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PERANCANGAN ULANG VISUAL LOGO

INTERNATIONAL BATIK CENTER & CRAFT

Laporan Tugas Akhir

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

Nama : Christian Antonius Jonathan

NIM : 11120210067

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2015

ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:


NIM : 11120210067



Universitas Multimedia Nusantara

Judul Tugas Akhir :

`



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 nara sumber.

Perancangan Ulang..., Christian Antonius, FSD UMN, 2015

iii

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

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

berlaku di Universitas Multimedia Nusantara.

Tangerang, 29 Juni 2015

Christian Antonius Jonathan


iv

HALAMAN PENGESAHAN TUGAS AKHIR



Oleh


NIM : 11120210067




Ketua Program Studi

Desi Dwi Kristanto, M.Ds.

Penguji

Desy Sandrayani, S.Sn., M.Pd.

Ketua Sidang

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

Pembimbing

Darfi Rizkavirwan, S.Sn., M.Ds.


v

KATA PENGANTAR

Puji dan syukur penulis ucapkan kepada Tuhan Yesus Kristus, sebab oleh berkat

dan rahmat-Nya penulis dapat menyelesaikan tugas akhir dengan judul

“Perancangan Ulang Visual Logo International Batik Center & Craft” ini dengan

baik dan tepat waktu.

International Batik Center & Craft (IBC & Craft) merupakan sebuah

tempat wisata belanja batik di kota Pekalongan yang didirikan dan diprakarsai

oleh beberapa tokoh diantaranya adalah Bapak Yusuf Gunawan dan Bapak Habib

Lutfi bin Yahya. IBC & Craft mempunyai positioning yang sama dengan

kompetitor yaitu sebagai pusat belanja batik grosir dan eceran di kota Pekalongan.

Selain itu, tingkat awareness masyarakat terhadap logo IBC & Craft sangat

rendah. Akibatnya, tempat ini menjadi kalah bersaing dari kompetitor dan sepi

pengunjung. Oleh sebab itu, penulis akan merepositioning IBC & Craft melalui

perancangan ulang visual logo.

Adapun tujuan dari tugas akhir ini adalah untuk membuat ulang visual

logo IBC & Craft yang menampilkan positioning yang baru dan berbeda antar

kompetitor. Di samping itu, penyelesaian tugas akhir ini merupakan salah satu

syarat bagi penulis untuk memperoleh gelar Sarjana Desain (S.Ds.), jurusan

Desain Komunikasi Visual, fakultas Seni & Desain, Universitas Multimedia

Nusantara.

Penulis menyadari bahwa penulisan laporan magang ini dapat diselesaikan

berkat bantuan berbagai pihak. Oleh karena itu, penulis ingin mengucapkan terima

kasih kepada:


vi

1. Desi Dwi Kristanto, M.Ds., selaku Ketua Program Studi Desain

Komunikasi Visual Universitas Multimedia Nusantara.

2. Darfi Rizkavirwan, S.Sn., M.Ds., selaku dosen pembimbing yang telah

memberikan pengarahan dalam peracangan tugas akhir ini.

3. Teky Priyanto, selaku General Manager International Batik Center &

Craft.

4. Orang tua dan keluarga yang selalu memberikan dukungan penuh kepada

penulis.

5. Seluruh teman-teman penulis yang memberikan dukungan penuh.


Christian Antonius Jonathan


vii

ABSTRAKSI

Batik merupakan sebuah warisan budaya Indonesia yang ditetapkan UNESCO

sebagai Masterpiece of Oral and Intangible Heritage of Humanity. Salah satu kota

yang terkenal dengan batik yaitu kota Pekalongan. International Batik Center &

Craft (IBC & Craft) merupakan sebuah tempat wisata belanja batik yang

diprakarsai oleh beberapa tokoh yaitu Bapak Yusuf Gunawan dan Bapak Habib

Lutfi bin Yahya. IBC & Craft mempunyai positioning yang sama dengan

kompetitor yaitu sebagai pusat belanja batik grosir dan eceran di kota Pekalongan.

