In order to understand the culture of the community structure of Djarum Black as an urban subculture, background of a construction of reality through visual branding undertaken by the company Djarum. This becomes very interesting to study, because it contains the value of which was implanted into a group loyal to a symbol, a symbol that has the controversy associated with the health regulations on smoking, regulations broadcast advertising on tobacco products, and regulations concerning the ban on smoking in public areas , Therefore, it can be considered that the visual branding of the company Djarum is not just only have an impact on the results of the promotion and marketing, but has led to the formation of cultural values in the urban lifestyle
