PERANCANGAN IDENTITAS VISUAL

TOKO GROSIR MAINAN PD.HOYA

TUGAS AKHIR

Oleh

Retno Tirta Ayu Chaidir 1100015640Kelas : 08 PAU

Universitas Bina Nusantara

Jakarta

2011

i

PERANCANGAN IDENTITAS VISUAL

TOKO GROSIR MAINAN PD.HOYA

TUGAS AKHIR

diajukan sebagai salah satu syaratuntuk gelar kesarjanaan pada

Jurusan Desain Komunikasi VisualJenjang Pendidikan Strata-1

OlehRetno Tirta Ayu Chaidir 1100015640

Kelas : 08 PAU

Universitas Bina NusantaraJakarta2011

ii

PERANCANGAN IDENTITAS VISUAL

TOKO GROSIR MAINAN PD.HOYA

TUGAS AKHIR

Disusun oleh :

Retno Tirta Ayu Chaidir

1100015640

Disetujui oleh :

Pembimbing

Bapak Julianto, S.Sn

Kddsn : D2069

Universitas Bina NusantaraJakarta2011

iii

PDP

iv

PERNYATAAN

Dengan ini saya,

Nama : Retno Tirta Ayu Chaidir

NIM : 1100015640

Judul tugas akhir : Perancangan Identitas Visual Toko Grosir Mainan PD. Hoya

Memberikan kepada Universitas Bina Nusantara hak non-eksklusif untuk menyimpan,

memperbanyak, dan menyebarluaskan tugas akhir karya saya, secara keseluruhan atau

hanya sebagian atau hanya ringkasannya saja, dalam bentuk format tercetak dan atau

elektronik.

Menyatakan bahwa saya, akan mempertahankan hak exclusive saya, untuk

menggunakan seluruh atau sebagian isi tugas akhir saya guna pengembangan karya di

masa depan, misalnya bentuk artikel, buku, perangkat lunak, ataupun sistem informasi.

Jakarta, 25 Juli 2011

Retno Tirta Ayu Chaidir

1100015640

vi

PRAKATA

Puji syukur pada Tuhan Yesus Kristus atas segala anugerah dan berkat yang Dia berikan pada penulis, sehingga penulis bisa memiliki kesempatan untuk menyelesaikan Tugas Akhir dan Pengantar Konsep Tugas Akhir ini dengan baik.

Pengantar konsep tugas akhir ini disusun dan diajukan sebagai salah satu syarat untuk gelar kesarjanaan pada Jurusan Desain Komunikasi Visual Fakultas Komunikasi dan Multimedia Binus University.

Penulis mengucapkan terima kasih yang sebesar-besarnya kepada berbagai pihak yang telah mendukung baik secara moril dan materil, yang tanpa mereka semua Tugas Akhir dan penyusunan pengantar konsep tugas akhir ini tidak akan berjalan dengan lancar, yaitu :

1. Bapak Prof. Dr. Ir. Harjanto Prabowo, MM selaku rektor Universitas Bina Nusantara, atas fasilitas yang disediakan selama kami menjalani perkuliahan di Universitas Bina Nusantara.

2. Bapak Drs. Lintang Widyokusumo, MFA selaku Dekan Fakultas Komunikasi dan Multimedia Binus University.

3. Ibu Dra. Mita Purbasari, MFA selaku Ketua Jurusan Desain Komunikasi Visual Binus University.

4. Bapak Julianto, S.Sn selaku dosen pembimbing utama Tugas akhir yang telah memberikan banyak masukan, semangat, dan bantuan dalam pembuatan Tugas Akhir dan juga penyusunan pengantar konsep tugas akhir ini.

5. Ibu Dra. Dria Setiautami selaku dosen pembimbing pendamping yang juga banyak membantu dalam penggarapan Tugas Akhir.

6. Ibu Inggit Hasim selaku pemilik dan pengelola PD. Hoya yang telah bersedia membantu dan memberikan berbagai informasi sebagai bahan dari tugas akhir.

7. Orang tua yang selalu mendoakan dan memberikan support moril dan materil yang luar biasa untuk penulis.

8. Bapak Eka Sofyan Rizal atas bantuan, masukan, saran, dan sharing yang sangat membantu penulis selama pembuatan Tugas Akhir.

vii

9. Vincentius Valdi, Anastasia, Harry, Melisa, Maureen, Ingram, Devita, dan teman-teman lain yang sudah banyak memberikan semangat dan bantuan yang tidak bisa saya sebutkan satu per satu.

