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PERANCANGAN REBRANDING MUSEUM PUSTAKA

PERANAKAN TIONGHOA

Laporan Tugas Akhir

Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

Nama : Patrick Jason Andri

NIM : 00000009162

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Perancangan rebranding museum..., Patrick Jason Andri, FSD UMN, 2019

ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:

Nama : Patrick Jason Andri

NIM : 00000009162

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

Universitas Multimedia Nusantara

Judul Tugas Akhir :

PERANCANGAN REBRANDING MUSEUM PUSTAKA

PERANAKAN TIONGHOA

dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan

belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas

Multimedia Nusantara maupun di perguruan tinggi lainnya.

Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan

pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali

arahan pembimbing akademik dan narasumber.

Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,

apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam

pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan


v

KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa karena atas

berkat dan rahmat-Nya penulis dapat menyelesaikan tugas akhir yang berjudul

“Perancangan Rebranding Museum Pustaka Peranakan Tionghoa”. Penulisan

tugas akhir ini tidak terlepas dari ketertarikan penulis terhadap mata kuliah

branding.

Brand dari suatu organisasi merupakan salah satu hal penting dalam

menanamkan citra organisasi kedalam benak masyarakat. Oleh karena itu

keunikan suatu brand yang menonjolkan jati dirinya sudah menjadi sesuatu yang

wajib, agar penyampaian pesan kepada target efektif dan efisien.

Tujuan dari tugas akhir ini adalah agar brand dari Museum Pustaka

Peranakan Tionghoa menjadi representatif dan terintegrasi guna membantu

memajukan visi dan misi dari museum, terutama pasca perluasan dan pengesahan

secara hukum. Selain itu pembaca juga diharapkan dapat mengerti guna suatu

brand.

Pada kesempatan ini, penulis ingin mengucapkan terima kasih kepada

semua pihak yang telah terlibat dalam penyusunan tugas akhir ini :

1. Mohammad Rizaldi, S.T., M.Ds. selaku ketua Program Studi Desain

Komunikasi Visual dan dosen pembimbing akademik

2. Lalitya Talitha Pinasthika, M.Ds. selaku dosen pembimbing

3. Ir. Azmi Abubakar selaku narasumber terkait Museum Pustaka

Peranakan Tionghoa


vii

ABSTRAKSI

Museum Pustaka Peranakan Tionghoa adalah sebuah museum non-profit yang didirikan pada tahun 2011 dengan tujuan mengenalkan tokoh-tokoh etnis Tionghoa yang memiliki peran signifikan untuk negara, yang merupakan bagian dari jati diri bangsa Indonesia. Atas dasar keinginan pak Azmi untuk melakukan perluasan fisik museum, aktivitas museum, dan fungsi museum, beliau akan membuat museum sah secara hukum menjadi museum sejarah. Harapan beliau untuk membuat museum lebih besar dan menjadi ruang publik sehingga lebih efektif dalam melaksanakan misi dan visinya kepada massa yang lebih besar. Oleh karena itu solusi yang diusulkan adalah perancangan rebranding untuk Museum Pustaka Peranakan Tionghoa. Metode penelitian yang digunakan pada tugas akhir ini adalah metode campuran yang berupa wawancara dengan bapak Ir. Azmi selaku pendiri museum, penyebaran kuesioner, studi eksisting, dan studi kasus. Harapan penulis adalah dengan merancang strategi brand baru yang kuat, distinctive, dan juga menunjukkan jati diri dapat membantu Museum Pustaka Peranakan Tionghoa memajukan visi dan misinya.

