perancangan ulang brand identiy
TRANSCRIPT
PERANCANGAN ULANG BRAND IDENTIY
MUSEUM KALIMANTAN BARAT
Laporan Tugas Akhir
Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)
Nama : Natasha Pratiwi
NIM : 00000020634
Program Studi : Desain Komunikasi Visual
Fakultas : Seni dan Desain
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2021
ii
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT
Saya yang bertanda tangan di bawah ini:
Nama : Natasha Pratiwi
NIM : 00000020634
Program Studi : Desain Komunikasi Visual
Fakultas : Seni dan Desain
Universitas Multimedia Nusantara
Judul Tugas Akhir:
PERANCANGAN ULANG BRAND IDENTITY MUSEUM KALIMANTAN
BARAT
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.
Tangerang, 7 Januari 2021
Natasha Pratiwi
iii
HALAMAN PENGESAHAN TUGAS AKHIR
PERANCANGAN ULANG BRAND IDENTITY
MUSEUM KALIMANTAN BARAT
Oleh
Nama : Natasha Pratiwi
NIM : 00000020634
Program Studi : Desain Komunikasi Visual
Fakultas : Seni dan Desain
Tangerang, 22 Januari 2021
.
Pembimbing
Frindhinia Medyasepti, S.Sn., M.Sc.
Ketua Program Studi
Mohammad Rizaldi, S.T., M.Ds.
Penguji
Aditya Satyagraha, S.Sn., M.Ds.
Ketua Sidang
Adhreza Brahma, M.Ds.
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KATA PENGANTAR
Puji syukur sebesar-besarnya penulis panjatkan atas rahmat dan
penyertaan dari Tuhan Yang Maha Esa sehingga dapat menyelesaikan laporan ini
pada waktu yang diberikan. Laporan “Perancangan Ulang Brand Identity Museum
Kalimantan Barat” ini ditulis sebagai salah satu syarat untuk memenuhi tugas
akhir.
Adapun alasan dibalik Perancangan Ulang Brand Identity Museum
Kalimantan Barat adalah karena ingin membangun citra baru terhadap Museum
Kalimantan Barat di mata masyarakat dan wisatawan. Oleh karena itu, penulis
melakukan perancangan ulang terhadap brand identity Museum Kalimantan Barat
agar dapat membentuk citra yang lebih baik mengenai museum serta melestarikan
museum yang merupakan pusat dokumentasi sejarah dan kebudayaan Kalimantan
Barat. Melalui laporan ini diharapkan seluruh pembaca dapat menambah
pengetahuan dan dijadikan rujukan dalam perancangan dengan topik serupa.
Terima kasih penulis ucapkan kepada pihak-pihak yang telah mendukung
dan membimbing sehingga laporan ini dapat diselesaikan dengan baik:
1. Mohammad Rizaldi, S.T., M. Ds., selaku Ketua Program Studi Desain
Komunikasi Visual, Universitas Multimedia Nusantara.
2. Frindhinia Medyasepti, S.Sn., M.Sc. selaku Dosen Pembimbing yang
telah membantu memberikan arahan selama proses perancangan
hingga akhir.
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3. Dwi Wulandari selaku pemandu dan bimbingan edukasi Museum
Kalimantan Barat yang telah bersedia untuk menjadi narasumber dan
memberi informasi dan data-data yang diperlukan penulis.
4. Seluruh responden yang telah bersedia membantu dalam pengumpulan
data kuesioner.
5. Keluarga dan teman-teman yang telah memberikan dukungan selama
proses perancangan dan penyusunan laporan ini.