Penulis menyadari bahwa banyaknya ha-hal yang belum sempurna dalam penulisan skripsi ini baik dalam bahasa maupun cara penyajian. Penulis sangat berterima kasih atas setiap saran dan kritik yang diberikan sehingga tugas akhir ini menjadi lebih baik.

Akhir kata, penulis sangat berharap tugas akhir ini dapat bermanfaat bagi kepentingan banyak orang.

Jakarta, 14 Juni 2011

Penulis

viii

DAFTAR ISI

JUDUL DALAM ................................................................................................................i

HALAMAN PERSETUJUAN HARD COVER............................................................... ii

HALAMAN PERNYATAAN DEWAN PENGUJI ........................................................ iii

HALAMAN PEMBERIAN HAK CIPTA NON EKSKLUSIF DARI MAHASISWA KE

UNIVERSITAS BINA NUSANTARA ............................................................................iv

ABSTRAK .........................................................................................................................v

PRAKATA........................................................................................................................vi

DAFTAR ISI.................................................................................................................. viii

DAFTAR GAMBAR ..................................................................................................... xiii

DAFTAR TABEL...........................................................................................................xvi

DAFTAR GRAFIK.............................................................................................................i

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

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

1.2.Ruang Lingkup .................................................................................................1

BAB 2 DATA DAN ANALISA ........................................................................................3

2.1.Sumber Data .....................................................................................................3

2.2.Data Perusahaan................................................................................................3

2.2.1. Sejarah PD. Hoya .............................................................................3

2.2.2. Visi Misi ...........................................................................................5

2.2.3. Produk yang Dijual...........................................................................5

2.2.4. Pencapaian Penjualan .......................................................................8

2.2.5. Karakteristik PD. Hoya ....................................................................9

2.2.6. Sistem yang Sedang Berjalan ...........................................................9

2.3.Data Pendukung................................................................................................9

2.3.1. Strategi dan kebiasaan pemilik PD. Hoya sebagai orang Tionghoa.9

2.3.2. Data Pelanggan Tetap PD. Hoya....................................................11

2.3.3. Pengertian Toko dan Toko Grosir ..................................................15

2.3.4. Pengetian Perusahaan Dagang ( PD ).............................................16

2.3.5. Referensi Identitas Visual secara Umum .......................................16

2.4.Target Market .................................................................................................17

ix

2.4.1. Target Market Primer .....................................................................17

2.4.2. Target Market Sekunder.................................................................18

2.4.3. Analisa Target Market....................................................................18

2.5.Data Analisa Partner PD. Hoya ......................................................................18

2.5.1. Partner PD. Hoya............................................................................18

2.5.2. Kompetitor PD. Hoya.....................................................................19

2.6.Preposisi / Keunggulan PD. Hoya ..................................................................19

2.7.Analisa Identitas PD. Hoya yang Digunakan Sekarang ................................20

2.8.Analisa Identitas Toko Grosir Lain ...............................................................21

2.9.Analisa SWOT................................................................................................23

BAB 3 MASALAH DAN TUJUAN DESAIN................................................................25

3.1.Identifikasi Masalah........................................................................................25

3.2.Rumusan / Batasan Masalah ...........................................................................25

3.3.Tujuan Desain .................................................................................................25

BAB 4 KONSEP DESAIN ..............................................................................................26

4.1.Landasan Teori ...............................................................................................26

4.1.1. Teori Branding ...............................................................................26

4.1.2. Teori Brand Guidelines ..................................................................26

4.1.3. Teori Logo ......................................................................................27

4.1.4. Teori positioning ............................................................................28

4.1.5. Teori warna.....................................................................................28

4.1.6. Teori Tipografi ...............................................................................29

4.1.7. Teori Gestalt ...................................................................................30

4.2.Strategi Komunikasi .......................................................................................31

