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PERANCANGAN ULANG BRAND IDENTITY

IRAMA NUSANTARA

Laporan Tugas Akhir

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

Nama : Reza Aditya Syachputra

NIM : 14120210299

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Perancangan Ulang Brand..., Reza Aditya Syachputra, FSD UMN, 2019

ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:


NIM : 14120210299

Program Studi : Visual Brand Design


Universitas Multimedia Nusantara

Judul Tugas Akhir:

PERANCANGAN ULANG BRAND IDENTITY IRAMA NUSANTARA

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


iii

gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang

berlaku di Universitas Multimedia Nusantara.

Tangerang, 26 Mei 2019

Reza Aditya Syachputra


iv

HALAMAN PENGESAHAN TUGAS AKHIR

PERANCANGAN ULANG BRAND IDENTITY

IRAMA NUSANTARA

Oleh


NIM : 14120210299

Program Studi : Desain Komunikasi Visual


Tangerang, 21 Juni 2019

.

Pembimbing

Erwin Alfian, S.Sn., M.Ds.

Ketua Program Studi

Mohammad Rizaldi, S.T., M.Ds.

Penguji

Nadia Mahatmi, M.Ds.

Ketua Sidang

Joni Nur Budi Kawulur, S.Sn., M.Ds.


v

KATA PENGANTAR

Puji dan syukur penulis panjatkan kehadirat Allah SWT atas segala rahmat

dan karunia-nya sehingga penulis bisa menyusun proposal tugas akhir ini dengan

judul “Perancangan Ulang Brand Identity Irama Nusantara“. Musik merupakan

salah satu kekayaan budaya Indonesia. Sudah sepantasnya anak bangsa untuk ikut

menjaga dan melestarikan budaya tersebut.

Pengarsipan musik di Indonesia sangatlah minim keberadaanya dan Irama

Nusantara menjadi satu-satunya lembaga pengarsipan musik yang didukung oleh

Badan Ekonomi Kreatif (BEKRAF) untuk melacak dan mengumpulkan data

rekaman-rekaman musik populer Indonesia. Untuk saat ini, Irama Nusantara

fokus pada musik populer tahun 1950an hingga 1980an, namun tidak menutup

kemungkinan untuk mengarsipkan rekaman-rekaman musik di zaman sekarang.

Sayangnya, identitas visual Irama Nusantara dimata para musisi dan penggemar

musik tidak teridentifikasi dan terjadinya misperception dengan apa yang

dilakukan Irama Nusantara selama ini. Atas dasar permasalahan tersebut, penulis

ingin merancang ulang identitas visual, agar Irama Nusantara dapat dikenali oleh

kalangan musisi dan music enthusiast, sebagaimana mestinya, yaitu organisasi

pengarsipan musik Indonesia.

Harapan penulis dengan perancangan ini, Irama Nusantara memiliki

identitas visual yang dapat dikenali dengan mudah dan tepat oleh targetnya, yaitu

generasi muda yang menggemari musik dan juga musisi serta ikut mendukung

dan melestarikan budaya Indonesia.


vi

Tidak lupa penulis ucapkan terimakasih sebesar-besarnya kepada rekan

yang terlibat dalam segala bantuan dan dukungan selama proses tugas akhir ini

berlangsung. Ucapan terimakasih ini, secara berurutan, ditujukan kepada:

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

Komunikasi Visual Universitas Multimedia Nusantara

2. Erwin Alfian, S.Sn., M.Ds., selaku dosen pembimbing, terimakasih

atas kritik dan sarannya selama perancangan tugas akhir.

3. Aditya Satyagraha, S.Sn., M.Ds. & Gideon K.F.H. Hutapea, S.T.,

M.DS., atas ilmu dan masukan yang diberikan kepada penulis pada

proses perancangan.

4. David Tarigan dan Frans Sartono, selaku narasumber penulis

mengenai perkembangan musik dan pengarsipan musik di Indonesia.

5. Ismi Ulfah, yang selalu ada, mendukung dan mendoakan penulis

selama berjalanya proses tugas akhir.

6. Serta kerabat dan keluarga dekat yang sudah mendukung dan

mendoakan penulis selama berjalannya proses pengerjaan Tugas

Akhir.