Tangerang, 8 Januari 2021
Natasha Pratiwi
vi
ABSTRAKSI
Museum Kalimantan Barat adalah sebuah museum terbesar di Kalimantan Barat
yang terletak di kota Pontianak yang menyimpan berbagai jenis peninggalan
sejarah dan budaya Kalimantan Barat. Di Kalimantan Barat, museum ini
tergolong dalam kategori sepuluh museum terbaik dan berada dalam lima besar
museum terbaik dengan tipe A (amat baik). Meskipun Museum Kalimantan Barat
telah memiliki akreditasi amat baik, nyatanya museum masih memiliki citra yang
negatif dimana identitas dianggap kuno dan belum diterapkan secara konsisten
dalam media-medianya. Bergerak dari permasalahan tersebut, solusi yang tepat
berupa perancangan ulang brand identity Museum Kalimantan Barat untuk
membentuk citra baru serta membentuk penggunaan identitas yang komprehensif
pada setiap medianya. Melalui perancangan ini, diharapkan Museum Kalimantan
Barat dapat mengkomunikasikan nilai-nilai yang dimiliki dan citra museum dapat
diperbaharui menjadi lebih baik.
Kata kunci: museum, citra, budaya, sejarah, brand identity
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ABSTRACT
Museum Kalimantan Barat is the biggest museum in West Borneo located in
Pontianak which stores many historical and culture heritage of West Borneo. In
West Borneo, this museum is one out of ten best museums and one out of five type
A museum. Eventhough Museum Kalimantan Barat has gotten a good
accreditaion, the bad stigma that museum give a boring and ancient impression
still wanders around the audience’s perception and the identity of Museum
Kalimantan Barat still lacking consistency in terms of application. Moving from
that problem, the solution is to design a new brand identity for Museum
Kalimantan Barat to make better impression towards the museum and create a
consistent identity usage on every collateral. The author hopes that through this
design, Museum Kalimantan Barat can communicate its value better and renew
its image.
Keywords: museum, image, culture, history, brand identity
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DAFTAR ISI
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT .................... II
HALAMAN PENGESAHAN TUGAS AKHIR................................................ III
KATA PENGANTAR ......................................................................................... III
ABSTRAKSI ........................................................................................................ VI
ABSTRACT ....................................................................................................... VII
DAFTAR ISI ..................................................................................................... VIII
DAFTAR GAMBAR .............................................................................................. I
DAFTAR TABEL................................................................................................ IX
DAFTAR LAMPIRAN ......................................................................................... X
BAB I PENDAHULUAN ...................................................................................... 1
1.1. Latar Belakang ........................................................................................ 1
1.2. Rumusan Masalah ................................................................................... 2
1.3. Batasan Masalah...................................................................................... 2
1.4 Tujuan Tugas Akhir ................................................................................ 5
1.5 Manfaat Tugas Akhir .............................................................................. 5
BAB II TINJAUAN PUSTAKA ........................................................................... 6
2.1 Desain Grafis ........................................................................................... 6
2.1.1. Elemen-Elemen Desain ..................................................................... 6
2.1.2. Tipografi .................................................................................... 11
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2.1.3. Prinsip-Prinsip Desain ............................................................... 14
2.14. Legibility ................................................................................... 21
2.2. Brand ..................................................................................................... 21
2.2.1. Branding .......................................................................................... 21
2.2.2. Brand Awareness ............................................................................ 22
2.2.3. Brand Image .............................................................................. 23
2.2.3. Brand Identity............................................................................ 24
2.2.4. Brandmarks ............................................................................... 24
2.2.5. Dynamic Identity ....................................................................... 27
2.2.6. Graphic Standard Manual ......................................................... 31
2.2.7. Penerapan Identitas ................................................................... 32
2.2.8. Fotografi .................................................................................... 37
2.2.9. Ilustrasi ...................................................................................... 41
