Study of Typography Design as Elements in Developing The Visual City Branding Identity Of Cities in Indonesia Ratno Suprapto 1 and Retno Purwanti 2 Faculty of Technology and Design, Universitas Pembangunan Jaya 1 ratno.suprapto@upj.ac.id, 2 retno.purwanti@upj.ac.id ABSTRACT Typography is the study of the types and characters of letters. In addition, typography is also the art of choosing and using letters that are suitable for design needs both through print and digital media. So far, we have used more letters as elements in delivering messages. However, in this study we no longer use existing letters as objects of study, but instead focus on the aspect of letters as the visual identity of a city or region. During this time in designing the visual identity of the city (City Branding), we rarely see the use of distinctive letters in accordance with regional identity. This research using method of Domain Analysis by discussing the elements contained in the logo and typographic design criteria in particular. The implication of this study is to discuss the logotype of the appearance of destination brands in DKI Jakarta and Bandung City. The logotype of the DKI Jakarta and Bandung City logos uses the same typeface, so it does not have a different uniqueness in the appearance of the logo. Building a brand image should use a unique typeface and have differentiation according to values and philosophies. Keywords: Letters, Visual Identity, City Branding 1. INTRODUCTION Nowadays, the need for visual identity is very important in the effort to build a brand / image. Tangible and intangible values become important in building a visual identity both for the needs of the company's brand, products, personal, and place. City branding and Brand destination are one of the categories in branding activities that aim to convey a message about a place intended for tourists to come to the destination. A city can be used as a brand, as written in "the principle that cities and regions can be branded ”(Kemp et al., 2012, p. 508). In an effort to build and introduce a city or tourist destination, visual identity becomes very important so that the values and advantages of the place can be well informed to the target audience and potential tourists. A good visual identity will make it easier for the target audience to recognize and identify the strengths and messages delivered specifically. Research on city branding was also carried out by Irisi Kasapi and Ariana Cela who discussed 'Destination Branding: A Review of the City Branding Literature' in the Mediterranean Journal of Social Sciences (2017). This research will focus on the original aspects and differentiation of the cities being studied, such as research conducted by Boban Melovic and Slavica Mitrovic in a journal titled 'City-Brand Building - From City Marketing to City Branding', saying that; CONVASH 2019, November 02, Surakarta, Indonesia Copyright © 2020 EAI DOI 10.4108/eai.2-11-2019.2294925