120
Ramadhan Maruta Pradana et al.
, / JEs .
JES .
E-ISSN 3031-4232
JES
Journal of Educational Studies https://ejournal.
org/index.
php/JEs Analysis of The Concept of Symbolism and Identity to Improve Image Higher Education (Case Study of Surabaya State Universit.
Ramadhan Maruta Pradana1*.
Muhammad Sholeh2.
Mohamad Sulton Arifin3.
Nuning Triana4.
Devi Purnamasari Sasongko5
1,2,3,4,5
Universitas Negeri Surabaya.
Indonesia Email address: ramadhanpradana@unesa.
id1, muhamadsholeh@unesa.
id2, ton_arifin@yahoo.
24010976003@mhs.
id4, devisasongko@unesa.
Corresponding Author: Ramadhan Maruta Pradana.
Email: ramadhanpradana@unesa.
Abstract The image of higher education institutions is greatly influenced by the power of symbolism and identity.
This study aims to analyze the symbolic meaning and visual identity of Surabaya State University (Unes.
through a review of its logo and tagline.
AuSelangkah Lebih MajuAy (One Step Ahea.
The research method used is a qualitative approach with a literature study method, which involves collecting data from books, journals, institutional reports, and official Unesa documents.
The results of the analysis show that the visual elements in the Unesa logo, such as the garuda wings, open book, hero monument, and lotus bud, have semiotic meanings that describe the values of nationality, science, and progress.
Meanwhile, the tagline AuOne Step AheadAy serves as a verbal identity that affirms the institution's progressive and innovative orientation.
conclusion, the synergy between visual symbolism and verbal taglines strengthens Unesa's image as a dynamic, excellent, and highly competitive university.
Keywords: Symbolism Concept.
Identitiy.
Image.
Higher Education.
Introduction Higher education as an educational agent that higher education is a place for organizing the educational process at the highest level of education, therefore higher education is a producer of Ramadhan Maruta Pradana et al.
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120-134 graduates in various fields of science (Sedyati, 2.
There are three roles of higher education in Indonesia, namely: implementing education, conducting research, and carrying out community service (Sedyati, 2.
In addition, higher education also has a strategic role in building superior national talents (Fachriansyah & Wulandari, 2.
So the education process must be carried out in stages, from elementary school to college (Tono Wartono 2.
So the main goal of higher education is to produce individuals with strong character and high integrity (Permatasari, 2.
Like a company that produces goods, universities as educational institutions must also strive to face increasingly fierce competition in the world of education (Arifin, 2.
The quality of higher education is the main factor influencing prospective students' decisions in choosing an educational Higher education institutions that have a good reputation, high accreditation and adequate facilities tend to attract the attention of prospective students.
In previous studies, in order to attract more prospective students, an appropriate promotional strategy is needed by taking inventory of knowledge, school of origin, academic achievement, trends in prospective student interests, learning processes, and prospects for student graduation (Harahap et al.
, 2.
It is very important for higher education managers to create strategies and improve the image that has been formed by always evaluating the performance of the higher education institution (Arifin, 2.
Higher education institutions in Indonesia currently face competitive challenges in building a positive image in the eyes of the public, prospective students, stakeholders, and partners.
The image of higher education institutions is not only about academic reputation but also involves symbolic elements and institutional identity that distinguish one campus from another.
Symbolism through logos, emblems, colors, mottos, and campus culture as well as visual and non-visual identities are strategic aspects in strengthening image.
However, in practice, many universities have not been able to fully align symbolism with institutional identity, resulting in a weak or inconsistent image in the eyes of the public.
Previous studies show that the identity and brand of higher education institutions (Aubrand identityA.
are closely related to the perceptions of prospective students and their decision-making in choosing an institution.
For example, the study AuBrand Image of Higher Education Institutions among High School StudentsAy found that brands as a reflection of institutional identity greatly influence how prospective students view the reputation and choose a university (Chandra & Hartiana, 2.