2.2.10. Grid ........................................................................................... 41
2.3. Museum ................................................................................................. 45
2.3.1. Jenis Museum ............................................................................ 46
2.3.2. Museum Kalimantan Barat ....................................................... 48
BAB III METODOLOGI .................................................................................. 54
3.1. Metodologi Pengumpulan Data............................................................. 54
3.1.1. Wawancara ................................................................................ 54
3.1.2. Brand Audit Museum Kalimantan Barat ................................... 59
3.1.3. Kuesioner .................................................................................. 64
3.1.3. Observasi ........................................................................................... 67
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3.1.3.1. Observasi Identitas ....................................................................... 67
3.1.4. Studi Eksisting .......................................................................... 71
3.1.5. SWOT ....................................................................................... 80
3.1.6. Studi Referensi .......................................................................... 81
3.2. Metodologi Perancangan ....................................................................... 83
3.2.1 Conducting Research ................................................................ 83
3.2.2 Clarifying Strategy .................................................................... 83
3.2.3. Designing Identity ..................................................................... 84
3.2.4. Creating Touchpoints ................................................................ 84
3.2.5. Managing Assets ....................................................................... 84
BAB IV STRATEGI DAN ANALISIS PERANCANGAN ............................. 86
4.1. Strategi Perancangan ............................................................................. 86
4.1.1. Clarifying Strategy .................................................................... 86
4.1.2. Designing Identity ..................................................................... 90
4.1.3. Managing Assets ..................................................................... 136
4.2. Analisis Perancangan .......................................................................... 138
4.2.1. Analisis Logo dan Sistem Identitas ......................................... 138
4.2.2. Analisis Graphic Standard Manual ......................................... 147
4.2.3. Analisis Stationery .................................................................. 150
4.2.4. Analisis Media Operasional .................................................... 155
4.2.5. Analisis Marketing Collateral ................................................. 157
4.2.6. Analisis Ephemera .................................................................. 165
4.3. Budgeting ............................................................................................ 166
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BAB V PENUTUP ............................................................................................. 168
5.1. Kesimpulan ......................................................................................... 168
5.2. Saran .................................................................................................... 170
DAFTAR PUSTAKA ................................................................................ CLXXII
DAFTAR GAMBAR
Gambar 2.1. Garis ................................................................................................... 6
Gambar 2.2. Bentuk ................................................................................................ 7
Gambar 2.3. Sistem Warna Aditif ........................................................................... 9
Gambar 2.4. Sistem Warna Subtraktif .................................................................... 9
Gambar 2.5. Tekstur Tactile.................................................................................. 10
Gambar 2.6. Tekstur Visual .................................................................................. 10
Gambar 2.7. Contoh Typeface Old Style ............................................................... 11
Gambar 2.8. Contoh Typeface Transitional .......................................................... 11
Gambar 2.9. Contoh Typeface Modern ................................................................. 12
Gambar 2.10. Contoh Typeface Egyptian ............................................................. 12
Gambar 2.11. Contoh Typeface Humanist Sans Serif ........................................... 13
Gambar 2.12. Contoh Typeface Transitional Sans Serif ....................................... 13
Gambar 2.13. Contoh Typeface Geometric Sans Serif .......................................... 13
Gambar 2.14. Keseimbangan Simetri, Asimetri dan Radial ................................. 14
Gambar 2.15. Tekanan melalui Isolasi .................................................................. 15
Gambar 2.16. Tekanan melalui Isolasi .................................................................. 16