Tangerang, 28 Mei 2019

Reza Aditya Syachputra


vii

ABSTRAKSI

Selain alam dan budayanya, musik juga menjadi salah satu aset Indonesia yang

kaya akan keragaman dan sejarahnya. Irama Nusantara menjadi satu-satunya

organisasi yang mengarsipkan karya-karya musik populer Indonesia. Hal ini,

menjadi sangat penting untuk para musisi dan pencinta musik mengenali dan

mendukung Irama Nusantara. Tujuan dari pengarsipan ini, untuk disosialisasikan

kembali kepada masyarakat umum, para musisi, atau akademisi untuk mengetahui

sejarah dan perkembangan musik di Indonesia serta menjaga kelestarian karya

musik para musisi Indonesia. Sayangnya, para musisi dan juga music enthusiast

belum mengenal dan mispersepsi terhadap brand identity yang dimilikinya.

Padahal, Irama Nusantara berdiri sejak tahun 2013 lalu dan sering mengisi acara

event musik, menyebarkan informasi melalui sosial media mengenai data-data

yang mereka dapatkan. Berangkat dari permasalahan diatas, dibutuhkanya

perancangan ulang brand identity untuk Irama Nusantara agar bisa dikenali

dengan tepat oleh musisi dan juga pecinta musik. Dalam perancangan ini, penulis

membuat brand identity dan Graphic Standard Manual sebagai kebutuhan atas

permasalahan Irama Nusantara

Kata kunci : Brand identity, musik, Irama Nusantara


viii

ABSTRACT

In addition to nature and culture, music is also one of Indonesia's assets that is

rich in diversity and history. Irama Nusantara is the only organization that

archives Indonesian popular music works. This has become very important for

musicians and music lovers to recognize and support Irama Nusantara. The data

collected was not only auditive, music magazines, texts or lyrics, and album

covers neatly archived digitally. The purpose of this filing is to be re-socialized to

the general public, musicians, or academics to find out the history and

development of music in Indonesia. Unfortunately, there are still many who do not

know and misperception about the brand identity they have. In fact, Irama

Nusantara was founded in 2013 and often fills music events, disseminating

information through social media about the data they get. Departing from the

above problems, it is necessary to redesign the brand identity for Irama

Nusantara so that musicians and music lovers can recognize it properly. In this

design, the author makes brand identity and Graphic Standard Manual as a

necessity for the problems of Irama Nusantara

Keywords: Brand identity, music, Irama Nusantara


ix

DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT .................... II

HALAMAN PENGESAHAN TUGAS AKHIR ..............................................IV

KATA PENGANTAR ......................................................................................IV

ABSTRAKSI .................................................................................................. VII

ABSTRACT.................................................................................................... VIII

DAFTAR ISI ....................................................................................................IX

DAFTAR GAMBAR ...................................................................................... XII

DAFTAR TABEL ......................................................................................... XIX

DAFTAR LAMPIRAN .................................................................................. XX

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. Brand ................................................................................................... 5

2.2. Branding .............................................................................................. 5

2.2.1. Brand Identity ........................................................................... 7


x

2.2.2. Logo ....................................................................................... 12

2.3. Desain Komunikasi Visual ................................................................. 21

2.3.1. Shape ...................................................................................... 21

2.3.2. Typography ............................................................................. 22

2.3.3. Grid ........................................................................................ 26

2.3.4. Color ...................................................................................... 26

2.4. Graphic Standard Manual .................................................................. 28

BAB III METODOLOGI ............................................................................... 29

3.1. Metodologi Pengumpulan Data .......................................................... 29

3.1.1. Wawancara ............................................................................. 29

3.1.2. Kuesioner................................................................................ 39

3.2. STP (Segmenting, Targeting, Positioning) .......................................... 43

3.3. Metedologi Perancangan..................................................................... 45

BAB IV STRATEGI DAN ANALISIS PERANCANGAN ............................. 47

4.1. Strategi Perancangan .......................................................................... 47

4.1.1. Conducting Research .............................................................. 47

4.1.2. Clarifying Strategy .................................................................. 49

4.1.3. Designing Identity ................................................................... 54

4.1.4. Creating Touchpoints .............................................................. 67

4.1.5. Managing Assets ..................................................................... 98

4.2. Analisis Perancangan ........................................................................ 101

4.2.1. Logo ..................................................................................... 101


xi

4.2.2. Supergrafis ............................................................................ 103

4.2.3. Letterhead ............................................................................. 104

4.2.4. Envelope ............................................................................... 106

4.2.5. Business card ........................................................................ 107

4.2.6. ID Card ................................................................................ 109

4.2.7. Folder ................................................................................... 110

4.2.8. Stamp .................................................................................... 111

4.2.9. Website ................................................................................. 112

4.2.10. Poster ................................................................................... 114

4.2.11. Spotify Advertisement ........................................................... 116

4.2.12. Website Ads .......................................................................... 117

4.2.13. Instagram Feeds .................................................................... 118

4.2.14. Merchandise/Gimmick .......................................................... 119

4.3. Budgeting ......................................................................................... 124

BAB V PENUTUP ......................................................................................... 126

5.1. Kesimpulan ...................................................................................... 126

5.2. Saran ................................................................................................ 128

DAFTAR PUSTAKA .................................................................................... XIV


xii

DAFTAR GAMBAR

Gambar 2.1. Brandmarks .................................................................................... 9