Selain itu banyaknya persepsi visual logo yang salah dan tingkat awareness

masyarakat terhadap logo tersebut sangat rendah. Akibatnya, tempat ini menjadi

kalah bersaing dan sepi pengunjung. Metode penelitian yang penulis gunakan

yaitu metode kualitatif dan kuantitatif seperti survei, wawancara, observasi dan

studi literatur untuk mendapatkan hasil data yang lebih lengkap, jelas, dan akurat.

Selain itu, penulis menggunakan metode perancangan dimulai dari riset awal,

analisa permasalahan, membentuk ulang brand positioning dan merancang ulang

visual logo serta penerapannya dalam Graphic Standards Manual (GSM) agar

tercipta konsistensi citra dalam pengaplikasian logo.

Kata kunci: Brand, Logo, Graphic Standards Manual, Batik, Pekalongan


viii

ABSTRACT

Batik is an Indonesian cultural heritage by UNESCO as a Masterpiece of Oral

and Intangible Heritage of Humanity. One of the famous city with the city of

Pekalongan batik. International Batik Center & Craft (IBC & Craft) is a batik

shopping attractions initiated by several figures, Mr Yusuf Gunawan and Mr

Habib Lutfi bin Yahya. IBC & Craft has the same positioning as a competitor,

namely batik shopping center wholesale and retail in the town of Pekalongan.

Besides many visual perception is wrong logo and the level of public awareness of

the logo is very low. As a result, it became less competitive and empty. The

research method the authors use the qualitative and quantitative methods such as

surveys, interviews, observation and literature study to obtain results more

complete data, clear, and accurate. Moreover, the author uses the method of

designing starts from early research, problem analysis, reshaping the brand

positioning and visual redesign the logo and its application in the Graphic

Standards Manual (GSM) in order to create consistency in the application of the

logo image.

Keywords: Brand, Logo, Graphic Standards Manual, Batik, Pekalongan


ix

DAFTAR ISI

PERANCANGAN ULANG VISUAL LOGO INTERNATIONAL BATIK

CENTER & CRAFT ............................................................................................... I

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

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

KATA PENGANTAR ........................................................................................... V

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

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

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

DAFTAR GAMBAR ........................................................................................ XIV

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 .............................................................................. 5