Gambar 2.17. Tekanan melalui Ukuran ................................................................ 17
Gambar 2.18. Tekanan melalui Kontras ............................................................... 17
Gambar 2.19. Tekanan melalui Arahan ................................................................ 18
Gambar 2.20. Tekanan melalui Diagram .............................................................. 19
Gambar 2.21. Rhythm ............................................................................................ 20
Gambar 2.22. Unity ............................................................................................... 20
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Gambar 2.23. Signature ........................................................................................ 24
Gambar 2.24. Contoh Wordmark (Logo Google) ................................................. 25
Gambar 2.25. Contoh Letterforms (Logo Unilever) ............................................. 25
Gambar 2.26. Contoh Pictorial Marks (Logo Apple) ........................................... 26
Gambar 2.27. Contoh Abstract/Symbolic Marks (Logo Chase) ........................... 26
Gambar 2.28. Contoh Emblem (Logo KIND) ....................................................... 27
Gambar 2.29. Contoh Dynamic Marks (Logo Philadelphia Museum of Art) ....... 27
Gambar 2.30. Contoh Container Dynamic Identity (Pantone Hotel) .................... 28
Gambar 2.31. Contoh Wallpaper Dynamic Identity (AOL) .................................. 28
Gambar 2.32. Contoh Komponen Dasar DNA Dynamic Identity (IDTV) ............ 29
Gambar 2.33. Contoh DNA Dynamic Identity (IDTV) ......................................... 29
Gambar 2.34. Contoh Formula Dynamic Identity (New Museum) ...................... 30
Gambar 2.35. Contoh Formula Dynamic Identity (IDTV) ................................... 30
Gambar 2.36.Contoh Customised Dynamic Identity (Pixus) ................................ 30
Gambar 2.37. Contoh Generative Dynamic Identity (NORDKYN) ..................... 31
Gambar 2.38. Contoh Website .............................................................................. 32
Gambar 2.39. Contoh Collateral ........................................................................... 33
Gambar 2.40. Contoh Stationery ........................................................................... 34
Gambar 2.41. Contoh Advertising ......................................................................... 34
Gambar 2.42. Contoh Vehicles.............................................................................. 35
Gambar 2.43. Contoh Ephemera ........................................................................... 36
Gambar 2.44. Contoh Media Sosial ...................................................................... 36
Gambar 2.45. Contoh Fotografi Landscape .......................................................... 38
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Gambar 2.46. Contoh Fotografi Architectural ...................................................... 39
Gambar 2.47. Contoh Fotografi Portraiture ......................................................... 39
Gambar 2.48. Contoh Fotografi Documentary ..................................................... 40
Gambar 2.49. Contoh Fotografi Macro................................................................. 40
Gambar 2. 50. Golden ratio .................................................................................. 42
Gambar 2.51. Fibonacci Sequence........................................................................ 42
Gambar 2.52. Contoh Penggunaan Single Column Grids ..................................... 43
Gambar 2.53. Contoh Penggunaan Multi Column Grids ...................................... 44
Gambar 2.54. Contoh Penggunaan Modular Grids .............................................. 45
Gambar 2.55. Ruang Pengenalan .......................................................................... 50
Gambar 2.56. Ruang Budaya Kalimantan Barat ................................................... 52
Gambar 2.57. Ruang Keramik .............................................................................. 52
Gambar 2.58. Plaza Museum Kalimantan Barat ................................................... 53
Gambar 2.59. Proporsi Logo yang Terpilih ........................................................ 103
Gambar 3.1. Screenshot Dokumentasi Wawancara .............................................. 55
Gambar 3.2. Hasil Kuesioner ................................................................................ 65
Gambar 3.3. Hasil Kuesioner ................................................................................ 66
Gambar 3.4. Identitas Museum Kalimantan Barat pada Gedung Pameran........... 67
Gambar 3.5. Tiket Masuk Museum Kalimantan Barat ......................................... 68
Gambar 3.6. Identitas pada Gedung Pameran Tetap yang Telah Diperbaharui .... 69
Gambar 3.7. Salah Satu Unggahan pada Instagram Museum Kalimantan Barat.. 69
Gambar 3.8. Leaflet Museum Kalimantan barat ................................................... 70
Gambar 3.9. Booklet Museum Kalimantan Barat ................................................. 71
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Gambar 3.10. Museum Sejarah Jakarta................................................................. 72
Gambar 3.11. Logo Museum Sejarah Jakarta ....................................................... 72
