The Effect of Rebranding of Gojek Logo Design on Corporate Image

Abstract

Brand plays an important role in marketing aspects. In its implementation, the brand is represented by a logo. Logo as a visual identity system is specifically designed to be able to represent the corporate image. Besides, the image of a product or company can change due to some conditions. Hence, the company needs to rebrand. This thing also happened to Gojek Company. The purpose of this research is to find the effect of the rebranding of the Gojek logo design on a corporate image simultaneously and partially. The method applied in this research is survey-explanatory with quantitative as well as qualitative data (mixed methods). The scope of this research is limited on the variables; logo shape, logo color, font type, and tagline. Moreover, this research only involved Pontianak City. The sampling method used in this research is a stratified random sampling method that engages 100 respondents. The result of this research proved that there is a significant effect between the variable of rebranding logo design on the corporate image simultaneously. Based on the calculation, it shows that, the F tally > F table which is 30,038 > 2,47. However, not all those variables significantly affected the corporate image partially. This statement is based on the qualitative result, which showed that the logo shape and tagline variables were more concerned than logo color and font type variables.