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PERANCANGAN BRAND REJUVENATION DAMRI

Laporan Tugas Akhir

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

Nama : Matius Anthony Purwanto

NIM : 00000009381

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Perancangan Brand Rejuvenation..., Matius Anthony Purwanto, FSD UMN, 2019

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:

Nama : Matius Anthony Purwanto

NIM : 000000009381

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

Universitas Multimedia Nusantara

Judul Tugas Akhir:

PERANCANGAN BRAND REJUVENATION DAMRI

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

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

berlaku di Universitas Multimedia Nusantara.


KATA PENGANTAR

Ucapan syukur yang sangat besar penulis haturkan kepada Tuhan YME

karena diperbolehkan untuk mengikuti rangkaian kegiatan Tugas Akhir untuk

memberikan perubahan.

Ada banyak pengalaman menarik yang penulis dapatkan selama menjalani

tugas akhir ini seperti mencoba bernegosiasi dengan birokrasi suatu perusahaan

yang rumit dan juga birokrasi universitas yang kaku.

Permintaan maaf saya haturkan khususnya untuk segala pihak yang sudah

mau membantu dan membimbing saya dalam dinamika tugas akhir ini dan

semoga dari ilmu – ilmu dan informasi yang diberikan semoga penulis dapat

memperoleh hasil yang sesuai dengan apa yang dikerjakan.

Ucapan terima kasih tidak lupa saya ucapkan kepada banyak pihak yang

membantu kelancaran saya untuk menghadapi tugas akhir ini khusunya kepada:

1. Mohammad Rizaldy S.T., M.Ds.

2. Chara Susanti, M.Ds.

3. Restiti (Marketing Comunication DAMRI), Joni Hendri (Senior

manager pelayanan DAMRI), dan Utama (Sekretaris Direktur Utama)

4. Nares (Humas DAMRI), Pohan (Senior Manager SDM DAMRI),

Gavin

5. Segenap pihak yang membantu perancangan

6. Keluarga saya yang ada di Semarang


ABSTRAKSI

Damri adalah sebuah perum yang bergerak dalam bidang transportasi darat khususnya bus. Dalam perkembangannya, usia perum ini terus menua dan banyak stigma yang buruk terhadap perum ini. Namun, sudah banyak perkembangan dan perubahaan yang sudah dilakukan oleh perum Damri sehingga memiliki banyak fasilitas baru. Terlebih lagi, banyak unit usaha baru yang telah dibuat oleh perusahaan ini sehingga perusahaan ini harus memiliki sebuah positioning yang baru Oleh karena itu perlu dilakukan rebranding dan pembuatan brand identity yang baru sehingga masyarakat mengetahui value dan visi yang ada pada perum Damri sehingga tidak terdapat stigma yang buruk lagi. Setelah melakukan riset, DAMRI ternyata memiliki sejumlah perubahan yang sangat signifikan bahkan dari lingkup internal perusahaan. Sejumlah perubahan tentunya diperlukan untuk membuat masyarakat aware terhadap perubahan signifikan yang dilakukan DAMRI sehingga dapat dipakai sebagai acuan masyarakat untuk menilai brand ini secara baru. Melihat masalah yang terjadi, penulis mengangkat topik ini untuk membantu DAMRI agar dapat dipandang lebih baik di mata konsumen dan juga siap menghadapi pasar global karena visi mereka yang baru yaitu mencangkup ekspansi internasional.

Kata kunci: Brand Identity, Branding, Visual Identity


ABSTRACT

Damri is a national company which service land transportation especially by bus. Moreover, Damri is a old national company and there are so many negative perception about this company. Damri had been made a lot of positive changes but, not so many people noticed that. Furthermore, there are a lot of new business unit made by this company. So, this company needs a re-branding and also visual identity changes to deliver the value to the consumer and there will not be a bad perception in consumer’s mind. After doing a research, DAMRI actually have some changes very specific, even from the beginning of the internal company. Some changes had been made to make the consumers aware about the changes that DAMRI did, so it can be a good point to see this company in a new way. Conducting from the problems, writer design this topic to help DAMRI to make a better perception in the consumer’s mid. DAMRI also ready to face the global competition because of their new vision.