Similarly, research on AuOptimizing the Image of Private Universities through Strengthening the Interrelationship of Educational Services MarketingAy confirms that physical facilities and educational service processes directly influence the formation of a university's image (Kurniatun, 2.
Understanding symbolism and identity is therefore crucial in order to strengthen and sustain that image.
Surabaya State University (UNESA) as a state university has a unique history, vision, mission, and identity.
This identity is manifested in the logo, institutional colors, campus attributes, academic traditions, and campus cultural symbols.
However, there has Ramadhan Maruta Pradana et al.
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120-134 been no in-depth research specifically examining how this symbolism and identity are designed, managed, and interpreted by UNESA's internal and external publics in shaping the institution's If this symbolism and identity are not managed properly, their potential to strengthen the institution's image may be less than optimal.
Educators and education personnel in carrying out their duties and functions based on their profession professionally must have minimum standards or minimum competencies in accordance with the educational unit where the educators and education personnel serve (Sanda and Pitriyani.
Surabaya State University has shown significant progress in the Higher Education Performance Index (INPEK) in recent years.
This increase reflects Unesa's commitment to continuously improve the quality of education and services to students.
Most universities prioritize external accreditation or quality audit activities over internal quality audit activities (Suban, 2.
Warman et al.
, .
expressed their opinion that in improving the quality and increasing the quality of education, the importance of the vision and mission aspects of the institution, changes that occur in the education process that are adjusted to the national education curriculum program and local content curriculum, as well as the conditions and needs of educational institutions.
With various programs and initiatives implemented.
Unesa strives to become one of the leading universities in Indonesia.
One of the important steps taken by Unesa is improving the management and administration system.
The implementation of educator and education personnel management begins with making HR recruitment planning based on needs assessment and determining the recruitment priorities of educators and education personnel, recruitment process, work contract system, coaching and development, and performance assessment (Sanda et al, 2.
This institution has adopted information technology to speed up and simplify administrative processes, including student registration, academic management, and information services.
With a more efficient system, students can access information faster and easier, thereby improving their learning It also helps teaching staff in managing academic data and conducting better College branding is a crucial aspect in improving the image and attractiveness of an educational institution.
A perfect and positive brand image, whether attached to a product or an educational institution in the long term, can have a positive impact on colleges (Arifin, 2.
the era of globalization and increasingly fierce competition, colleges need to have a strong identity in order to differentiate themselves from other institutions.
Effective branding includes not only logos and slogans, but also information contained in publications about campus flagship programs, student achievements, campus achievements, and facilities and infrastructure on campus (Arpah.
In facing increasingly fierce competition in the world of higher education, state universities need to develop effective strategies to increase their competitiveness.
By creating a unique and different image from other universities, institutions can attract the attention of prospective students Ramadhan Maruta Pradana et al.
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120-134 and stakeholders.
The positive image of educational institutions plays an important role in attracting the interest of prospective students, parents, the community, and other related parties (Nurhadi.
Angga Pratiwi, and Soleh 2.
Promotion has a positive effect on the interest of prospective new students to study at a university, promotion is also very important for prospective new students to know about a university, without campus promotion, students will not know what programs are available at a university so that students or prospective new students are less interested in continuing their studies at a university (Fikri et al.
, 2.
This positive image will also have an impact on cooperation with the industrial world and research institutions that want strategic In addition, strong branding can expand alumni networks and increase their engagement By building close relationships with various elements, universities can strengthen their position in the world of education and create a mutually beneficial ecosystem for all parties.
Dynamic institutional theory highlights the ability of higher education institutions to adapt to environmental changes, such as the job market and industry needs.
This adaptation enhances reputation through increased employability of graduates.
Collaboration with industry, as explained by Borah.
Malik, and Massini .
, is an example of a relevant adaptation strategy.
This theory also emphasizes the importance of adjusting curriculum, teaching methods, and collaborative programs to prepare graduates who are in line with market needs.
