A Critical Discourse Analysis of Visual Identity the Luggage Label Inns of the Dutch East Colonial Era

: The proposed research aims to find out the meaning and function of symbols that are in the visual identity of the luggage label inns of the Dutch East colonial era. The object contains elements in the form of text and iconic architecture that is unique in it. The target to be achieved is collecting and analysing the object of study, then the synthesis results will be used as the basic material for the preparation of the historical graphic design reference book and the architecture. The method used in this study is critical discourse analysis van Dijk's model, where the study of object research in addition to the study of material objects, also be associated with a social context to understand certain goals and practices, including the practice of power as a form of social practice, this causes a dialectic among certain case events with the situations and social structures that shape them. Discourse it is also known that practices have emerged for text dimension, social cognition, and social context that appears on objects of the visual identity of luggage labels in the colonial era. The final results of this study illustrate how the process of unification and modernity carried out by the Dutch East Indies colonial government can be read through luggage label inns tourism promotion media and can be used as a marker of the era.