Keywords: Brand Identity, Branding, Visual Identity


DAFTAR ISI

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

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

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

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

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

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

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

DAFTAR TABEL .............................................................................................. XX

DAFTAR LAMPIRAN .................................................................................... XXI

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

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

2.1. Teori Brand ............................................................................................... 3

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

2.3. Brand Revitalization ................................................................................ 7


2.4. Brand Architecture .................................................................................... 8

2.4.1. Monolithic ...................................................................................... 8

2.4.2. Endorsed ........................................................................................ 9

2.4.3. Pluralistic ..................................................................................... 10

2.5. Logo ........................................................................................................ 11

2.6. Warna ...................................................................................................... 14

2.6.1. Putih ............................................................................................. 14

2.6.2. Hitam ............................................................................................ 14

2.6.3. Merah ........................................................................................... 15

2.6.4. Orange .......................................................................................... 15

2.6.5. Kuning .......................................................................................... 15

2.6.6. Hijau ............................................................................................. 15

2.6.7. Biru ............................................................................................... 16

2.6.8. Ungu ............................................................................................. 16

2.6.9. Pink .............................................................................................. 16

2.6.10. Coklat ........................................................................................... 16

2.6.11. Abu - abu ...................................................................................... 17

2.6.12. Emas ............................................................................................. 17

2.6.13. Silver ............................................................................................ 17

2.7. Tipografi .................................................................................................. 18

2.7.1. Ukuran tulisan .............................................................................. 18

2.7.2. Line length .................................................................................... 19

2.7.3. Line spacing (leading).................................................................. 19


2.7.4 Alignment ..................................................................................... 19

2.8. Grafis Kendaraan .................................................................................... 19

2.8.1. Grafis yang Dilukis ...................................................................... 20

2.8.2. Grafis dari Vinyl .......................................................................... 20

2.8.3. Vehicle Wraps .............................................................................. 20

2.9. Bentuk dan Ruang ................................................................................... 21

2.9.1. Bentuk .......................................................................................... 21

2.9.2. Pola Bentuk .................................................................................. 24

2.9.3. Bentuk dan Artinya ...................................................................... 26

2.10. Gestalt ..................................................................................................... 28

2.10.1. Similarity ...................................................................................... 28

2.10.2. Closure ......................................................................................... 29

2.10.3. Figure and Ground ...................................................................... 30

2.10.4. Imposible Figure .......................................................................... 30

2.11. Grid ......................................................................................................... 30

2.11.1. Margin .......................................................................................... 31

2.11.2. Kolom dan interval kolom ........................................................... 32

2.11.3. Flowlines ...................................................................................... 32

2.11.4. Modul grid ................................................................................... 32

2.11.5. Zona spasial .................................................................................. 32

BAB III METODOLOGI .................................................................................. 34

3.1. Metodologi Pengumpulan Data ............................................................. 34

3.1.1. Wawancara ................................................................................... 36


3.1.2. Kuisioner ...................................................................................... 46

3.1.3. Observasi ...................................................................................... 49

3.2. Studi Eksisting ........................................................................................ 57

3.3. Metedologi Perancangan ......................................................................... 62

3.3.1. Melakukan Riset dan Analisis ...................................................... 62

3.3.2. Mengembangkan Strategi ............................................................ 62

3.3.3. Membuat Identitas Brand ............................................................. 62

3.3.4. Menemukan Konsumen yang Potensial ....................................... 67

3.3.5. Merawat Aset yang ada ................................................................ 67

BAB IV STRATEGI DAN ANALISIS PERANCANGAN ............................. 68

4.1. Strategi Perancangan .................................................................................. 68

4.1.1. Clariflying .....................................................................................................68

4.1.2. Positioning ...................................................................................................70

4.1.3 Brand Essence .............................................................................................70

4.1.4 Big Idea .........................................................................................................71

4,1,5 Brand Value .................................................................................................71

4.1.6 Konsep ...........................................................................................................72

4.1.7. Konsep Visual .............................................................................................73

4.1.8. Warna ............................................................................................................81

4.2. Hasil Perancangan ...................................................................................... 82

4.3. Budgeting ................................................................................................. 130

DAFTAR PUSTAKA ......................................................................................... XV


DAFTAR GAMBAR

Gambar 2.1. Contoh Brand Architecture Monolithic ............................................ 9

Gambar 2.2. Contoh Brand Architecture Endorsed ............................................. 10

Gambar 2.3. Contoh Organizational-endorsed .................................................... 10

Gambar 2.4. Contoh Sub-brand / subsidiary ........................................................ 10

Gambar 2.5. Contoh Brand Architecture Pluralistic ........................................... 11

Gambar 2.6. Contoh Logo Wordmarks ................................................................ 12

Gambar 2.7. Contoh Logo Letterform ................................................................. 12

Gambar 2.8. Contoh Logo Pictoral ..................................................................... 13

Gambar 2.9. Contoh Logo Abstrak ...................................................................... 13

Gambar 2.10. Contoh Logo Emblem ................................................................... 14

Gambar 2.11. Contoh Pengaplikasian Grafik pada Kendaraan............................ 21

Gambar 2.12. Logo Mexipor Xose Teiga (atas) Logo Evenson Design Group

(EDG) (bawah) .............................................................................................. 22

Gambar 2.13. Contoh logo dengan bentuk lingkaran .......................................... 22