In the context of symbolism and identity, this theory underlines the role of norms, values, and symbols in shaping the image of an Symbolism is used to convey the values and mission of the university, while the identity of the institution, which evolves over time, influences public and stakeholder perceptions.
branding, symbolism and identity become strategies to respond to changes in society, ensuring that the image of the institution remains relevant.
In addition, community involvement, such as students and alumni, strengthens identity and builds a sense of pride, in line with the principle of collaboration in dynamic institutional theory.
Professional identity theory addresses how individuals understand and internalize their professional roles, which are influenced by higher education.
De Vos.
Jacobs, and Verbruggen .
explain that competency development and career transitions through education strengthen graduatesAo professional identities and enhance external perceptions of the quality of the institution.
This theory highlights the importance of universities in building identity through curriculum, teaching methods, and industry collaboration programs to support graduatesAo work readiness.
Professional identity is formed through social interactions and collective experiences, with symbols such as logos and institutional traditions strengthening community ties.
This symbolism also serves as a visual representation of the institutionAos identity, helping the branding and appeal of the Positive learning experiences at university play a role in shaping student identity, increasing satisfaction, and creating a good institutional image.
Alumni, as an important part of the universityAos professional identity, bring a positive image of the institution to the workplace.
Ramadhan Maruta Pradana et al.
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120-134 Their achievements can strengthen the institutionAos reputation through the association of their identity with their alma mater.
This theory also emphasizes that identity is dynamic and constantly Universities need to adapt their symbolism and identity to remain relevant and competitive, creating an attractive image for prospective students and the public.
Symbolic interactionism theory focuses on how individuals construct meaning through social interactions and the use of symbols.
In the context of higher education, symbols such as logos, slogans, and campus traditions are important tools for conveying institutional identity.
Through interactions between students, lecturers, and alumni, these symbols help shape the perception and image of the college in the eyes of the public.
Understanding how symbols function in social interactions can strengthen the positive image of educational institutions.
In a study conducted by Citraningsih and Noviandari .
, it was found that students from various regions with different cultural backgrounds interact and form complex social dynamics in the campus environment.
Cultural symbols and etiquette of politeness are an important part of this interaction, influencing the formation of student identity and the image of the institution.
In addition, research by Basrowi and Sukidin .
shows that symbolic interactionism theory emphasizes the importance of social interaction in shaping individual meaning and action.
In the context of education, interactions between students and lecturers, as well as the educational symbols play a role in the formation of professional identity and institutional image.
Analysis of the concept of symbolism in symbolic interactionism can describe how the identity of a university is built and maintained.
This identity, which is built through these symbols, plays an important role in creating loyalty among students and alumni.
By strengthening this identity, universities can attract the attention of prospective students and improve their image at the local and national levels.
The identity of the university is reflected in the university's treatment of its employees and students, the representation of university values by leaders in the media and public engagement, and the extent to which the university is influential in mitigating environmental and social issues (Yaping et al, 2.
The performance of the academic community in higher education greatly influences the quality of education provided.
The academic community, consisting of lecturers, students, and staff, has the responsibility to create a conducive and productive learning The development of the professionalism of educators and education personnel has become an initial focus in improving the quality of education (Munawwaroh et al, 2.
Management of educators and education personnel based on quality is urgent in improving the quality of education (Mutmaniah et al, 2.
The role of lecturer performance is one of the main indicators that need to be met, both in terms of education level, academic position, competency certification, reputable scientific publication activities, and so on are instruments of institutional quality that must be realized.
When every member of the academic community demonstrates high performance, whether in teaching, research, or community service, this will create a good Ramadhan Maruta Pradana et al.
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120-134 reputation for the institution.
This positive reputation, in turn, contributes to a sense of pride among the academic community itself.
This sense of pride is very important because it can motivate the academic community to continue to strive to improve quality.
When the community feels connected and has a strong identity with the institution, they are more likely to collaborate on research projects, community service programs, and other initiatives.
This good collaboration not only improves the quality of academic output but also creates a harmonious working climate.
Thus, the synergy between lecturers and students can produce better innovation and have a positive impact on society.