Kata kunci: rebranding, museum, strategi, jati diri


viii

ABSTRACT

Pustaka Peranakan Tionghoa Museum is a non-profit museum founded in 2011 with the aim of introducing Chinese figures who had done significant deeds for the country, as this is a part of Indonesia’s identity.Based on the desire of sir Azmi to expand the museum physically, more activities, and more function, he is willing to legitimate Pustaka Peranakan Tionghoa Museum as a history museum. By creating a bigger, more accomodating space for the public, sir Azmi believes he can push his cause to more people. Under those considerations the solution proposed is a rebranding of Pustaka Peranakan Tionghoa Museum. Research methods used in this final project were an interview with sir Ir. Azmi as the founder of the museum, data gathering by questionnaire, existing study, and case study. The author hopes that by rebranding the museum with a new strong, and true to itself strategy, it will help Pustaka Peranakan Tionghoa Museum push its vision and mission.

Keywords: rebranding, museum, strategy, true


ix

DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ..................... ii

HALAMAN PENGESAHAN TUGAS AKHIR ................................................ iv

KATA PENGANTAR ........................................................................................... v

ABSTRAKSI ........................................................................................................ vii

DAFTAR ISI ......................................................................................................... ix

DAFTAR GAMBAR ........................................................................................... xii

DAFTAR TABEL ............................................................................................ xviii

DAFTAR LAMPIRAN ...................................................................................... xix

BAB I PENDAHULUAN ...................................................................................... 1

1.1. Latar Belakang ........................................................................................ 1

1.2. Rumusan Masalah ................................................................................... 3

1.3. Batasan Masalah...................................................................................... 3

1.4. Tujuan Tugas Akhir ................................................................................ 4

1.5. Manfaat Tugas Akhir .............................................................................. 4

BAB II TINJAUAN PUSTAKA ........................................................................... 5

2.1. Museum ................................................................................................... 5

2.1.1. Tipe Museum .............................................................................. 5

2.1.2. Museum Sejarah .......................................................................... 6

2.2. Brand ....................................................................................................... 7


x

2.2.1. Fungsi Brand ............................................................................... 8

2.2.2. Branding ...................................................................................... 8

2.2.3. Sejarah Branding ....................................................................... 11

2.2.4. Brand Identity............................................................................ 11

2.2.5. Brand Strategy .......................................................................... 28

2.2.6. Brand Equity ............................................................................. 36

2.3. Desain Grafis ......................................................................................... 37

2.3.1. Elemen Desain .......................................................................... 38

2.3.2. Prinsip Desain ........................................................................... 40

2.4. Fotografi ................................................................................................ 44

2.4.1. Komposisi Foto ......................................................................... 44

BAB III METODOLOGI .................................................................................. 48

3.1. Metodologi Pengumpulan Data ........................................................... 48

3.1.2. Kuesioner .................................................................................. 52

3.1.3. Studi Eksisting .......................................................................... 56

3.1.4. Studi Kasus ............................................................................... 62

3.2. Metodologi Perancangan ....................................................................... 64

BAB IV STRATEGI DAN ANALISIS PERANCANGAN ............................. 66

4.1. Proses Perancangan ............................................................................... 66

4.1.1. Clarifying Strategy ................................................................... 66

4.1.2. Designing Identity ..................................................................... 70

4.1.3. Creating Touchpoints ................................................................ 82


xi

4.1.4. Managing Assets ..................................................................... 102

4.2. Analisis Perancangan .......................................................................... 106

4.2.1. Analisis Desain Logo .............................................................. 106

4.2.2. Analisis Warna ........................................................................ 108

4.2.3. Analisis Supergrafis ................................................................ 110

4.2.4. Analisis Touchpoints ............................................................... 112

4.2.5. Analisis Graphic Standards Manual ....................................... 127

4.3. Budgeting ............................................................................................ 132

BAB V PENUTUP ............................................................................................. 134

5.1. Kesimpulan ......................................................................................... 134

5.2. Saran .................................................................................................... 135

DAFTAR PUSTAKA ......................................................................................... xiv


xii

DAFTAR GAMBAR

Gambar 2.1. Perkembangan Brand ......................................................................... 7

Gambar 2.2. Market Clutter .................................................................................. 10

Gambar 2.3. Logo Nasa ........................................................................................ 14

Gambar 2.4. Logo Google ..................................................................................... 14

