A Survey on the New Logo of Universiti Islam Selangor (UIS): Perceptions Among Staff and Students
Tinjauan Persepsi dalam kalangan Staf dan Pelajar terhadap Logo Baharu UIS
DOI:
https://doi.org/10.53840/ejpi.v12i4.305Abstract
This study investigates the perceptions of Universiti Islam Selangor (UIS) staff and students towards the university’s newly introduced logo. The research aims to evaluate (1) the recognisability and symbolic representation of the logo, (2) its reflection of Malay-Islamic identity and modern professionalism, and (3) the emotional and institutional pride it evokes among internal stakeholders. A total of 168 respondents participated in a mixed-method survey comprising both quantitative Likert-scale items and open-ended qualitative questions. The quantitative findings indicate a moderate level of acceptance, with the highest mean score for “reflecting Malay-Islamic identity” (M = 2.70) and the lowest for “appeal to younger generations” (M = 2.21). The qualitative thematic analysis reveals that respondents appreciate the logo’s simplicity and symbolic meaning butrecommend enhancing Islamic and cultural elements for stronger institutional identity. Overall, the findings highlight that while the new logo succeeds in maintaining UIS’s Islamic identity, it requires strategic refinement to enhance visual impact, modern appeal, and emotional resonance among university members.
Keywords: Logo; Visual identity; Rebranding; Semiotics; Perception
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