The importance of recognition for achievement also cannot be ignored in this context.
When the academic community receives awards for their performance and contributions, this sense of pride will increase.
These awards can be in the form of scholarships, recognition in the form of publications, or institutional awards.
Then Sonia .
explained that the existence of cooperation in educational institutions is the main capital in achieving quality and satisfaction through a continuous improvement process.
This means that institutions need to be open to conveying information on lecturer performance comprehensively through an integrated academic However, institutions have consequences to be able to present a system that accommodates the achievement of lecturer performance, including a reward system.
Proper recognition, the academic community will feel appreciated, which in turn will encourage them to continue to improve quality and contribute more to the institution.
In today's digital era, social media has become one of the most important platforms for introducing symbols and identities of universities.
According to research conducted by Carolina & Nuryana .
, the use of social media as a promotional medium has been quite effective.
Instagram features used for promotional activities are also easily accepted by the public.
addition, social media is the right medium for disseminating information and communicating with the scope broad.
Proper use of social media can help build a positive image and attract prospective By conveying messages through interesting media, universities can create an emotional attachment with the audience, so that they recognize and feel proud of the institution's symbols.
addition, the involvement of the academic community in introducing symbols and identities on social media is very important.
By involving various parties, universities can create more diverse and authentic content.
This not only increases the visibility of symbols and identities, but also builds a solid community around the institution.
Furthermore, universities should focus on developing relevant and quality academic programs.
By adjusting the curriculum to industry needs and technological developments, universities can offer more applicable and engaging education.
Emphasis on research and innovation will also provide added value to the institution.
Through collaboration with various parties, such as industry and research institutions, universities can strengthen their position in the education market.
The involvement of academics in building the symbols and identity of the institution is also very Ramadhan Maruta Pradana et al.
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120-134 Lecturers and students must feel part of the process of developing this identity.
involving them in promotional activities, such as seminars, workshops, and community events, universities can create a strong sense of belonging.
When academics feel proud of the identity of the institution, they will be more active in spreading positive information and creating a better image in the community.
Social media and digital platforms must be utilized optimally to introduce the symbols and identity of the university.
In an increasingly connected world, a presence on social media is very important to reach a wider audience.
Engaging and interactive content can help engage prospective students and build a strong community.
Additionally, social media allows colleges to communicate directly with their audience, answering questions and addressing concerns This study aims to investigate the concepts of symbolism and identity at UNESA and how these two elements can be utilized to enhance the image of the university.
Specifically, the research will explore the symbolic elements of the institution .
ogo, motto, architecture, visual/non-visual attribute.
, the perceptions of the academic community and the general public regarding institutional identity, and the relationship between symbolism and public perception of UNESA's The research approach used will be a case study with qualitative methods, including interviews, observation, and analysis of institutional documents.
It is hoped that the results of this research will provide findings on how identity and symbolism can be constructed or strengthened in order to improve UNESA's image in both visual and non-visual aspects, as well as strategic managerial recommendations for more effective institutional identity management.
In conclusion, if symbolism and identity can be managed consistently, the image of higher education institutions will become more positive and sustainable.
Method 1 Participants This study employed a qualitative approach using a literature study method.
According to (Lima & Newell-McLymont, 2.
, a literature study is a written summary consisting of journal articles, books, and other documents that explain theories and provide information related to past and current issues based on the selected topic.
This approach was chosen because the study did not emphasize field data collection, but rather focused on the conceptual analysis of symbolism and institutional identity in the context of higher education image, particularly at Surabaya State University.
Through this method, the researchers were able to examine how theories of symbolism, organizational identity, and institutional image are interpreted and applied within higher education Ramadhan Maruta Pradana et al.
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120-134 2 Data Collection 1 Instrument of Collecting Data The data were obtained from various reference sources, including books, scientific journals, institutional activity reports, and official websites relevant to the research topic.
These references served as the primary sources for understanding the concepts of symbolism, identity, and institutional image in higher education.