1.6. Metode Pengumpulan Data ..................................................................... 5

1.6.1. Wawancara .................................................................................. 6


x

1.6.2. Observasi Lapangan .................................................................... 6

1.6.3. Survei .......................................................................................... 7

1.6.4. Studi Literatur ............................................................................. 7

1.6.5. Existing Studies ........................................................................... 8

1.7. Metode Perancangan ............................................................................... 8

1.7.1. Riset Awal ................................................................................... 8

1.7.2. Analisa Permasalahan ................................................................. 8

1.7.3. Solusi Desain ............................................................................... 9

1.7.4. Konsep Desain ............................................................................ 9

1.7.5. Visual .......................................................................................... 9

1.7.6. Aplikasi Media ............................................................................ 9

1.8. Skematika Perancangan ........................................................................ 10

BAB II TINJAUAN PUSTAKA ......................................................................... 11

2.1. Brand ..................................................................................................... 11

2.2. Brand Equity ......................................................................................... 12

2.2.1. Brand Awareness ...................................................................... 14

2.2.2. Brand Association ..................................................................... 16

2.2.3. Perceived Quality ...................................................................... 17

2.2.4. Brand Loyalty ............................................................................ 19

2.3. Brand Positioning ................................................................................. 20

2.3.1. Klasifikasi Positioning .............................................................. 22

2.3.2. Brand Repositioning ................................................................. 24

2.4. Brand Identity ........................................................................................ 25


xi

2.5. Logo ...................................................................................................... 28

2.5.1. Klasifikasi Logo ........................................................................ 30

2.6. Teori Gestalt .......................................................................................... 34

2.7. Psikologi Warna .................................................................................... 37

2.8. Tipografi ................................................................................................ 40

2.9. Graphic Standars Manual ..................................................................... 44

2.9.1. Anatomi Graphic Standards Manual ........................................ 44

BAB III ANALISIS DATA PENELITIAN ....................................................... 46

3.1. Gambaran Umum Data Primer.............................................................. 46

3.2. Data Penilitian ....................................................................................... 47

3.2.1. Wawancara ................................................................................ 47

3.2.2. Observasi Lapangan .................................................................. 49

3.2.3. Survei ........................................................................................ 50

3.2.3.1. Survei Pengunjung IBC & Craft ........................................... 52

3.2.3.2. Survei Masyarakat dan Wisatawan di Kota Pekalongan....... 60

3.2.3.3. Kesimpulan Hasil Survei....................................................... 68

3.2.4. Analisis Kompetitor .................................................................. 69

3.2.5. Analisis SWOT ......................................................................... 70

3.2.6. Analisis STP .............................................................................. 72

3.3. Analisis Visual ...................................................................................... 73

3.3.1. Visual Logo IBC & Craft .......................................................... 73

3.3.2. Existing Studies ......................................................................... 76

BAB IV KONSEP DAN PERANCANGAN ...................................................... 81


xii

4.1. Konsep Perancangan ............................................................................. 81

4.1.1. Tujuan Perancangan .................................................................. 81

4.1.2. Ide Kreatif ................................................................................. 81

4.1.3. Strategi Perancangan ................................................................. 83

4.1.3.1. Unique Selling Point ............................................................. 83

4.1.3.2. Positioning ............................................................................ 84

4.1.3.3. Value ..................................................................................... 84

4.1.3.4. Pesan Utama .......................................................................... 85

4.2. Mind Mapping ....................................................................................... 85

4.3. Brainstorming ....................................................................................... 88

4.4. Perancangan .......................................................................................... 91

4.4.1. Sketsa Perancangan ................................................................... 91

4.4.2. Sketsa Digital ............................................................................ 95

4.5. Analisis Logo ........................................................................................ 96

4.5.1. Bentuk ....................................................................................... 98

4.5.2. Tipografi .................................................................................. 101

4.5.3. Warna ...................................................................................... 102

4.6. Media Plan .......................................................................................... 104

4.6.1. Graphic Standard Manual ...................................................... 104

4.6.2. Aplikasi Media ........................................................................ 108

4.6.2.1. Stationary ............................................................................ 108

4.6.2.2. Marketing Tools .................................................................. 111

4.6.2.3. Employee ............................................................................. 113


xiii

4.6.2.4. Customer ............................................................................. 115

4.6.2.5. Vehicle ................................................................................. 118

4.6.2.6. Signage ................................................................................ 119

4.7. Budgeting ............................................................................................ 121

BAB V PENUTUP ............................................................................................. 122

5.1. Kesimpulan ......................................................................................... 122

5.2. Saran .................................................................................................... 123

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


xiv

DAFTAR GAMBAR

Gambar 1.1. Skematika Perancangan.................................................................... 10

Gambar 2.1. Brand Equity .................................................................................... 13

Gambar 2.2. Brand Awareness Pyramid ............................................................... 15

Gambar 2.3. Brand Loyalty Pyramid .................................................................... 20

Gambar 2.4. Visual Imaginery – McDonald’s Logo ............................................. 26

Gambar 2.5. Metaphor – Puma Logo ................................................................... 27

Gambar 2.6. Brand Heritage – Pepsi Logo........................................................... 27

Gambar 2.7. Word Marks – Sony Logo ................................................................. 30

Gambar 2.8. Device Marks – Starbucks Logo....................................................... 30

Gambar 2.9. Kombinasi logotype dan logogram – Microsoft Logo .................... 31

Gambar 2.10. Wordmarks – Philips Logo ............................................................. 31

Gambar 2.11. Letterforms – SCTV Logo ............................................................... 32

Gambar 2.12. Emblem – Mercedez-Benz Logo ..................................................... 32

Gambar 2.13. Pictorial Marks– Shell Logo .......................................................... 33

Gambar 2.14. Abstract – Logitech Logo ............................................................... 33

Gambar 2.15. Character – Michelin Logo ............................................................ 34

Gambar 2.16. Similarity - BeeBank Development Logo ...................................... 35

Gambar 2.17. Proximity – Unilever Logo ............................................................. 35