Gambar 3.12. Leaflet Museum Sejarah Jakarta .................................................... 73
Gambar 3.13. Logo Museum Kesejarahan Jakarta ............................................... 74
Gambar 3.14. Museum Nasional ........................................................................... 74
Gambar 3.15. Logo Museum Nasional ................................................................. 75
Gambar 3.16. Booklet Museum Nasional ............................................................ 75
Gambar 3.17. Website Museum Nasional ............................................................. 76
Gambar 3.18. Nordic Museum .............................................................................. 76
Gambar 3.19. Nordic Museum Logo Lock-up ...................................................... 77
Gambar 3.20. Nordic Museum Identity Guidelines .............................................. 78
Gambar 3.21. Leaflet Nordic Museum .................................................................. 78
Gambar 3.22. Stationery Nordic Museum ............................................................ 79
Gambar 3.23. Merchandise Nordic Museum ........................................................ 79
Gambar 3.24. Dynamic Identity of OCAD University .......................................... 81
Gambar 3.25. OCAD University Inspiration ........................................................ 82
Gambar 3.26. OCAD University Dynamic Identity’s lockups .............................. 82
Gambar 4.1. Mind Map Data................................................................................. 87
Gambar 4.2. Brand Brief ....................................................................................... 89
Gambar 4.3. Mind Map Visual .............................................................................. 91
Gambar 4.4. Penjabaran Elemen Ketiga Suku ...................................................... 92
Gambar 4.5. Moodboard Perancangan.................................................................. 93
Gambar 4.6. Sketsa Logo .................................................................................... 100
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Gambar 4.7. Stilasi Bentuk Elemen Ketiga Suku ............................................... 101
Gambar 4.8. Typeface Armature Neue Bold ....................................................... 102
Gambar 4.9. Digitalisasi Alternatif Logo ............................................................ 102
Gambar 4.10. Logo yang Terpilih ....................................................................... 103
Gambar 4.11. Referensi Gaya Ilustrasi Kustomisasi .......................................... 104
Gambar 4.12. Referensi Perahu Lancang Kuning ............................................... 105
Gambar 4.13. Tahapan Perancangan Ilustrasi pada Kustomisasi ....................... 105
Gambar 4.14. Referensi Ombak .......................................................................... 106
Gambar 4.15. Ilustrasi Ombak ............................................................................ 106
Gambar 4.16. Sebelum (Kiri) dan Sesudah (Kanan) Distorsi Perspektif pada
Perahu .......................................................................................... 107
Gambar 4.17. Pembagian Komponen Logo Sekunder ........................................ 107
Gambar 4.18. Hasil Akhir Dynamic Marks Setelah Melalui Proses Masking .... 108
Gambar 4.19. Opsi Referensi Ilustrasi Kustomisasi Logo Sekunder .................. 108
Gambar 4.20. Aplikasi Kustomisasi pada Logo Sekunder Sesuai Aturan .......... 109
Gambar 4.21. Konfigurasi Logo Museum Kalimantan Barat ............................. 110
Gambar 4.22. Warna Khas Suku Tionghoa .......................................................... 94
Gambar 4.23. Warna Khas Suku Dayak ............................................................... 94
Gambar 4.24. Warna Khas Suku Melayu.............................................................. 95
Gambar 4.25. Warna Identitas Museum Kalimantan Barat .................................. 96
Gambar 4.26. Proporsi Warna pada Supergrafis dan Collateral .......................... 96
Gambar 4.27. Sistem Penggunaan Warna Supergrafis dan Collateral ................. 97
Gambar 4.28. Opsi Treatment Fotografi ............................................................. 112
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Gambar 4.29. Contoh Aplikasi Filter yang Dipilih ............................................. 113
Gambar 4.30. Sketsa Supergrafis ........................................................................ 113
Gambar 4.31. Simplifikasi Elemen Ketiga Suku ................................................ 114
Gambar 4.32. Opsi Supergrafis ........................................................................... 115
Gambar 4.33. Hasil Perancangan Supergrafis..................................................... 115
Gambar 4.34. Konfigurasi Supergrafis Primer ................................................... 116
Gambar 4.35. Konfigurasi Supergrafis Sekunder ............................................... 116
Gambar 4.36. Penerapan Supergrafis Primer Sesuai Aturan .............................. 117
Gambar 4.37. Penerapan Supergrafis Sekunder Sesuai Aturan .......................... 117
Gambar 4.38.Contoh Penerapan Supergrafis pada Media .................................. 118
Gambar 4.39. Penggunaan Supergrafis sebagai frame........................................ 119
