Abstract

The visual identity of a government institution plays an important role in creating an image and communicating messages to the public. In addition to being in accordance with the values of the vision and mission, the identity must also be relevant to the context that reflects its personality and work culture. The logo for the Ministry of Cooperatives and SMEs (Small- and Medium-sized Enterprises) of the Republic of Indonesia was designed in 2021 by involving graphic designers within the Indonesian Graphic Designers Association (ADGI). As professionals, designers make several efforts to align the designed logo with the vision and mission of the related institution and also the internal work culture of the institution. By reviewing design documents and relevant theoretical literature, this study aims to explore the relationship between visual identity and its potential impact on shaping organizational behavior across all levels within the ministry, including staff, in alignment with institutional values and culture. This is achieved through a critical analysis of the logo as a visual object, conducted at two levels: formal analysis and narrative interpretation. The use of semiotic analysis helps reveal the deeper meanings embedded in visual signs and symbols, revealing how the logo communicates institutional values to the public. Meanwhile, psychoanalytic interpretation provides insight into the subconscious narratives and emotional responses evoked by visual identity among internal stakeholders. Together, these approaches enrich the understanding of how design not only conveys explicit messages but also shapes institutional behavior and identity perceptions. This study can provide input for graphic design practices in designing visual identities and also their relationship to theories in visual communication study.