Gambar 2.5. Logo Apple ....................................................................................... 15

Gambar 2.6. Logo Pepsi ........................................................................................ 15

Gambar 2.7. Logo Mr. Peanut ............................................................................... 16

Gambar 2.8. Logo Burger King ............................................................................ 16

Gambar 2.9. Logo Harley Davidson ..................................................................... 17

Gambar 2.10. Complementary .............................................................................. 18

Gambar 2.11. Split Complementary ...................................................................... 18

Gambar 2.12. Double Complementary.................................................................. 19

Gambar 2.13. Analogus ......................................................................................... 19

Gambar 2.14. Triadic ............................................................................................ 20

Gambar 2.15. Monochromatic .............................................................................. 20

Gambar 2.16. Manuscript Grid ............................................................................. 22

Gambar 2.17. Column Grid ................................................................................... 23

Gambar 2.18. Modular Grid ................................................................................. 23

Gambar 2.19. Hierarchial Grid ............................................................................ 24

Gambar 2.20. Klasifikasi Typeface ....................................................................... 26

Gambar 2.21. Good and Different......................................................................... 31

Gambar 2.22. Garis ............................................................................................... 38


xiii

Gambar 2.23. Simetri ............................................................................................ 41

Gambar 2.24. Asimetri .......................................................................................... 41

Gambar 2.25. Radial ............................................................................................. 42

Gambar 2.26. Gestalt ............................................................................................ 43

Gambar 2.27. Subject and Background................................................................. 45

Gambar 2.28. Keseimbangan ................................................................................ 45

Gambar 2.29. POV ................................................................................................ 46

Gambar 2.30. Simplicity ........................................................................................ 47

Gambar 3.1. Foto dengan Ir. Azmi Abubakar ....................................................... 48

Gambar 3.2. Logo Museum Pustaka Peranakan Tionghoa ................................... 49

Gambar 3.3. Rumus Slovin ................................................................................... 52

Gambar 3.4.Diagram 1 .......................................................................................... 53

Gambar 3.5. Diagram 2 ......................................................................................... 54

Gambar 3.6. Museum Sejarah Indonesia .............................................................. 56

Gambar 3.7. Logo Museum Sejarah Jakarta ......................................................... 57

Gambar 3.8. Museum Nasional Indonesia ............................................................ 58

Gambar 3.9. Logo Museum Nasional Indonesia ................................................... 59

Gambar 3.10. Museum Sumpah Pemuda .............................................................. 60

Gambar 3.11. Tugu Sumpah Pemuda ................................................................... 61

Gambar 3.12. Logo Museum Sumpah Pemuda .................................................... 61

Gambar 3.13. Logo Museum Tate ........................................................................ 62

Gambar 3.14. Media Cetak Museum Tate ............................................................ 63

Gambar 4.1. Proposition ....................................................................................... 67


xiv

Gambar 4.2. Mindmapping ................................................................................... 69

Gambar 4.3. Mindmapping 2 ................................................................................ 69

Gambar 4.4. Moodboard ....................................................................................... 71

Gambar 4.5. Sketsa Logo ...................................................................................... 72



Gambar 4.8. Sketsa Logo 4 ................................................................................... 73

Gambar 4.9. Eksplorasi Bentuk Type .................................................................... 74

Gambar 4.10. Sketsa Digital ................................................................................. 74

Gambar 4.11. Grid Logo ....................................................................................... 75

Gambar 4.12. Tes Logo ......................................................................................... 75

Gambar 4.13. Eksplorasi Warna ........................................................................... 76

Gambar 4.14. Tes Warna ...................................................................................... 76

Gambar 4.15. Warna ............................................................................................. 77

Gambar 4.16. Eksplorasi Typeface........................................................................ 78

Gambar 4.17. Typeface ......................................................................................... 79

Gambar 4.18. Supergrafis ..................................................................................... 80

Gambar 4.19. Treatment Foto Konten Informatif ................................................. 81

Gambar 4.20. Foto Konten Koleksi ...................................................................... 82