Gambar 2.2. Sequence of Cognition ..................................................................... 9

Gambar 2.3. Wordmarks .................................................................................... 10

Gambar 2.4. Look and Feel ................................................................................ 12

Gambar 2.5. Illustrative Logo ............................................................................ 14

Gambar 2.6. Visual Style .................................................................................... 15

Gambar 2.7. Color Choices ................................................................................ 16

Gambar 2.8. Applied Color ................................................................................ 17

Gambar 2.9. Logotype ........................................................................................ 18

Gambar 2.10. Pictorial symbol .......................................................................... 19

Gambar 2.11. Abstract symbol .......................................................................... 19

Gambar 2.12. Nonobjective Symbol ................................................................... 20

Gambar 2.13. Letterform Symbol....................................................................... 20

Gambar 2.14. Character Icon ............................................................................ 21

Gambar 2.15. Shape .......................................................................................... 22

Gambar 2.16. Old style ..................................................................................... 23

Gambar 2.17. Transition ................................................................................... 24

Gambar 2.18. Modern ....................................................................................... 24

Gambar 2.19. Sans-Serif ................................................................................... 25

Gambar 2.20. Slab Serif .................................................................................... 25

Gambar 2.21. Script .......................................................................................... 25

Gambar 2.22. Modular Grid .............................................................................. 26


xiii

Gambar 2.23. Additive Color............................................................................. 27

Gambar 2.24. Primary & Secondary Color ....................................................... 28

Gambar 3.1. Logo Irama Nusantara ................................................................... 32

Gambar 3.2. Pasar seni ITB............................................................................... 33

Gambar 3.3. Pasar seni ITB............................................................................... 33

Gambar 3.4. Facebook Irama Nusantara ............................................................ 34

Gambar 3.5. Instagram Irama Nusantara ........................................................... 34

Gambar 3.6. Twitter Irama Nusantara ............................................................... 35

Gambar 3.7. Wawancara dengan David Tarigan ................................................ 35

Gambar 3.8. Wawancara dengan Frans Sartono................................................. 38

Gambar 3.9. Rumus Lemeshow ........................................................................ 39

Gambar 3.10. Diagram Pertanyaan 1 ................................................................. 40

Gambar 3.11. Jawaban Pertanyaan 2 ................................................................. 41

Gambar 3.12. Jawaban Pertanyaan 2 ................................................................. 41

Gambar 3.13. Diagram Pertanyaan 3 ................................................................. 42

Gambar 4.1. Mindmapping ................................................................................ 49

Gambar 4.2. Brainstorming ............................................................................... 51

Gambar 4.3. Moodboard Fresh ......................................................................... 52

Gambar 4.4. Moodboard Festive ....................................................................... 53

Gambar 4.5. Studi Eksisting .............................................................................. 54

Gambar 4.6. Visual Matriks .............................................................................. 55

Gambar 4.7. Sketsa Bentuk Dasar ..................................................................... 55

Gambar 4.8. Sketsa Logo 1 ............................................................................... 56


xiv

Gambar 4.9. Sketsa Logo 2 ............................................................................... 56

Gambar 4.10. Bentuk Logo Terpilih .................................................................. 57

Gambar 4.11. Sketsa Alternatif lanjutan ............................................................ 58

Gambar 4.12. Logo Terpilih .............................................................................. 58

Gambar 4.13. Digitalisasi .................................................................................. 59

Gambar 4.14. Font Option ................................................................................ 59

Gambar 4.15. Alternatif Konfigurasi Logo ........................................................ 59

Gambar 4.16. Logo Terpilih .............................................................................. 60

Gambar 4.17. Logo Grid ................................................................................... 60

Gambar 4.18. Color Moodboard ....................................................................... 62

Gambar 4.19. Color Alternative ........................................................................ 62

Gambar 4.20. Warna Primer .............................................................................. 63

Gambar 4.21. Tipografi Primer ......................................................................... 64

Gambar 4.22. Tipografi Sekunder ..................................................................... 64

