Desain Baru Logo Halal Badan Penyelenggara Jaminan Produk Halal: Antara Urgensi, Seni, dan Esensi
Keywords:
logo, halal, BPJPH, urgency
Abstract
This study aims to analyze the urgency, art, and essence of the new halal logo design issued by the Halal Product Assurance Agency (BPJPH) after the enactment of Law Number 33 of 2014 and Government Regulation Number 39 of 2021 concerning the transfer of authority for administering halal certification from LPPOM of Indonesian Council of Ulama to the Halal Product Guarantee Agency (BPJPH). BPJPH's Halal Logo Design reaps the pros and cons of the Muslim community in Indonesia, both in terms of Arabic writing, the shape of the halal logo that resembles a puppet, and the urgency of a total change from the halal logo of the Indonesian Council of Ulama. This research is interesting to study because the halal logo design is a sign of halal certification of a product and is a halal guarantee for Muslim consumers in Indonesia. This study uses a descriptive qualitative method with a normative juridical approach because it discusses regulations related to guaranteeing halal products in Indonesia both in terms of urgency, art, and essence. This study describes that the total change of the halal logo is not urgent to improve the quality of halal product assurance services in Indonesia. BPJPH's halal logo design puts more emphasis on art than Halal writing in Arabic as a sign that the product is "Halal" so it is difficult to read as a "Halal" sign. The essence of the halal logo is as a sign that the product has been certified halal by BPJPH so that the certainty of halal writing is more considered.
Keywords: logo, halal, BPJPH, urgency
References
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“Multiple Halal Logos and Malays’ Beliefs: A Case of Mixed Signals,” t.t., 10.
Nurdiansyah, A. “Halal Certification and Its Impact on Tourism in Southeast Asia: A Case Study Halal Tourism in Thailand.” KnE Social Sciences, 23 Mei 2018, 26–43. https://doi.org/10.18502/kss.v3i5.2323.
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Pittard, Narelle, Michael Ewing, dan Colin Jevons. “Aesthetic Theory and Logo Design: Examining Consumer Response to Proportion across Cultures.” Disunting oleh Joseann Small. International Marketing Review 24, no. 4 (24 Juli 2007): 457–73. https://doi.org/10.1108/02651330710761026.
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Republika Online. “Pro Kontra Logo Halal Baru,” 18 Maret 2022. https://republika.co.id/share/r8vo6n90488767323000.
Purwanto, Agus, Marissa Grace Haque, Denok Sunarsi, dan Masduki Asbari. “The Role of Brand Image, Food Safety, Awareness, Certification on Halal Food Purchase Intention: An Empirical Study on Indonesian Consumers.” Journal of Industrial Engineering & Management Research 2, no. 3 (21 Mei 2021): 42–52. https://doi.org/10.7777/jiemar.v2i3.144.
Rahmadani, Gema. “Halal Dan Haram Dalam Islam.” Jurnal Ilmiah Penegakan Hukum 2, no. 1 (2015): 20–26.
Ririn Tri Ratnasari, -, - Sri Gunawan, - Sylva Alif Rusmita, dan - Ari Prasetyo. “Halal Food Certification to Improve the Competitiveness of East and Middle Business in Indonesia.” KnE Social Sciences: The 2nd International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP), 22 November 2018, 1044–56.
Sahir, S., M. Fahlevi, K. Kasbuntoro, dan S. Sutia. “Effect of Halal Food Management System Certification on Buying Interest of Indonesian Consumer Goods.” Uncertain Supply Chain Management 9, no. 3 (2021): 731–38.
Sari, Desi Indah. “Perlindungan Hukum Atas Label Halal Produk Pangan Menurut Undang-Undang.” Repertorium: Jurnal Ilmiah Hukum Kenotariatan 7, no. 1 (30 Mei 2018): 1–14. https://doi.org/10.28946/rpt.v7i1.264.
Sosianika, Adila, dan Fatya Alty Amalia. “Uncovering Indonesian Millennial’s Halal Food Purchase Intention: Halal Value and Halal Logo as the Antecedents.” International Journal of Applied Business Research, 1 Februari 2020, 31–45. https://doi.org/10.35313/ijabr.v2i01.91.
Sucipto, Sucipto. “Halal Dan Haram Menurut Al-Ghazali Dalam Kitab Mau’idhotul Mukminin.” ASAS 4, no. 1 (2012). https://doi.org/10.24042/asas.v4i1.1671.
Suparto, Susilowati, Djanurdi D, Deviana Yuanitasari, dan Agus Suwandono. “Harmonisasi Dan Sinkronisasi Pengaturan Kelembagaan Sertifikasi Halal Terkait Perlindungan Konsumen Muslim Indonesia.” Mimbar Hukum - Fakultas Hukum Universitas Gadjah Mada 28, no. 3 (15 Oktober 2016): 427–38. https://doi.org/10.22146/jmh.16674.