Gambar 2.18. Continuity – Melbourne 2010 Cycling Logo .................................. 35

Gambar 2.19. Closure – WWF Logo .................................................................... 36

Gambar 2.20. Common Fate – Bahamas Islands Logo ........................................ 36

Gambar 2.21. Figure & Ground – Carrefour Logo ............................................. 37


xv

Gambar 2.22. Symmetry – Motorola Logo ............................................................ 37

Gambar 2.23. Legibility dalam sebuah huruf ........................................................ 42

Gambar 2.24. Readibility dalam sebuah huruf ...................................................... 43

Gambar 2.25. Visibility dalam sebuah huruf ......................................................... 43

Gambar 2.26. Logo Elements ................................................................................ 45

Gambar 2.27. Logo Application ............................................................................ 45

Gambar 3.1. Wawancara dengan Bapak Teky Priyanto ....................................... 48

Gambar 3.2. Hasil Observasi IBC & Craft ........................................................... 50

Gambar 3.3. Survei Responden ............................................................................. 51

Gambar 3.4. Diagram Usia Pengunjung IBC & Craft .......................................... 52

Gambar 3.5. Diagram Jenis Kelamin Pengunjung IBC & Craft ........................... 53

Gambar 3.6. Diagram Asal Pengunjung IBC & Craft .......................................... 53

Gambar 3.7. Diagram Rata-rata Pengeluaran Pengunjung IBC & Craft .............. 54

Gambar 3.8. Diagram Pilihan Tempat Belanja Pengunjung IBC & Craft ............ 55

Gambar 3.9. Diagram Penentuan Tempat Belanja Pengunjung IBC & Craft ...... 55

Gambar 3.10. Diagram Tujuan Pengunjung IBC & Craft .................................... 56

Gambar 3.11. Diagram Mengetahui IBC & Craft................................................. 57

Gambar 3.12. Diagram Jumlah Kunjungan Pengunjung IBC & Craft ................. 57

Gambar 3.13. Diagram Perbandingan Kualitas IBC & Craft ............................... 58

Gambar 3.14. Diagram Kelebihan IBC & Craft ................................................... 58

Gambar 3.15. Diagram Ketertarikan Pengunjung IBC & Craft............................ 59

Gambar 3.16. Diagram Usia Responden ............................................................... 60

Gambar 3.17. Diagram Jenis Kelamin Responden ............................................... 61


xvi

Gambar 3.18. Diagram Asal Tempat Responden.................................................. 61

Gambar 3.19. Diagram Rata-rata Pengeluaran Responden ................................... 62

Gambar 3.20. Diagram Kesukaan Belanja Responden ......................................... 62

Gambar 3.21. Diagram Pilihan Tempat Belanja Responden ................................ 63

Gambar 3.22. Diagram Penentuan Tempat Belanja Responden ........................... 63

Gambar 3.23. Diagram Pusat Belanja Batik di kota Pekalongan .......................... 64

Gambar 3.24. Diagram Mengetahui IBC & Craft ................................................. 65

Gambar 3.25. Diagram Kedatangan Responden di IBC & Craft .......................... 66

Gambar 3.26. Diagram Mengetahui Logo IBC & Craft ....................................... 67

Gambar 3.27. Diagram Persepsi Visual Logo IBC & Craft ................................. 68

Gambar 3.28. Pasar Grosir Setono ........................................................................ 70

Gambar 3.29. Logo IBC & Craft .......................................................................... 73

Gambar 3.30. Logo IBC & Craft pada website ..................................................... 75

Gambar 3.31. Logo IBC & Craft pada flyer ......................................................... 75

Gambar 3.32. Logo IBC & Craft pada kartu nama ............................................... 76

Gambar 3.33. Logo Lama Batik Semar ................................................................ 76

Gambar 3.34. Logo Baru Batik Semar .................................................................. 78

Gambar 3.35. Logo Batik Danar Hadi .................................................................. 79

Gambar 4.1. Proses Mind Mapping Kata Internasional ........................................ 86

Gambar 4.2. Proses Mind Mapping Kata Batik .................................................... 86