4.2.1. Keyfacts..........................................................................................31

4.2.2. Target Audiens ...............................................................................31

4.2.2.1. Demografik ...........................................................................31

4.2.2.2. Psikografik ............................................................................31

4.2.2.3. Geografik ..............................................................................32

4.2.3. Benefit ............................................................................................32

4.2.3.1. Benefit Rasional....................................................................32

x

4.2.3.2. Benefit Emosional .................................................................32

4.2.4. Positioning......................................................................................33

4.2.5. USP (Unique Selling Proposition) .................................................33

4.2.6. Bahasa ............................................................................................33

4.3.Strategi Desain................................................................................................33

4.3.1. Keywords........................................................................................33

4.3.2. Moods / Tone and Manner .............................................................34

4.3.3. Big Idea ..........................................................................................34

4.3.4. Creative Approach..........................................................................34

4.3.4.1. Warna....................................................................................34

4.3.4.2. Layout ...................................................................................34

4.3.4.3. Tipografi ...............................................................................34

4.3.4.4. Visual ....................................................................................34

4.4.Pemilihan Items...............................................................................................35

4.4.1. Logo................................................................................................35

4.4.2. Pedoman Identitas Visual ...............................................................35

4.4.3. Stationery........................................................................................35

4.4.4. Administratif ..................................................................................35

4.4.5. Stempel ...........................................................................................35

4.4.6. Seragam ..........................................................................................35

4.4.7. Plastik Belanja ................................................................................35

4.4.8. Label ...............................................................................................35

4.4.9. External Signage ............................................................................35

4.4.10. Internal Signage ...........................................................................36

4.4.11. Print-ad ........................................................................................36

4.4.12. Kardus ..........................................................................................36

4.4.13. Lakban ..........................................................................................36

4.4.14. Standing Banner ...........................................................................36

4.4.15. Kartu Penitipan Barang ................................................................36

4.4.16. Mobil ............................................................................................36

4.4.17. Papan tulis ...................................................................................36

xi

4.4.18. Souvenir........................................................................................36

BAB 5 HASIL DAN PEMBAHASAN DESAIN............................................................37

5.1.1 Visual .................................................................................................37

5.1.2 Tipografi.............................................................................................37

5.1.3 Warna .................................................................................................38

5.2.1 Logo ...................................................................................................38

5.2.2 Elemen Grafis.....................................................................................40

5.2.3 Buku Panduan Identitas Visual ..........................................................40

5.2.4 Kartu Nama ........................................................................................42

5.2.5 Kertas Surat........................................................................................42

5.2.6 Kertas Fax ..........................................................................................43

5.2.7 Amplop...............................................................................................43

5.2.8 Amplop Besar ....................................................................................44

5.2.9 Stempel...............................................................................................44

5.2.10 Nota Tunai .....................................................................................45

5.2.11 Nota Bon........................................................................................46

5.2.12 Surat Jalan .....................................................................................46

5.2.13 Daftar Produk ................................................................................47

5.2.14 Seragam .........................................................................................48

5.2.15 Plastik Belanja ...............................................................................49

5.2.16 Kardus ...........................................................................................49

5.2.17 Lakban ...........................................................................................50

5.2.18 Label ..............................................................................................50

5.2.19 External Signage : Papan Nama....................................................51

5.2.20 Signage Gantung ...........................................................................52

5.2.21 Signage Tempel .............................................................................53

5.2.22 Penutup Jendela .............................................................................54

5.2.23 Kanopi ...........................................................................................54

5.2.24 Nomor Lantai ................................................................................55

5.2.25 Print-ad .........................................................................................55

5.2.26 Standing Banner ............................................................................56

xii

5.2.27 Kartu Penitipan Barang .................................................................58

5.2.28 Souvenir.........................................................................................58

5.2.29 Papan Tulis ....................................................................................59

5.2.30 Mobil .............................................................................................59

BAB 6 PENUTUP ...........................................................................................................61

DAFTAR ISTILAH .........................................................................................................62

DAFTAR PUSTAKA ......................................................................................................64

xiii

DAFTAR GAMBAR

Gambar 2.1 PD. Hoya dahulu ............................................................................................4

Gambar 2.2 PD. Hoya sekarang.........................................................................................5

Gambar 2.3 Kembang api ..................................................................................................6

Gambar 2.4 Mainan............................................................................................................6

Gambar 2.5 Aksesoris ........................................................................................................7

Gambar 2.6 Aksesoris rambut............................................................................................7

Gambar 2.7 Bando .............................................................................................................7

Gambar 2.8 Kalender .........................................................................................................8