Zainuddin, Nizamuddin, Adam Mohd Saifudin, Pernille Erenbjerg, dan Norlila Mahidin. “Effect of Halal Certification and Labelling Process on Halal Supply Chain Performance,” 1 Agustus 2019.
Agama, Kementrian. “Keputusan Kepala BPJPH No 40 Tahun 2022 Tentang Penetapan Label Halal.” Diakses 15 April 2022. https://kemenag.go.id/archive/keputusan-kepala-bpjph-no-40-tahun-2022-tentang-penetapan-label-halal.
Akim, Akim, Neneng Konety, Chandra Purnama, dan Leeja Citra Korina. “The Shifting of Halal Certification System in Indonesia: From Society-Centric To State-Centric.” MIMBAR : Jurnal Sosial Dan Pembangunan 35, no. 1 (24 Juni 2019): 115–26. https://doi.org/10.29313/mimbar.v35i1.4223.
Al-Teinaz, Yunes Ramadan, dan Hani Mansour M. Al-Mazeedi. “Halal Certification and International Halal Standards.” Dalam The Halal Food Handbook, 227–51. John Wiley & Sons, Ltd, 2020. https://doi.org/10.1002/9781118823026.ch15.
Ariny, Bintan Dzumirroh. “Dampak Positif Undang-Undang Nomor 33 Tahun 2014 Tentang Jaminan Produk Halal Dalam Menciptakan Sistem Jaminan Produk Halal Di Indonesia” 3, no. 2 (2020): 21.
Bashir, Abdalla Mohamed. “Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention.” British Food Journal 121, no. 9 (2 September 2019): 1998–2015. https://doi.org/10.1108/BFJ-01-2019-0011.
“Berita - BPJPH.” Diakses 21 Mei 2022. http://halal.go.id/beritalengkap/566.
developer, mediaindonesia com. “Polemik Logo Baru Halal dan Peran BPJPH, Dekan Syariah dan Hukum UIN Jakarta Sorot Soal Ini,” 14 Maret 2022. https://mediaindonesia.com/humaniora/478032/polemik-logo-baru-halal-dan-peran-bpjph-dekan-syariah-dan-hukum-uin-jakarta-sorot-soal-ini.
Faridah, Hayyun Durrotul. “Halal Certification in Indonesia; History, Development, and Implementation.” Journal of Halal Product and Research (JPHR) 2, no. 2 (21 Desember 2019): 68–78. https://doi.org/10.20473/jhpr.vol.2-issue.2.68-78.
Hamidon, Siti Fatimah. “Pandangan Pengguna Muslim Terhadap Pemakaian Logo Halal Jabatan Kemajuan Islam Malaysia (Jakim): Satu Sorotan Literatur.” Journal of Shariah Law Research 1, no. 1 (2016). https://doi.org/10.22452/http://doi.org/10.22452/JSLR.vol1no1.6.
Hosanna, Melissa Aulia, dan Susanti Adi Nugroho. “Pelaksanaan Undang-Undang Nomor 33 Tahun 2014 Tentang Jaminan Produk Halal Terhadap Pendaftaran Sertifikat Halal Pada Produk Makanan.” Jurnal Hukum Adigama 1, no. 1 (19 Juli 2018): 511. https://doi.org/10.24912/adigama.v1i1.2155.
Ismail Suardi Wekke, dkk. Perdamaian Dan Pembangunan Perspektif Indonesia-Malaysia. Samudra Biru, 2021.
Jumani, Zulfiqar Ali, dan Sasiwemon Sukhabot. “Behavioral Intentions of Different Religions: Purchasing Halal Logo Products at Convenience Stores in Hatyai.” Journal of Islamic Marketing 11, no. 3 (20 Mei 2020): 797–818. https://doi.org/10.1108/JIMA-07-2018-0112.
Kawata, Yukichika, Sheila Nu Nu Htay, dan Ahmed Syed Salman. “Non-Muslims’ Acceptance of Imported Products with Halal Logo: A Case Study of Malaysia and Japan.” Journal of Islamic Marketing 9, no. 1 (5 Maret 2018): 191–203. https://doi.org/10.1108/JIMA-02-2016-0009.
Kurniawati, Dwi Agustina, dan Hana Savitri. “Awareness Level Analysis of Indonesian Consumers toward Halal Products.” Journal of Islamic Marketing 11, no. 2 (6 Juni 2019): 522–46. https://doi.org/10.1108/JIMA-10-2017-0104.
Liao, Wen-Hung, dan Po-Ming Chen. “Analysis of Visual Elements in Logo Design.” Dalam Smart Graphics, disunting oleh Marc Christie dan Tsai-Yen Li, 8698:73–85. Lecture Notes in Computer Science. Cham: Springer International Publishing, 2014. https://doi.org/10.1007/978-3-319-11650-1_7.
Mogaji, Emmanuel. Brand Management: An Introduction through Storytelling. Springer Nature, 2021.