Gambar 2.14. Contoh logo dengan bentuk peregi empat ..................................... 23

Gambar 2.15. Contoh logo dengan bentuk segitiga ............................................. 24

Gambar 2.16. Logo La Fonda del Sol .................................................................. 25

Gambar 2.17. Logo Neustar ................................................................................. 26

Gambar 2.18. Logo Go dan penerapannya........................................................... 27

Gambar 2.19. Logo Manchester ........................................................................... 28

Gambar 2.20. Logo Brasil Telecom ..................................................................... 29

Gambar 2.21. Logo WWF .................................................................................... 29


Gambar 2.22. Logo Carrefour .............................................................................. 30

Gambar 2.23. Logo FedEx ................................................................................... 30

Gambar 2.24. Logo Institute of Cancer Therapeutics.......................................... 31

Gambar 3.1. Wawancara dengan Bu Restiti ........................................................ 35

Gambar 3.2. Wawancara dengan Pak Joni ........................................................... 40

Gambar 3.3. Wawancara dengan Pak Utama ....................................................... 42

Gambar 3.4. Grafik Awareness DAMRI .............................................................. 47

Gambar 3.5. Grafik Rasa Aman ........................................................................... 47

Gambar 3.6. Grafik Rasa Nyaman ....................................................................... 48

Gambar 3.7. Grafik Pengetahuan Fasilitas ........................................................... 48

Gambar 3.8. Jadwal Kedatangan Bus .................................................................. 49

Gambar 3.9. Desain Interior Bus.......................................................................... 49

Gambar 3.10. Fasilitas untuk Mengisi Daya Ponsel ............................................ 50

Gambar 3.11. Tiket Bus ....................................................................................... 50

Gambar 3.12. Desain Luar Bus Jurusan WTC Serpong....................................... 51

Gambar 3.13. Bus Royale Class ........................................................................... 52

Gambar 3.14. Format tempat duduk Bus Royale Class ....................................... 53

Gambar 3.15. Ruangan Private Lounge ............................................................... 54

Gambar 3.16. Loket.............................................................................................. 54

Gambar 3.17. Kerjasama dengan Traveloka ........................................................ 55

Gambar 3.18. Ruang Tunggu ............................................................................... 55

Gambar 3.19. Logo PT. KAI sebelum dan sesudah ............................................. 57

Gambar 3.20. Implementasi Brand Silver Bird ................................................... 59


Gambar 3.21. Implementasi Brand Big Bird ....................................................... 59



Gambar 3.20. Contoh pembuatan awal logo ........................................................ 65

Gambar 4.1. Tahap membidik dan menembakkan panah .................................... 73

Gambar 4.2. Archer paradox ............................................................................... 74

Gambar 4.3. Jenis ujung anak panah .................................................................... 74

Gambar 4.4. Sketsa awal logo ............................................................................... 76



Gambar 4.7. Sketsa digital logo ............................................................................ 78



Gambar 4.10. Proses pembuatan logo ................................................................... 80

Gambar 4.11. Grid logo ........................................................................................ 80

Gambar 4.12. Warna tetrad pertama ..................................................................... 81

Gambar 4.13. Warna tetrad yang di analogus ...................................................... 82

Gambar 4.14. Logo final ....................................................................................... 82

Gambar 4.15. Inverse logo .................................................................................... 83

Gambar 4.16. Warna ............................................................................................. 84

Gambar 4.17. Tipografi ......................................................................................... 85

Gambar 4.18. Supergrafis ..................................................................................... 85

Gambar 4.19. Warna akhir arsitektur brand ......................................................... 86


Gambar 4.20. Mood warna urban ......................................................................... 87

Gambar 4.21. Color palette warna urban .............................................................. 88

Gambar 4.22. Mood warna casual ........................................................................ 89

Gambar 4.23. Color palette warna casual ............................................................ 90

Gambar 4.24. Mood warna powerful..................................................................... 91

Gambar 4.25. Color palette warna powerful ......................................................... 92

Gambar 4.26. Arsitektur brand ............................................................................. 93

Gambar 4.27. Cover GSM .................................................................................... 94

Gambar 4.28. Kutipan ........................................................................................... 94

Gambar 4.29. Daftar isi ......................................................................................... 95

Gambar 4.30. Visi brand ....................................................................................... 95

Gambar 4.31. Positioning ..................................................................................... 95

Gambar 4.32. Value............................................................................................... 96

Gambar 4.33. Tone of voice .................................................................................. 96

Gambar 4.34. Brand personality ........................................................................... 96

Gambar 4.35. Brand architecture ......................................................................... 97

Gambar 4.36. Brand architecture value ................................................................ 98

Gambar 4.37. Brand architecture value ................................................................ 99

