SAUSSUREAN SEMIOTICS OF BRAND IDENTITY IN TELEKOM MALAYSIA’S TELEGRAPH MUSEUM GAMIFICATION MASTHEAD, POP UP TREASURES, AND MASCOT DESIGNS

Abstract

In today’s digital era, museums integrate digital tools to adapt to evolving societal expectations especially for the younger generation. The Telegraph Museum, under the initiative of Telekom Malaysia, has introduced a gamification interface that combines elements of history with digital interaction. This innovation highlights how heritage institutions can strengthen their brand identity by combining tradition with modern technology. In response to this, the present study aims to analyze the representation of brand identity in the Telegraph Museum’s gamification interface, applying a qualitative research approach. The study selected five interface components; masthead, three pop-up treasures, and mascot as the primary data based on their significance in communicating brand identity. This study employs Ferdinand de Saussure’s model of semiotic analysis, focusing on the relationship between signifier and signified to uncover the meanings constructed within the design elements of the Telegraph Museum’s gamification interface. Through simplified yet recognizable visualizations, the use of brand-aligned colors, and gamified discovery elements, the interface communicates an approachable, playful, and educational identity targeted toward younger audiences. The findings reveal that the representation of Telekom Malaysia’s brand identity communicated through the Telegraph Museum Gamification interface are; Telekom Malaysia is trustworthy technology that protects the heritage; joyful and a safe engaging environment for youth learning. This research contributes to digital heritage semiotics by showing how gamification can make heritage storytelling more engaging for younger generations while at the same time strengthening a company’s brand identity within cultural preservation efforts.