Mohamed, Zainalabidin, Mad Nasir Shamsudin, dan Golnaz Rezai. “The Effect of Possessing Information About Halal Logo on Consumer Confidence in Malaysia.” Journal of International Food & Agribusiness Marketing 25, no. sup1 (23 Oktober 2013): 73–86. https://doi.org/10.1080/08974438.2013.800008.
Mohammad, Mutiara Fajrin Maulidya. “Pengaturan Sertifikasi Jaminan Produk Halal Di Indonesia” 15 (2021): 9.
“Multiple Halal Logos and Malays’ Beliefs: A Case of Mixed Signals,” t.t., 10.
Nurdiansyah, A. “Halal Certification and Its Impact on Tourism in Southeast Asia: A Case Study Halal Tourism in Thailand.” KnE Social Sciences, 23 Mei 2018, 26–43. https://doi.org/10.18502/kss.v3i5.2323.
Othman, Baharudin, Sharifudin Shaarani, dan Arsiah Bahron. “The Potential of ASEAN in Halal Certification Implementation:,” 2016, 25.
Pittard, Narelle, Michael Ewing, dan Colin Jevons. “Aesthetic Theory and Logo Design: Examining Consumer Response to Proportion across Cultures.” Disunting oleh Joseann Small. International Marketing Review 24, no. 4 (24 Juli 2007): 457–73. https://doi.org/10.1108/02651330710761026.
Politwika. 99 Langkah Sukses Berbisnis E-Commerce. Gramedia Widiasarana Indonesia, 2017.
Republika Online. “Pro Kontra Logo Halal Baru,” 18 Maret 2022. https://republika.co.id/share/r8vo6n90488767323000.
Purwanto, Agus, Marissa Grace Haque, Denok Sunarsi, dan Masduki Asbari. “The Role of Brand Image, Food Safety, Awareness, Certification on Halal Food Purchase Intention: An Empirical Study on Indonesian Consumers.” Journal of Industrial Engineering & Management Research 2, no. 3 (21 Mei 2021): 42–52. https://doi.org/10.7777/jiemar.v2i3.144.
Rahmadani, Gema. “Halal Dan Haram Dalam Islam.” Jurnal Ilmiah Penegakan Hukum 2, no. 1 (2015): 20–26.
Ririn Tri Ratnasari, -, - Sri Gunawan, - Sylva Alif Rusmita, dan - Ari Prasetyo. “Halal Food Certification to Improve the Competitiveness of East and Middle Business in Indonesia.” KnE Social Sciences: The 2nd International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP), 22 November 2018, 1044–56.
Sahir, S., M. Fahlevi, K. Kasbuntoro, dan S. Sutia. “Effect of Halal Food Management System Certification on Buying Interest of Indonesian Consumer Goods.” Uncertain Supply Chain Management 9, no. 3 (2021): 731–38.
Sari, Desi Indah. “Perlindungan Hukum Atas Label Halal Produk Pangan Menurut Undang-Undang.” Repertorium: Jurnal Ilmiah Hukum Kenotariatan 7, no. 1 (30 Mei 2018): 1–14. https://doi.org/10.28946/rpt.v7i1.264.
Sosianika, Adila, dan Fatya Alty Amalia. “Uncovering Indonesian Millennial’s Halal Food Purchase Intention: Halal Value and Halal Logo as the Antecedents.” International Journal of Applied Business Research, 1 Februari 2020, 31–45. https://doi.org/10.35313/ijabr.v2i01.91.
Sucipto, Sucipto. “Halal Dan Haram Menurut Al-Ghazali Dalam Kitab Mau’idhotul Mukminin.” ASAS 4, no. 1 (2012). https://doi.org/10.24042/asas.v4i1.1671.
Suparto, Susilowati, Djanurdi D, Deviana Yuanitasari, dan Agus Suwandono. “Harmonisasi Dan Sinkronisasi Pengaturan Kelembagaan Sertifikasi Halal Terkait Perlindungan Konsumen Muslim Indonesia.” Mimbar Hukum - Fakultas Hukum Universitas Gadjah Mada 28, no. 3 (15 Oktober 2016): 427–38. https://doi.org/10.22146/jmh.16674.
Zainuddin, Nizamuddin, Adam Mohd Saifudin, Pernille Erenbjerg, dan Norlila Mahidin. “Effect of Halal Certification and Labelling Process on Halal Supply Chain Performance,” 1 Agustus 2019.
Published
2022-06-29
How to Cite
Rachman, A., Maemunah, M., & Ulpah, M. (2022). Desain Baru Logo Halal Badan Penyelenggara Jaminan Produk Halal: Antara Urgensi, Seni, dan Esensi. El Buhuth: Borneo Journal of Islamic Studies, 4(2), 245-262. https://doi.org/10.21093/el-buhuth.v0i0.4700
Section
Articles
