ABSTRACT
Uncovering city museums is an idea to measure the sense of local pride towards heritage. Being aware of the condition, Bandung city's government had opened Museum Kota Bandung in 2018. However, as the newest museum in town, the management already faces several challenges, such as introducing the venue and attracting new visitors. Despite its convenient location, the survey indicates that Museum Kota Bandung still lacks public recognition, and the number of visitors kept on decreasing. The struggle worsened when the pandemic hit in 2020, and the regulation closed the building temporarily to unforeseen future. It is believed that designing brand identity for Museum Kota Bandung would help to portray the museum so that communities may perceive the historical journey of Bandung as a design city. Using qualitative methodology through several approaches such as interviews, questionnaires, and observations—this paper aims to reveal the creative process of designing brand identity for Museum Kota Bandung during the pandemic. Furthermore, AISAS as a communication strategy is used to evaluate the results, which consists of a logo, visual assets, and media strategy. The brand identity could be applied later by museum management and promoted through digital platforms before reopening.