Gambar 4.40. Typeface Terpilih............................................................................ 99
Gambar 4.41. Penerapan Grid Pada Kartu Nama ............................................... 120
Gambar 4.42. Perancangan Kartu Nama ............................................................. 120
Gambar 4.43. Perancangan Kop Surat ................................................................ 121
Gambar 4.44. Perancangan Amplop ................................................................... 122
Gambar 4.45. Perancangan Stamp ...................................................................... 123
Gambar 4.46. Perancangan Tiket ........................................................................ 124
Gambar 4.47. Perancangan Tag Koleksi ............................................................. 125
Gambar 4.48. Perancangan Deskripsi Koleksi .................................................... 126
Gambar 4.49. Perancangan Panduan Kunjungan Museum Kalimantan Barat .... 127
Gambar 4.50. Perancangan Panduan Kunjungan Museum Kalimantan Barat .... 128
Gambar 4.51. Perancangan Instagram Post Konten Teks dan Foto .................... 129
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Gambar 4.52. Perancangan Instagram Post Konten Teks ................................... 130
Gambar 4.53. Contoh Sistem Unggahan Instagram Post Museum Kalimantan . 131
Gambar 4.54. Perancangan Instagram Story Background Foto .......................... 132
Gambar 4.55. Sitemap Perancangan Website ...................................................... 133
Gambar 4.56. Perancangan Website .................................................................... 133
Gambar 4.57. Perancangan Stiker Mobil ............................................................ 134
Gambar 4.58. Perancangan Kaos Museum Kalimantan Barat ............................ 135
Gambar 4.59. Perancangan Tote Bag Museum Kalimantan Barat...................... 136
Gambar 4.60. Modular Grid pada Pedoman Aplikasi Identitas.......................... 137
Gambar 4.61. Layout Pedoman Aplikasi Identitas Museum Kalimantan Barat . 138
Gambar 4.62. Logo Museum Kalimantan Barat ................................................. 139
Gambar 4.63. Konfigurasi Logo Museum Kalimatan Barat ............................... 140
Gambar 4.64. Sistem Logo.................................................................................. 141
Gambar 4.65. Analisis Warna ............................................................................. 142
Gambar 4.66. Bentuk Dasar Supergrafis............................................................. 143
Gambar 4.67. Analisis Supergrafis ..................................................................... 144
Gambar 4.68. Analisis Tipografi ......................................................................... 145
Gambar 4.69. Analisis Fotografi ......................................................................... 146
Gambar 4.70. Grid pada Graphic Standard Manual .......................................... 147
Gambar 4.71. Analisis Penerapan Modular Grid................................................ 148
Gambar 4.72.Analisis Halaman Isi Graphic Standard Manual .......................... 149
Gambar 4.73. Hasil Akhir Graphic Standard Manual ........................................ 150
Gambar 4.74. Analisis Kartu Nama .................................................................... 151
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Gambar 4.75. Analisis Kop Surat ....................................................................... 152
Gambar 4.76. Analisis Amplop ........................................................................... 153
Gambar 4.77. Analisis Stamp .............................................................................. 154
Gambar 4.78. Analisis Tiket Masuk ................................................................... 155
Gambar 4.79.. Analisis Tag dan Deskripsi Koleksi ............................................ 156
Gambar 4.80. Analisis Panduan Kunjungan (Halaman 1) .................................. 158
Gambar 4.81 Analisis Panduan Kunjungan (Halaman 2) ................................... 158
Gambar 4.82. Analisis Instagram Post ................................................................ 160
Gambar 4.83. Analisis Instagram Story .............................................................. 162
Gambar 4.84. Analisis Website ........................................................................... 163
Gambar 4.85. Analisis Stiker Mobil ................................................................... 164
Gambar 4.86. Analisis Ephemera ....................................................................... 165
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DAFTAR TABEL
Tabel 3.1. Tabel Brand Audit ................................................................................ 59
Tabel 3.2. SWOT Museum Kalimantan Barat ...................................................... 80
Tabel 4.1. Estimasi Biaya.................................................................................... 166
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DAFTAR LAMPIRAN
LAMPIRAN A: ABSENSI BIMBINGAN .............................................. CLXXV
LAMPIRAN B: KUESIONER .............................................................. CLXXVII
LAMPIRAN C: TRANSKRIP WAWANCARA ..................................... CXCIX