The selected literature focused on studies and documents discussing organizational symbolism, institutional branding, and educational identity within university contexts.
2 Techniques for Collecting Data The data collection process was conducted systematically through several stages.
First, relevant literature sources were identified and selected according to the research theme.
Second, the collected references were read carefully, recorded, and organized to obtain comprehensive information regarding symbolism and institutional identity.
Furthermore, the literature study method involved collecting references, recording important information, and managing research materials as part of library research procedures (Sari & Asmendri, 2.
This process enabled the researchers to gather conceptual and theoretical insights related to strategies for strengthening the institutional image of Surabaya State University.
3 Data Analysis The collected data were analyzed qualitatively through the processes of examining, summarizing, and synthesizing information from various literature sources.
The analysis focused on identifying consistent patterns and concepts related to symbolism, institutional identity, and higher education image.
The findings from different references were then integrated to develop a conceptual understanding of how institutional symbolism and identity contribute to improving the image of Surabaya State University.
The results of the analysis were subsequently used as the basis for drawing conclusions that support the theoretical and conceptual framework of the study.
Results The role of state universities in Indonesia is the initial spearhead for the creation of superior human resources that are able to compete at the international level.
The quality and standard of universities greatly influence in getting potential prospective students.
This image can be improved if there is cooperation from all academicians.
The results of this study have 2 sub-themes in Ramadhan Maruta Pradana et al.
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120-134 analyzing the concept of symbols and identities, namely the UNESA tagline: One step ahead and Semiotic analysis of the UNESA logo.
The following is a brief explanation, including:
Tagline is also called slogan/motto, which is a phrase that accompanies the brand name to quickly interpret positioning and brand statement into several memorable words that convey brand offerings, promises and parallel positions (Chiaravalle & Schenck, 2.
In addition, a tagline provides an overview of the goals and intentions of a business.
Mabrukah .
in his analysis emphasized the power of the tagline, whether read or seen, can influence public interest in a By having a tagline as a branding message and being able to provide an impression that sticks in the minds of consumers, it can provide consumer interest in taking action that leads to a purchasing decision.
Based on interviews with Lecturers.
Education Staff, and students, they agreed that this Tagline has become the identity of UNESA residents.
As noted by Rayditya Brillian .
, educational slogans not only attract attention but also serve as a medium to express the values and beliefs of a higher education institution, forming part of its identity.
They consider the tagline to be words that must be uttered as a form of encouragement when starting an activity.
They consider the tagline to be words that must be uttered as a form of encouragement when starting an activity.
They consider that the jargon is a motivation to always improve the quality of higher education.
For Lecturers and Education Staff, the meaning of UNESA one step ahead produces an initial motivational boost that increases self-confidence, considering the development journey of UNESA when compared to other state universities, initially pessimistic, then when the Tagline one step ahead, the lecturers and education staff felt that it was time to always make breakthroughs in any form, both academic and non-academic.
The impact is that the quality of Lecturers does not only refer to the teaching and learning process but always provides product innovations that have an impact on the wider community, and they can compete in quality with state universities in Indonesia.
This view is also reinforced by students regarding the tagline One Step Ahead teaching them to love the campus first, because they initially thought that the state university that was the second choice was not extraordinary.
when the students found out about UNESA's achievements in various fields.
the assessment of the quality of UNESA carried out in various fields was the improvement of campus facilities began to be improved and was friendly to the disabled, the quality and innovation of the teaching and learning process felt by students experienced very rapid development.
students considered that in addition their talents were greatly supported even when they achieved they were very supported.
access to information can also be obtained quickly including in the submission of an appeal for a Single Tuition Fee which greatly influenced students in need.
The changes felt by students towards this tagline are very helpful and UNESA continues to improve its image which is balanced with increasingly improving quality.
Ramadhan Maruta Pradana et al.
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120-134 The tagline "One Step Ahead" of Unesa is expected to have a significant influence on improving the university's image.
This tagline reflects UNESA's commitment to be one step ahead in the development of science and technology.
