A A brand’s logo can reflect the message, values, and orientation of a company. optik kasoem is a brand established in 1938 that has undergone three transformations, each reflecting the dynamics of its visual identity in line with evolving times and consumer preferences. the transformation of optik kasoem’s logo serves as a means to maintain its continuity and remain relevant to the visual trends of its era. this study aims to understand the shift in message and meaning conveyed through the brand\\\'s visual symbols. this research applies a qualitative framework using an approaches of semiotics and intertextuality and interdisciplinary method that’s integrated. the analysis focuses on design elements such as form, color, and typography, based on archived data. the findings show that the transformation of optik kasoem’s logo reflects an effort to sustain the business by adapting messages and meanings to market developments, consumer needs, and social context over time. changes in elements such as the name, typography, color, and form illustrate the company’s communication dynamics, while maintaining the inherited brand essence through the consistent use of the name “kasoem.” however, the transformation also reveals a conservative tendency in creative direction, this stimulus is provided by reintroducing the word “optik” to preserve the brand’s vitality yet does not fully demonstrate the courage to redefine the role of optical services in an ever-evolving era.