Gambar 4.23. Sketsa Supergrafis....................................................................... 65

Gambar 4.24. Irama Segitiga ............................................................................. 66

Gambar 4.25. Irama Lingkar ............................................................................. 66

Gambar 4.26. Warna ......................................................................................... 67

Gambar 4.27. Image .......................................................................................... 68

Gambar 4.28. Tipografi ..................................................................................... 68

Gambar 4.29. Supergrafis.................................................................................. 69

Gambar 4.30. Grid ............................................................................................ 69

Gambar 4.31. Penerapan ................................................................................... 70


xv

Gambar 4.32. Final ........................................................................................... 70

Gambar 4.33. Warna ......................................................................................... 71



Gambar 4.36. Grid ............................................................................................ 73

Gambar 4.37. Penerapan Layout ....................................................................... 73

Gambar 4.38. Warna ......................................................................................... 74

Gambar 4.39. Super Grafis ................................................................................ 74


Gambar 4.41. Grid ............................................................................................ 75

Gambar 4.42. Penerapan Grid ........................................................................... 76

Gambar 4.43. Final ........................................................................................... 76

Gambar 4.44. Elemen Warna ............................................................................ 77


Gambar 4.46. Tipografi Sekunder ..................................................................... 78

Gambar 4.47. Grid 5 kolom .............................................................................. 78

Gambar 4.48. Penggunaan Grid ........................................................................ 78

Gambar 4.49. Final Design ............................................................................... 79

Gambar 4.50. Warna ......................................................................................... 80


Gambar 4.52. Proses Ilustrasi ............................................................................ 81




xvi


Gambar 4.56. Grid ............................................................................................ 82

Gambar 4.57. Penerapan Layout ........................................................................ 83

Gambar 4.58. Final Design ............................................................................... 83

Gambar 4.59. Warna ......................................................................................... 84



Gambar 4.62. Irama Gambar ............................................................................. 85

Gambar 4.63. Grid ............................................................................................ 86

Gambar 4.64. Penerapan Layout ........................................................................ 86

Gambar 4.65. Final Desain ................................................................................ 86

Gambar 4.66. Warna ......................................................................................... 87




Gambar 4.70. Penerapan layout ......................................................................... 89

Gambar 4.71. Final ........................................................................................... 89

Gambar 4.72. Warna ......................................................................................... 90



Gambar 4.75. Ilustrasi ....................................................................................... 91


Gambar 4.77. Final ........................................................................................... 91


xvii

Gambar 4.78. Warna ......................................................................................... 92




Gambar 4.82. Grid ............................................................................................ 95


Gambar 4.84. Final ........................................................................................... 97

Gambar 4.85. Mercahndise ............................................................................... 98

Gambar 4.86. Cover Brand Guidlines Book....................................................... 99

Gambar 4.87. Halaman Isi ................................................................................. 99

Gambar 4.88. Fina Logo ................................................................................. 101

Gambar 4.89. Warna Logo .............................................................................. 102

Gambar 4.90. Tipografi ................................................................................... 103

Gambar 4.91. Supergrafis................................................................................ 103

Gambar 4.92. Supergrafis................................................................................ 104

Gambar 4.93. Letterhead ................................................................................. 104

Gambar 4.94. Letterhead ................................................................................. 105

Gambar 4.95. Envelope ................................................................................... 106

Gambar 4.96. Business Card ........................................................................... 107

Gambar 4.97. ID Card .................................................................................... 109

Gambar 4.98. Folder ....................................................................................... 110

Gambar 4.99. Stamp ........................................................................................ 111

Gambar 4.100. Website ................................................................................... 112


xviii

Gambar 4.101. Website ................................................................................... 113

Gambar 4.102. Poster ..................................................................................... 114

Gambar 4.103. Spotify Ads Desktop & Mobile ................................................ 116

Gambar 4.104. Spotify Ads Desktop & Mobile ................................................ 117

Gambar 4.105. Instagram ................................................................................ 118

Gambar 4.106. Merchandise ........................................................................... 119

Gambar 4.107. T-shirt ..................................................................................... 120

Gambar 4.108. Totebag ................................................................................... 121

Gambar 4.107. Sticker ..................................................................................... 122

Gambar 4.108. Pin .......................................................................................... 123


xix

DAFTAR TABEL

Tabel 4.1. Budgeting ........................................................................................ 144


xx

DAFTAR LAMPIRAN

LAMPIRAN A: ABSENSI ............................................................................ XVI

LAMPIRAN B: PERANCANGAN ............................................................... XX


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