By emphasizing innovation and excellence, this tagline helps create a positive perception among prospective students, parents, and the wider community that UNESA is an institution that is progressive and adaptive to changing times.
Then the existence of this tagline as a motivation for both students and lecturers and Education Personnel to continue to innovate and excel.
Vision and Mission to always be "one step ahead".
UNESA encourages the entire academic community to focus on self-development and expertise.
This not only improves the quality of education but also produces graduates who are ready to compete at the national and international levels.
The success of alumni in various fields also contributes to the positive image of the university.
In addition, this tagline strengthens UNESA's identity amidst competition with other universities.
In the era of information and globalization, having a strong image is very important to attract the attention of prospective students.
"One Step Ahead" is a symbol of the values upheld by the university, such as academic excellence, innovation, and social Thus, this tagline not only functions as a slogan, but also becomes an integral part of UNESA's branding strategy which focuses on improving the institution's image and reputation.
In the branding journey of Surabaya State University (Unes.
, the tagline AuOne Step AheadAy or in some sources AuUnesa One Step AheadAy has become a very important element of its identity This tagline is not just a promotional phrase, but also a manifestation of the institution's aspiration to always be at the forefront in terms of educational quality, innovation, and service.
a verbal identity, the tagline influences how the public views Unesa's position compared to other For example.
Unesa Magazine explains that the 56th anniversary logo includes the slogan AuUnesa Satu Langkah Di DepanAy as the institution's pledge to take the initiative and move quickly in its contribution to society.
Semiotically, this tagline functions as a temporal and progressive symbol: temporal in the sense of continuously moving forward from time to time, and progressive in the sense of always improving quality and relevance.
The semiotic aspects of the Unesa logo are very rich in meaning, which, when analyzed through Peirce's theory of signs .
con, index, symbo.
or Saussure's .
ignifier-signifie.
, shows how the visual form of the logo contains signs that are not only aesthetic but also communicative.
According to the institution's official guidelines, the Unesa logo has symbolic elements such as the wings of a garuda bird, an open book, a hero's monument, and a lotus bud.
For example, the open book symbolizes the dissemination and development of knowledge, an index field for academic activities, and a symbol of the institution's openness to knowledge.
Similarly, the lotus bud reflects potential that will blossom, such as achievements and quality that continue to grow, while the garuda and hero monument elements serve as indices of nationality and the locality of Surabaya.
Ramadhan Maruta Pradana et al.
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120-134 Concrete Evidence of the success of UNESAAos symbolism and identity one Step Ahead has resulted in many good achievements obtained on behalf of the Institution.
Lecturers, educators, and Students.
Evidence of the achievement of these results is not without effort.
UNESAAos commitment to continue to promote one step ahead is a driving force to continue to develop and innovate quickly, precisely, and provide solutions.
This achievement can be seen based on the awards given by the Ministry of Higher Education.
Science, and Technology.
UNESA won 14 Awards in various fields.
The awards were obtained because of the efforts and solidarity of the UNESA academic community in understanding the concept of the symbol and identity of the Figure 1.
UNESA achievements Source: Website unesa.
Discussion The creation of the Unesa logo as part of Unesa's visual identity is intended as an effort to build Unesa's image as one of the leading universities in Indonesia.
In the creation process, the basic methodology used is Charles S Peirce's theory.
Peirce offers a triadic model or trichotomy concept that includes representamen, object, and interpretant.
Semiotic analysis is an important tool for understanding how a brand's visuals communicate to the audience.
In the Unesa logo, focusing on the image is the first step to gaining a deeper understanding of brand identity.
Through critical analysis of the shape, color, and arrangement of letters, we can find out what the meaning and expression of the visual object is.
The Unesa logo contains various symbols that represent the values and identity of the institution.
This logo is not only a visual identity but also a symbol of the university's vision and mission.
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120-134 The logo is the entrance and reflects an institutional brand.
That is why, the logo must be able to display the personality and soul of the entity it represents (Oscario, 2.