Gambar 4.21. Perancangan Stationery .................................................................. 83

Gambar 4.22. Perancangan Kartu ID .................................................................... 84

Gambar 4.23. Alternatif Desain Baju .................................................................... 85

Gambar 4.24. Ukuran Logo Pada Baju ................................................................. 86


xv

Gambar 4.25. Perancangan Penanda ..................................................................... 86

Gambar 4.26. Perancangan Sign Box ................................................................... 87

Gambar 4.27. Perancangan Poster A3 Informatif ................................................. 88

Gambar 4.28. Poster Foreground A3 Informatif ................................................. 89

Gambar 4.29. Perancangan Poster A3 Events ...................................................... 90

Gambar 4.30. Perancangan Jendela ..................................................................... 91

Gambar 4.31. Jendela dan Deskripsi .................................................................... 91

Gambar 4.32. Poster A4 ........................................................................................ 92

Gambar 4.33. Perancangan Banner ...................................................................... 93

Gambar 4.34. Jenis Post Instagram Feeds ............................................................ 94

Gambar 4.35. Instagram Story E-Jendela .............................................................. 95

Gambar 4.36. Instagram Story Untuk Events ........................................................ 96

Gambar 4.37. Facebook ....................................................................................... 97

Gambar 4.38. Alternatif Desain Banner Facebook .............................................. 97

Gambar 4.39. Desain Banner Facebook .............................................................. 98

Gambar 4.40. Perancangan Stiker ......................................................................... 99

Gambar 4.41. Perancangan Angpao ...................................................................... 99

Gambar 4.42. Desain Angpao ............................................................................. 100

Gambar 4.43. Sketsa Cover GSM ....................................................................... 102

Gambar 4.44. Katern Graphic Standards Manual .............................................. 103

Gambar 4.45. Perancangan Layout GSM ........................................................... 104

Gambar 4.46. Aplikasi Layout GSM Tanpa Teks ............................................... 105

Gambar 4.47. Logo ............................................................................................. 106


xvi

Gambar 4.48. Analisis Brandmark...................................................................... 106

Gambar 4.49. Analisis Logotype ........................................................................ 107

Gambar 4.50. Analisis Warna ............................................................................. 109

Gambar 4.51. Analisis Supergrafis ..................................................................... 110

Gambar 4.52. Analisis Grafis Jendela ................................................................. 111

Gambar 4.53. Analisis Stationery ....................................................................... 112

Gambar 4.54. Baju Polo Shirt ............................................................................. 113

Gambar 4.55. Kartu ID........................................................................................ 114

Gambar 4.56. Sign Box........................................................................................ 115

Gambar 4.57. Penanda ........................................................................................ 116

Gambar 4.58. Jendela .......................................................................................... 117

Gambar 4.59. Poster A3 Informatif.................................................................... 119

Gambar 4.60. Poster Events/Announcement ....................................................... 120

Gambar 4.61. Banner .......................................................................................... 121

Gambar 4.62. Feeds Instagram ........................................................................... 122

Gambar 4.63. Instagram Story ............................................................................ 123

Gambar 4.64. Analisis Facebook ........................................................................ 124

Gambar 4.65. Stiker ............................................................................................ 125

Gambar 4.66. Angpao ......................................................................................... 126

Gambar 4.67. Cover GSM .................................................................................. 128

Gambar 4.68. Layout dan Grid GSM .................................................................. 129

Gambar 4.69. Halaman Aplikasi Pada GSM ...................................................... 129

Gambar 4.70. Pemisah Seksi ............................................................................... 130


xvii

Gambar 4.71. Communication and Visual .......................................................... 131


xviii

DAFTAR TABEL

Tabel 4.1. Budgeting ........................................................................................... 132


xix

DAFTAR LAMPIRAN

LAMPIRAN A: TRANSKRIP WAWANCARA ........................................... xviii

LAMPIRAN B: ABSEN BIMBINGAN ...................................................... xxxiv


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