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The uniqueness of Tanjungpinang, the capital of Riau Islands Province, Indonesia has a potential of developing its city branding broadly. This study aims to give a visual recommendations for Tanjungpinang as part of their city branding with its Malay-Chinese history and culture. The data collected by conducting forum group discussion, interview, and observation. Firstly, Focus group discussion was held with participant who has been living in the city for more than 20 years and describe with one word how they feel and think about Tanjungpinang. As they stated, “island”, “beaches”, “food”, “seafood”, “cultural festival”, and “people culture” defined Tanjungpinang the most. We also collect the data from in-depth interview with stakeholders who have had a big impact to the development of Tanjungpinang. Secondly, we observe the everyday daily routine and its environment to complete the visual. Thirdly, we identify and ilustrate the visuals and other design elements of Tanjung Pinang’s visual identity such as the color scheme, the typical motifs, the characteristics of people, the culture, the culinary and the coastal tourism as visual recommendations. The result shows that the visual city branding of Tanjungpinang city can be created and built by identify the uniqueness which are from its culinary (gong-gong, otak-otak and ikan dingkis), its coastal tourism (kelong,coral reef, and coconut), its characteristics of people (friendly and warm characters), its cultural activities (togetherness, hardworking, and teamwork delivered through objects such as pompom, becak, and dragonboat). The visual key is featuring the friendly and warm characters of the people and also their behaviour, daily and cultural activities and social life as the most interesting impact and the most important asset.

The Visual City Branding of Tanjungpinang City – Riau Islands