Visual Syncretism Of Kufi Calligraphy In The Indonesian Halal Logo

Abstract

This research investigates the phenomenon of linguistic-visual syncretism embodied in the redesigned Indonesian Halal logo, specifically examining the transformation of Arabic script into localized cultural iconography. As a prominent emblem of religious governance, the logo’s design reflects a complex negotiation between classical calligraphic canons and Nusantara’s aesthetic identity. Utilizing a qualitative framework anchored in Charles Sanders Peirce’s triadic semiotics and the morphological tenets of Khat Kufi, this study scrutinizes the structural interplay between text and image. The findings indicate a deliberate morphological deconstruction of the Arabic characters Ha, Lam, Alif, and Lam, reconfiguring them to mirror the contours of the wayang Gunungan and the Surjan textile patterns. From a calligraphic perspective, the logo is identified as a contemporary Kufi hybrid that prioritizes aesthetic fluidity while maintaining the foundational readability of the sacred text. Semiotic analysis further demonstrates that the logo operates as a dual-functioning signifier: a cultural icon and a juridical symbol of wasathiyah (religious moderation). This integration projects an inclusive paradigm of Islam that harmonizes with indigenous wisdom, thereby enhancing the global brand equity of Indonesia’s halal sector. Ultimately, this study posits that the transmutation of Arabic visual language into a national cultural artifact serves as a sophisticated communicative vehicle to solidify Indonesia’s strategic influence within the global halal ecosystem