The Visual Identity of the Sumenep Royal Museum: Continuity and Cultural Legacy in Contemporary Branding Practice

Abstract

The royal emblem of the Sumenep Palace, which remains unchanged since the era of the Madurese kingdom, embodies a rich cultural fusion of Madura, Europe, and China. This study aims to identify the visual identity of Madurese civilization as represented in the Sumenep royal museum logo. Through a deeper interpretation of its symbols namely the unicorn, dragon, crown, and armor the research uncovers historical layers of meaning rooted in power, diplomacy, and cultural openness. The objective is to understand how this visual identity reflects the values of Madurese civilization and how these values contribute to the branding and business relevance of the Sumenep Palace Museum in the modern era. The study employs a qualitative purposive sampling method, using data triangulation through observation, interviews, and documentation. Findings reveal that the logo, despite never being redesigned, maintains strong historical value and operates effectively within a Blue Ocean Strategy framework distinguishing the museum from others through its authentic heritage. Interpreted semiotically and hermeneutically, the emblem illustrates how the kingdom once embraced modern ideas and external cultures, showing a rare open-mindedness in its time. This identity, preserved visually, continues to shape the museum's cultural and economic relevance today.