Abstract
City branding is one of the city's efforts in projecting the image of the city's values regionally and globally. One of the important processes in city branding is to develop the characteristics and the city identity into a brand identity. Today many cities in Indonesia implemented city branding strategies and some have mascots as part of their city branding. Malang is one of cities in Indonesia that has a unique design mascot. The purpose of this study is to see how the mission and vision of Malang City was implemented in visual mascot. This research will use qualitative research method through observation, interview, and literature. This research is expected to be a reference about how to process the vision and mission of a city as a mascot as a part of city branding.
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