Tinjauan Visual Evolusi Maskot Dalam Mempertahankan Brand Identity Pada Karakter Kelinci Bobo Era 1970-An, 2000-An, Dan Masa Kini

Anindita, Zara (2026) Tinjauan Visual Evolusi Maskot Dalam Mempertahankan Brand Identity Pada Karakter Kelinci Bobo Era 1970-An, 2000-An, Dan Masa Kini. Sekolah Tinggi Seni Rupa dan Desain Visi Indonesia.

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Abstract

This study aims to analyze the visual changes in the Bobo Magazine mascot during the 1970s, 2000s, and the present day. The research employed a qualitative approach, utilizing literature review, visual analysis, and a questionnaire administered to 91 students at Vidya Qasana State Elementary School in Yogyakarta. The analysis focused on the aspects of illustration, illustration style, color, anatomy, and clothing. The results of the study indicate that the Bobo Magazine mascot underwent visual changes as an adaptation to technological developments and the characteristics of children in each era. Nevertheless, its primary visual elements were retained, thereby preserving the character’s identity. The questionnaire results also indicate that the majority of respondents still recognize all three versions of the mascot as the same character, while the current mascot’s visual design is the most preferred.

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