A visual identity is a set of visual elements that are used consistently to represent the image, values, and character of a brand, organization, or event. According to Wheeler (2017), visual identity includes elements such as logos, color palettes, typography, iconography, and supporting graphic elements that are designed in an integrated manner to create a clear perception in the minds of the audience. The main function of visual identity is to build brand recognition, create differentiation from competitors, and strengthen emotional relationships with the target audience (Kusrianto, 2011).

In the context of organizing events, visual identity acts as a means of visual communication that conveys the message, theme, and atmosphere of the event to visitors. A properly designed visual identity will make it easier for an event to be recognized, remembered, and associated with the positive experience that visitors receive.

A logo is a graphic representation of an entity that serves as the main symbol in the visual identity system. Kusrianto in Januariansyah (2017) stated that an effective logo has the following characteristics: (1) original and unique, different from other logos so as to avoid identity confusion; (2) have clear readability so that it can be applied to various sizes and media; (3) simple so that it is easy to remember and recognize; and (4) relevant, i.e. able to represent the values, vision, and character of the entity represented.

Hananto (2019) added that the consistency of the use of logos in all promotional media is an important factor in building brand awareness and strengthening the image, especially in digital marketing strategies.

Promotional media is a means used to convey information, persuade, and remind the target audience about a product or event (Kotler & Keller, 2016). In organizing events, promotional media serves not only to attract visitors, but also to strengthen the image and build long-term relationships with the audience.

Types of promotional media commonly used in event marketing include:

The effectiveness of promotional media is determined by an attractive design, clear message, and consistency in the application of visual identity throughout promotional materials.

Technological developments and changes in consumer behavior affect visual design trends in event branding. Lupton (2014) stated that contemporary design trends tend to utilize bold colors, expressive typography, custom illustrations, and layout flexibility that can be adapted to various platforms, especially digital.

In the context of a city-scale festival, the implementation of design trends must consider relevance to local values and culture in order for visual identity to remain emotionally attached to the target audience.

Identify the need for a consistent and compelling visual identity to enhance the image of the Bandung Shocking Sale Festival. At this stage, the problem formulated includes how visual identity is designed and applied effectively.

Examine theories and concepts related to visual identity, logo design, event branding, and promotion strategies. The literature used is sourced from books, journals, and relevant scientific publications.

The data was obtained through an in-depth interview with the co-founder of the Bandung Shocking Sale Festival. This interview aims to explore the preferences, the message you want to convey, and the characteristics that will be poured into the design of the visual identity.

Data were obtained from literature related to visual identity theory and social media, including books, scientific journals, articles, and design references

from similar events. This data is used to strengthen primary data so that the design is in accordance with professional design principles.

The data collection methods used include:

Interview: Dig up information directly from the co-founder regarding the logo concept, colors, typography, and desired visual style.

Moodboard Creation: Compile visual references from interviews and literature to present relevant design styles, then validate them to the co-founders.

Literature Study: Examine design theory, visual identity, promotion strategies, and their application on social media to ensure the suitability of the design with promotional objectives.

Data analysis is carried out inducively through three main stages (Sugiyono, 2010):

In addition, a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis was conducted to identify the position of the Bandung Shocking Sale Festival in the midst of competition for similar events. The results of this analysis became the basis for brainstorming and the preparation of design concepts.

In an entity or in this case a company, visual identity functions as a reflection of the characteristics and visions of the company (Putra, 2020). Logo is an identity in visual form that is applied in various facilities, facilities and company activities. According to Thabroni (2019), as a visual form, visual identity displays symbols that reflect the image to be displayed. Visual identity must also be aligned with the values, characteristics and visions of a company. Visual identity is also called a company symbol, it can be in the form of a logo or a symbol with the aim of being easy to remember. The designed visual identity is also applied in promotional media.

Based on some of the above definitions, it can be concluded that visual identity is a visual image in the form of a logo and its derivatives that describe the company's values, characteristics and visions and missions. This image is what differentiates one company from another. The uniqueness of the characters displayed is a reinforcement for the company to make it easier for the audience to recognize. According to Aziz, Natalia, and Thabrany (2020), events need to have a visual identity in the form of a logo as a medium that represents identity, visions, missions, and characteristics that are in line with the event.

An event needs to create a visual identity, because visual identity can be used as a medium for business development or in this case to expand the target audience. According to the Directorate of Cultural Protection (2015), visual identity has three basic functions, namely:

According to Bluesodapromo in Aldo, Natadjaja, & Febriani (2018), a visual identity or logo is a symbol of what identifies the characteristics of a company or institution. The logo is also the face that displays the characteristics of the institution that distinguishes it from other institutions, so the logo is required to have a unique value and explain the message of the institution.

Visual identity in the form of a logo is one of the important things that an institution must have. With a professional logo owned, it will be beneficial for the branding of the institution. According to Jacob Cass on Justcreative.com website, there are five benefits that institutions get if they have a professional logo, namely:

With the above benefits, a professional visual identity needs to be possessed by the Bandung Shocking Sale Festival as a professional event organizer to symbolize the characteristics and characteristics of the event, as well as serve as an attraction for visitors.