In order for a company to gain the trust of the public, it would be better if the company could adopt the characteristics of the target audience.
So that the public feels that this company is their representative and reflects their nature too (Wizi, 2.
Each element in the Unesa logo also has its own meaning.
The red cone-shaped lotus flower at the Heroes Monument symbolizes purity of heart, nobility and courage to defend the truth for all UNESA researchers who serve the interests of the nation and state.
The white heroes monument consists of three pillars as a symbol of the city of Surabaya and symbolizes the strong spirit of the UNESA academic community for the development of the Tri Dharma of higher education.
The nine yellow wings of the Garuda bird consisting of four large wings and five small wings symbolize the spirit of the year 45 which underlies the attitudes and changes of the entire UNESA academic community in their role in achieving national development goals.
The side on the bottom of the yellow wings is an imaginary form of an open book, symbolizing that UNESA is a place to gain knowledge, technology and art.
The logotype .
ogo in the form of letter.
of UNESA means elegant, dynamic, and professional in the field of education at UNESA.
A semiotic analysis of the Unesa logo must also consider color and composition.
The dark blue color (RGB code 32,21,.
in the background of the Unesa logo reflects the stability, trust, and authority of the institution, while the gold or golden yellow elements used in several versions of the logo or visual and text attributes suggest prestige, excellence, and high standards.
The visual composition of the logo's symbol position, shape, and proportions become aesthetic signifiers that influence the public's first impression.
for example, the proportions of the icon are not too complicated, allowing the logo to be easily applied in various media.
this supports quick identification and visual consistency.
Furthermore, the relationship between the tagline AuSelangkah Lebih MajuAy (One Step Ahea.
and the meaning of the logo in semiotic terms should be seen as a mutually reinforcing symboland-symbol relationship.
The tagline as verbal text reinforces the visual symbolic elements of the logo, which contain the meanings of progress, initiative, and excellence.
When the logo presents a book, wings, and a lotus bud, the tagline becomes a kind of reinforcement of the meaning that the institution not only has symbols but also actively moves forward.
In the context of institutional communication, the combination of the tagline and logo signals to stakeholders that Unesa is not only a campus with a strong heritage and identity, but also an adaptive, progressive, and innovative Finally, from a semiotic review and the meaning of the tagline, it can be seen that the strength of Unesa's institutional identity lies in the consistent use of symbols, logos, and taglines in all communication media, both internal and external.
If the logo and tagline are used inconsistently .
n color, proportion, or inappropriate contex.
, the meaning of the symbolism can be weakened Ramadhan Maruta Pradana et al.
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120-134 and the image of the institution can become ambiguous.
Therefore, to effectively enhance the image of Unesa's higher education, the logo and tagline management strategy must involve strict visual guidelines and internal socialization so that the entire academic community understands and appreciates the symbolic meaning.
When an institution successfully harmonizes symbols, colors, shapes, and verbal identity such as taglines, its positive image in the eyes of the public will be stronger and more enduring.
Conclusion Based on the results of an analysis of the concept of symbolism and identity at Surabaya State University (Unes.
, it can be concluded that the logo and tagline AuSelangkah Lebih MajuAy (One Step Ahea.
play an important role in shaping a strong, progressive, and competitive institutional Semiotically, the Unesa logo contains symbolic meanings that represent national, scientific, and academic spirituality values through elements such as the wings of a garuda, an open book, a hero's monument, and a lotus bud.
Each of these elements functions as a sign that reflects Unesa's spirit to continue to grow, innovate, and serve the community.
Meanwhile, the tagline AuSelangkah Lebih MajuAy (One Step Ahea.
serves as a verbal identity that affirms the institution's orientation towards progress in facing the challenges of global higher education.
The combination of the symbolic meaning of the logo and the verbal message of the tagline creates a strong identity, reinforcing the public's perception of Unesa as a dynamic, visionary, and competitive university.
Therefore, consistent application of the logo and tagline across all communication media is key to maintaining and strengthening Unesa's positive image at the national and international levels.
References