Visual Branding and the Strengthening of Organizational Image Through Uniforms in the Era of Digital Communication: A Study of Muslimat Nahdlatul Ulama

Abstract

Uniforms represent symbols that play a crucial role in visual branding. In an organization, visual branding is an essential element in constructing identity and shaping public image, which aligns with the primary function of public relations. One such organization is Muslimat Nahdlatul Ulama (NU). The Muslimat NU uniform functions not only as a visual identity but also as a reflection of the organization’s values and principles. With its distinctive design, the uniform symbolizes unity and collective identity among its members. This study aims to explore and analyze public responses to the visual branding of the Muslimat Nahdlatul Ulama (NU) uniform in Bago, Pasirian, Lumajang, using George Herbert Mead’s symbolic interactionism theory. Employing a qualitative approach and library research method, this study examines public perceptions, views, and evaluations of the visual elements of the uniform and their impact on the organization’s image. The findings indicate that: (1) the Muslimat NU uniform is easily recognized by the public through visual appearance alone; (2) the uniform effectively attracts public interest to join the organization; (3) it fosters a sense of pride among members; and (4) it distinguishes Muslimat NU from other Muslim organizations. In the context of digital communication, the visual representation of the uniform also strengthens organizational branding through media exposure and online dissemination, reinforcing its image in the broader public sphere.