (ITB), Universitas Airlangga (Unair), and ITS, which have high rankings in the Quacquarelli Symonds World University Rankings (QS WUR), Times Higher Education (THE), and Webometrics. “The assumption is that these five campuses have a strong presence in managing their institutional reputation and visual identity,” she stated.

Dr Putri Dwitasari ST MDs (center) after the closed dissertation examination session at the School of Interdisciplinary Management and Technology (SIMT) ITS

Putri explained that her research was conducted in four stages. The first stage was a visual audit to identify the visual identity of each campus. The second stage involved in-depth interviews with the visual identity managers and internal stakeholders of the higher education institutions. The results of the first and second stages served as the foundation for the third stage, which was the development of the assessment instrument for the maturity level of higher education institutions in managing their visual identity.

After the development stage was completed, the fourth stage involved applying the assessment instrument to higher education institutions as the basis for evaluation. In this case, a strategic visual identity management framework was produced through these four stages. Putri revealed that this process took approximately three years. “This is because we had to carry out the first and second stages repeatedly at each higher education institution,” she explained.

Dr Putri Dwitasari ST MDs (right) while conducting the audit process with internal parties of Universitas Airlangga.

The woman born on September 20, 1986, added that the resulting strategic visual identity management framework can be applied to institutions of any status to improve their visual identity management. The assessment instrument was designed to be flexible and adaptable to the needs of each institution, whether public or private. “I hope this instrument can be implemented as a tool for periodic evaluation,” Putri expressed.

The research, detailed in a dissertation under the guidance of Ellya Zulaikha ST MSn PhD and Dr. oec HSG Syarifa Hanoum ST MT, also supports point 9 of the Sustainable Development Goals (SDGs) regarding industry, innovation, and infrastructure. In the future, Putri plans to simplify the assessment instrument to make it more practical and flexible, so it can be adopted by more institutions. (ITS PUBLIC RELATIONS)

Reporter: Putu Calista Arthanti Dewi