Gambar 4.38. Brand architecture value .............................................................. 100

Gambar 4.39. Grid logo ...................................................................................... 100

Gambar 4.40. Konfigurasi logo ........................................................................... 100

Gambar 4.41. Konfigurasi logo brand architecture............................................ 101

Gambar 4.42. Konfigurasi warna logo primer .................................................... 101


Gambar 4.43. Konfigurasi warna logo brand architecture ................................. 101

Gambar 4.44. Konfigurasi susunana logo brand architecture ............................ 102

Gambar 4.45. Penggunaan logo yang salah ........................................................ 102

Gambar 4.46. Tipografi ....................................................................................... 102

Gambar 4.47. Aturan tipografi ............................................................................ 103

Gambar 4.48. Warna brand utama ...................................................................... 103

Gambar 4.49. Warna brand architecture ............................................................ 103

Gambar 4.50. Contoh mood ................................................................................ 104

Gambar 4.51. Supergrafis ................................................................................... 104

Gambar 4.52. Pengunaan supergrafis yang benar ............................................... 104

Gambar 4.53. Penggunaan supergaris yang salah ............................................... 105

Gambar 4.54. Penggunaan supergaris yang salah ............................................... 106

Gambar 4.55. Signage ......................................................................................... 107

Gambar 4.56. Livery samping bus ...................................................................... 107

Gambar 4.57. Livery depan dan belakang bus .................................................... 108

Gambar 4.58. Livery kendaraan lain ................................................................... 108

Gambar 4.59. Seragam ........................................................................................ 108

Gambar 4.60. Stationary ..................................................................................... 109

Gambar 4.61. Map folder .................................................................................... 109

Gambar 4.62. Kartu nama dan amplop ............................................................... 109

Gambar 4.63. Kop surat dan ID card .................................................................. 110

Gambar 4.64. Tiket dan snack box ...................................................................... 110

Gambar 4.65. Website ......................................................................................... 110


Gambar 4.66. Instagram ...................................................................................... 111

Gambar 4.67. Penutup ......................................................................................... 111

Gambar 4.68. Cover penutup GSM .................................................................... 111

Gambar 4.69. Cover pembuka company profile ................................................. 112

Gambar 4.70. Daftar isi ....................................................................................... 113

Gambar 4.71. Sambutan ...................................................................................... 113

Gambar 4.72. Sejarah .......................................................................................... 114

Gambar 4.73. Dewan direksi ............................................................................... 114

Gambar 4.74. Visi, misi, dan nilai perusahaan ................................................... 115

Gambar 4.75. Budaya perusahaan ....................................................................... 115

Gambar 4.76. Wilayah usaha .............................................................................. 116

Gambar 4.77. Segmen usaha ............................................................................... 116

Gambar 4.78. Keunggulan .................................................................................. 117

Gambar 4.79. Penghargaan dan prioritas strategis .............................................. 117

Gambar 4.80. Galeri ............................................................................................ 118

Gambar 4.81. Cover penutup company profile ................................................... 118

Gambar 4.82. Envelope ....................................................................................... 119

Gambar 4.83. Letterhead ..................................................................................... 120

Gambar 4.84. Kartu nama depan......................................................................... 121

Gambar 4.85. Kartu nama belakang .................................................................... 121

Gambar 4.86. Map Folder ................................................................................... 122

Gambar 4.87. Directional signage ...................................................................... 123

Gambar 4.88. Informational signage .................................................................. 123


Gambar 4.89. Identificational signage ................................................................ 124

Gambar 4.90. Tiket ............................................................................................. 124

Gambar 4.91. Tampak depan bus ........................................................................ 125

Gambar 4.92. Tampak samping bus .................................................................... 125

Gambar 4.93. Tampak belakang bus ................................................................... 126

Gambar 4.94. Flashdisk ...................................................................................... 126

Gambar 4.95. Snack box...................................................................................... 127

Gambar 4.96. Mouse pad .................................................................................... 128

Gambar 4.97. Instagram ...................................................................................... 129

Gambar 4.98. Website ......................................................................................... 130


DAFTAR TABEL

Tabel 3.1. Brand architecture Blue Bird ............................................................... 61

Tabel 3.2. Brand architecture DAMRI ................................................................. 62


DAFTAR LAMPIRAN

LAMPIRAN A: LEMBAR BIMBINGAN ...................................................... xxv

LAMPIRAN B: TRANSKRIPT WAWANCARA ........................................ xxix

LAMPIRAN C: BOOTH ................................................................................. xxxi


HALAMAN AWALLEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIATHALAMAN PENGESAHAN TUGAS AKHIRKATA PENGANTARABSTRAKSIABSTRACTDAFTAR ISIDAFTAR GAMBARDAFTAR TABELDAFTAR LAMPIRAN

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