Gambar 4.3. Proses Mind Mapping Kata Center .................................................. 87

Gambar 4.4. Proses Mind Mapping Kata Galeri ................................................... 87

Gambar 4.5. Proses Pengembangan Kata Warisan ............................................... 88


xvii

Gambar 4.6. Proses Pengembangan Motif Batik Pekalongan............................... 89

Gambar 4.7. Proses Pengembangan Area ............................................................. 90

Gambar 4.8. Proses Pengembangan Frame .......................................................... 91

Gambar 4.9. Sketsa Perancangan Logogram I ...................................................... 92

Gambar 4.10. Sketsa Perancangan Logogram II ................................................... 92

Gambar 4.11. Sketsa Perancangan Logogram III ................................................. 93

Gambar 4.12. Sketsa Perancangan Logogram IV ................................................. 93

Gambar 4.13. Sketsa Perancangan Logogram V .................................................. 94

Gambar 4.14. Sketsa Perancangan Logotype I ...................................................... 94

Gambar 4.15. Sketsa Perancangan Logotype II .................................................... 95

Gambar 4.16. Sketsa Digital I ............................................................................... 95

Gambar 4.17. Sketsa Digital II .............................................................................. 96

Gambar 4.18. Logo Akhir International Batik Center Versi Vertikal .................. 97

Gambar 4.19. Logo Akhir International Batik Center Versi Horizontal .............. 97

Gambar 4.20. Batik Jlamprang ............................................................................. 98

Gambar 4.21. Wawancara dengan Bapak Denny Pujianto ................................... 99

Gambar 4.22. Bunga Padma atau Bunga Lotus .................................................... 99

Gambar 4.23. Jlamprang di Kota Pekalongan ..................................................... 100

Gambar 4.24. Aksara Jawa ................................................................................. 101

Gambar 4.25. Typeface Philosopher ................................................................... 101

Gambar 4.26. Typeface Judson ........................................................................... 102

Gambar 4.27. Warna Batik Pekalongan .............................................................. 102

Gambar 4.28. Warna Logo International Batik Center ...................................... 103


xviii

Gambar 4.29. International Batik Center GSM Cover ....................................... 104

Gambar 4.30. GSM International Batik Center I ............................................... 105

Gambar 4.31. GSM International Batik Center I ............................................... 106

Gambar 4.32. GSM International Batik Center II .............................................. 107

Gambar 4.33. Letter Head ................................................................................... 108

Gambar 4.34. Amplop ......................................................................................... 109

Gambar 4.35. Business Card ............................................................................... 110

Gambar 4.36. Map............................................................................................... 110

Gambar 4.37. Brochure ....................................................................................... 111

Gambar 4.38. X-Banner ...................................................................................... 112

Gambar 4.39. Website ......................................................................................... 112

Gambar 4.40. Advertisong On Website ............................................................... 113

Gambar 4.41. Staff Uniform ................................................................................ 114

Gambar 4.42. Pin ................................................................................................ 114

Gambar 4.43. Umbrella....................................................................................... 115

Gambar 4.44. Privilege Card .............................................................................. 116

Gambar 4.45. Mug............................................................................................... 116

Gambar 4.46. Shopping Bag ............................................................................... 117

Gambar 4.47. Price Tag ...................................................................................... 118

Gambar 4.48. Car ................................................................................................ 119

Gambar 4.49. Office Room Signage .................................................................... 119

Gambar 4.50. Shop Signage ................................................................................ 120

Gambar 4.51. Glass Door Signage ..................................................................... 120


xix

DAFTAR TABEL

Tabel 4.1. Tabel Budgeting ................................................................................. 121


xx

DAFTAR LAMPIRAN

LAMPIRAN A: SURAT IJIN INTERNATIONAL BATIK CENTER &

CRAFT.............................................................................................................XVII

LAMPIRAN B: KUISIONER PENGUNJUNG IBC & CRAFT..............XVIII

LAMPIRAN C: KUISIONER WISATAWAN DAN MASYARAKAT KOTA

PEKALONGAN................................................................................................XIX

LAMPIRAN D: KARTU KONSULTASI BIMBINGAN...............................XX


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