ABSTRACT
The study aimed to look at the similarity, consistency, and authenticity of the visual identity applications of Brand Block 71 that appear in the interior elements of Block 71's coworking space. Interior design is one of the tools that are quite effective in the branding process to visualize the identity of a brand. This research uses qualitative methods. The data is obtained by conducting literature studies and field observations. The results of the study showed that there are several interior elements that apply the visual identity of Block71. This shows that the branding theory that variable similarity, consistency, and authenticity are applied by Block71 Bandung to its interior design. The information obtained through this study is expected to increase interior design knowledge of the interior branding process, apart from adding to the study related to branding in interior design science.
