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.