Gambar 2.9 Lain-lain .........................................................................................................8

Gambar 2.10 Spanduk PD. Hoya .....................................................................................20

Gambar 2.11 Kartu nama & nota PD. Hoya ....................................................................20

Gambar 2.12 Stempel PD. Hoya......................................................................................21

Gambar 2.13 Lotte Mart...................................................................................................21

Gambar 2.14 Visual Identitas Lotte Mart ........................................................................21

Gambar 2.15 Brosur & plastik Lotte Mart .......................................................................22

Gambar 2.16 Walmart......................................................................................................22

Gambar 2.17 Identitas Visual Walmart............................................................................23

Gambar 2.18 Website Walmart........................................................................................23

Gambar 4.1 Logo The University of Manchester ............................................................30

Gambar 4.2 Logo WWF...................................................................................................30

Gambar 4.3 Logo FedEx..................................................................................................30

Gambar 4.4 Logo Renault ................................................................................................31

Gambar 4.5 Logo Unilever ..............................................................................................31

Gambar 5.1 Calibri Family ..............................................................................................37

Gambar 5.2 Dupree ..........................................................................................................38

Gambar 5.3 Skema Warna ...............................................................................................38

Gambar 5.4 Logo PD. Hoya.............................................................................................39

Gambar 5.5 Elemen grafis................................................................................................40

Gambar 5.6 Cover Buku Panduan Identitas Visual .........................................................41

xiv

Gambar 5.7 Isi dalam Buku Panduan Identitas Visual ....................................................41

Gambar 5.8 Divider Buku Panduan Identitas Visual .......................................................41

Gambar 5.9 Kartu Nama ..................................................................................................42

Gambar 5.10 Kertas Surat ................................................................................................42

Gambar 5.11 Kertas Fax ..................................................................................................43

Gambar 5.12 Amplop.......................................................................................................43

Gambar 5.13 Amplop Besar.............................................................................................44

Gambar 5.14 Stempel.......................................................................................................45

Gambar 5.15 Nota Tunai..................................................................................................45

Gambar 5.16 Nota Bon ....................................................................................................46

Gambar 5.17 Surat Jalan ..................................................................................................46

Gambar 5.18 Daftar Produk .............................................................................................47

Gambar 5.19 Seragam Polo-Shirt ....................................................................................48

Gambar 5.20 Seragam T-Shirt..........................................................................................48

Gambar 5.21 Plastik Belanja............................................................................................49

Gambar 5.22 Kardus ........................................................................................................49

Gambar 5.23 Lakban........................................................................................................50

Gambar 5.24 Label...........................................................................................................50

Gambar 5.25 Papan Nama................................................................................................51

Gambar 5.26 Gedung dengan Papan Nama .....................................................................51

Gambar 5.27 Desain Signage gantung.............................................................................52

Gambar 5.28 Signage Gantung ........................................................................................52

Gambar 5.29 Signage Tempel Ruangan...........................................................................53

Gambar 5.30 Signage Tempel WC ..................................................................................53

Gambar 5.31 Penutup Jendela..........................................................................................54

Gambar 5.32 Desain Kanopi ............................................................................................54

Gambar 5.33 Kanopi ........................................................................................................54

Gambar 5.34 Nomor Lantai .............................................................................................55

Gambar 5.35 Print-Ad ......................................................................................................56

Gambar 5.36 Standing Banner .........................................................................................57

Gambar 5.37 Kartu Penitipan Barang ..............................................................................58

xv

Gambar 5.38 Souvenir......................................................................................................58

Gambar 5.39 Papan Tulis.................................................................................................59

Gambar 5.40 Mobil Pick Up ............................................................................................59

Gambar 5.41 Mobil Box ...................................................................................................60

xvi

DAFTAR TABEL

Tabel 2.1 Daftar pelanggan tetap .....................................................................................11

i

DAFTAR GRAFIK

Grafik 2.1. Umur..............................................................................................................13

Grafik 2.2. Penghasilan Per Bulan...................................................................................13

Grafik 2.3. Pendidikan Terakhir ......................................................................................14

Grafik 2.4. Alasan Berbelanja di PD. Hoya.....................................................................14

Grafik 2.5. Sudah Menjadi Pelanggan Selama ................................................................15

Grafik 2.6. Harapan pada PD. Hoya ................................................................................15