The first stage in data identification is observation made by the author directly at the time of making event ideas, where the author gets various information such as the event concept, the age of the visitors, and the theme of the event.

After making observations, the researcher continued the interview stage with the organizer, namely the cofounder of the Bandung Shocking Sale Festival, which produced various information about the purpose of the event, the target of visitors, and the theme of the event, the problems faced by the event, the promotions carried out were still not optimal and there was a desire to make the image of the Bandung Shocking Sale Festival more fun and not boring, as well as to reach a wider visitor market especially to attract the interest of teenagers and the elderly. Therefore, visual identity design is required. The process of collecting secondary data through literature studies on articles, scientific journals and related books on design objects produces information about the importance of visual identity as an image that depicts the face of an event. It also obtained information and knowledge on how to design a good visual identity that can be used as a guideline in designing event logos. Designing visual identity as a promo media will certainly adjust to the target visitors of this visual identity design, namely the age of 18-45 years. In this case, not only the message can be conveyed, but how the visualization of the logo in this promo media works in an attractive, persuasive and easy-to-understand manner is an important part that needs to be considered.

Based on the data that the author has collected through the data collection methods mentioned above, the main information about the Bandung Shocking Sale Festival event is obtained. The information obtained is quite diverse, the first is information about the concept of the event and the purpose of the event. The Bandung Shocking Sale Festival was held in December 2023, initially created because the cofounders saw an opportunity for brands to spend all products that were considered undersold or their expiration date. The second is information about the types and varieties of brand collections that have expired, while at the beginning of the year they have changed products according to the theme.

Documentation is carried out to collect supporting data in the form of references, logos, other events, and other information in designing visual identities such as visions, missions, and target visitors.

The third information is data about the promotions that have been carried out, also discussing the obstacles faced by the event organizers such as the lack of people who know about the event.

Based on the elaboration of the data analysis above, it can be concluded that the Bandung Shocking Sale Festival is an event in the form of warehouse washing exhibitions from various multibrands. The expected target visitors are students and the young generation of parents in the city of Bandung, with the results of designing a new visual identity and applying it in promotional media are expected to attract more visitors. The enthusiasm of visitors from the younger generation is certainly expected to be a trigger for visits to increase. If we return to the context of the age and socio-economy of the visitor, then the choice of design and color is made in an attractive, cheerful and modern way.

The concept of designing the visual identity of the Bandung Shocking Sale Festival uses a combination of logograms and logotypes. According to the Grapiku.com website, this type of combination logo can be a good choice because the logo can be used in various media and needs, and the logo will be more integrated and strengthen the brand image.

The main theme in designing the Bandung Shocking Sale Festival logo is to form the image of the warehouse washing event to look fresher, more attractive and modern. The visual message displayed is in the form of a collection of several icons, such as round and triangular graphics that symbolize the various products displayed, cheerful colors to explain that the event is not just an ordinary warehouse wash. The verbal message is in the form of a logotype that reads Bandung Shocking Sale Festival as the identity of the event's name.

The design style used in designing this logo is a logotype that displays a message conveyed through the form of writing with various symbols as a complement. This design style looks simple, iconic, unique and memorable. Its simple shape is also considered more modern so that it can be applied to various supporting media. In order to maximize the use of this visual identity, an appropriate application medium is needed. This logo will be applied in various media, from small scale to large-scale media, including business cards, letterheads, stamps, employee uniforms, stickers, souvenirs, social media promotional content to banners, billboards and others. These media were chosen because they are considered interesting, communicative and functional, and this media will later intersect directly with the audience, in this case museum visitors, so that it can increase brand awareness on the image of the event.

The first stage in the design visualization carried out by the author is research and looking for logo references that are relevant to the Bandung Shocking Sale Festival Event. After finding various kinds of design references, the author will have a discussion with the organizers about design style references that are suitable for the Bandung Shocking Sale Festival.

As well as being assisted by a moodboard as a reference for design style, colors and fonts that will be used in designing brand identity. The results chosen by the cofounder as a reference are numbers 1 and 3. The next stage is the creation of a rough sketch or logo thumbnail using the characteristics and characteristics of the Bandung Shocking Sale Festival as visual data, including round images, triangles and other graphic elements as iconic product symbols. The second visual form is the event writing as the main core of the logo. Based on the results of the discussion, the design of the Bandung Shocking Sale Festival logo was made simple and modern.

After obtaining a logo that has been approved by the organizer, the application of the logo is made in various media. The media is on the main flyer for digital promo media, such as Instagram, Facebook etc. As an online promotional medium, the logo is applied to Instagram and Facebook profiles. Logos are also applied to every feed and instastory that will be uploaded as a form of consistency and to increase brand awareness for internet users.

Billboards aim to be a large-scale promotional media that is placed in strategic areas so that it can be seen, the logo is placed at the top with the consistency of a white background so that the logo can be seen clearly.