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PERANCANGAN VISUAL BRANDING DAN PROMOSI

BOYOLALI MILK FESTIVAL 2015

(BOMFEST 2015)

TUGAS AKHIR

Disusun Guna Melengkapi dan Memenuhi Persyaratan

Mencapai Gelar Sarjana Seni Rupa

Program Studi Desain Komunikasi Visual

Disusun oleh:

BETA PUTRI KHARISMAWATI

C0711006

PROGRAM STUDI DESAIN KOMUNIKASI VISUAL

FAKULTAS SENI RUPA DAN DESAIN

UNIVERSITAS SEBELAS MARET

SURAKARTA

2015

perpustakaan.uns.ac.id digilib.uns.ac.id

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PERSEMBAHAN

Karya ini saya persembahkan untuk :

1. Orang Tua dan keluarga tercinta

2. Sahabat dan teman-teman tersayang


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MOTTO

Stop worrying about what you have to loose.

Start focusing about what you have to gain.


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KATA PENGANTAR

Puji Syukur penulis panjatkan kepada Tuhan Yang Maha Esa, yang atas

segala karunia dan limpahan rahmat-Nya penulis diberi kelancaran dalam

menyelesaikan Karya Tugas Akhir ini meskipun sempat terhambat oleh beberapa

hal. Dalam proses penulisan Karya Tugas Akhir ini, bantuan, bimbingan, arahan,

serta dukungan dari berbagai pihak sangat berpengaruh dan bermanfaat bagi

penulis. Maka penulisan Konsep Karya Tugas Akhir dengan judul

PERANCANGAN VISUAL BRANDING DAN PROMOSI BOYOLALI MILK

FESTIVAL 2015 (BBOMFEST 2015) ini dapat terselesaikan dengan baik. Untuk

itu penulis ingin menyampaikan rasa terimakasih kepada:

1. Drs. Ahmad Adib, M.Hum, Ph.D selaku Dekan Fakultas Seni Rupa dan Desain

Universitas Sebelas Maret Surakarta.

2. Dr. Deny Tri Ardianto, S.Sn, Dipl.Art selaku Ketua Program Studi S1 Desain

Komunikasi Visual.

3. Drs. Ahmad Adib, M.Hum, Ph.D selaku pembimbing I yang telah memberikan

banyak arahan, masukan, kritik, dan saran yang membangun.

4. Drs. Bedjo Riyanto M.Hum selaku pembimbing II yang telah memberikan

arahan, masukan, dan saran dalam Karya Tugas Akhir ini.

5. Seluruh Dosen dan karyawan Fakultas Seni Rupa dan Desain Universitas

Sebelas Maret Surakarta, khususnya S1 Desain Komunikasi Visual.

6. Bambang Jiyanto, SP, MS selaku Kepala Dinas Peternakkan dan Perikanan

Kabupaten Boyolali yang telah mengizinkan penulis untuk memperoleh data

yang dibutuhkan.


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7. Meiyanto S.Sos selaku perwakilan dari Dinas Kebudayaan dan Pariwisata

Kabupaten Boyolali yang telah mengizinkan penulis untuk memperoleh data

yang dibutuhkan.

8. Orang Tua dan keluarga yang senantiasa memberikan dukungan penuh baik

secara moral maupun materi.

9. Para sahabat yang senantiasa mendukung penulis untuk tetap bersemangat

dalam menyelesaikan kuliah dengan baik dan lancar.

10. Seluruh pihak yang telah membantu penulis dalam menyelesaikan Konsep

Karya Tugas Akhir.

Penulis menyadari bahwa dalam penyusunan Konsep Karya Tugas Akhir

ini masih jauh dari sempurna, meskipun penulis sudah berusaha sebaik mungkin

dalam pengerjaannya, karena keterbatasan penulis dalam berbagai hal. Oleh

karena itu saran dan kritik yang sifatnya membangun sangat penulis harapkan dari

para pembaca. Akhir kata penulis ucapkan terimakasih dan penulis berharap

semoga apa yang telah penulis susun ini dapat bermanfaat serta menambah

wawasan bagi pembaca.

Surakarta, Juni 2015

Penulis


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Perancangan Visual Branding dan Promosi

Boyolali Milk Festival 2015 (BOMFEST 2015)

Beta Putri Kharismawati1

Drs. Ahmad Adib M. Hum, Ph.D 2 Bedjo Riyanto M.Hum3

ABSTRAKSI

Beta Putri Kharismawati. 2015. Pengantar karya Tugas Akhir ini berjudul

“Perancangan Visual Branding dan Promosi Boyolali Milk Festival 2015

(BOMFEST 2015)”. Adapun permasalahan yang dikaji adalah : (1) Bagaimana

merancang visual branding yang tepat untuk Boyolali Milk Festival 2015? (2)

Bagaimana merancang promosi yang tepat untuk Boyolali Milk Festival 2015? (3)

Media apa saja yang digunakan sebagai pendukung festival atau acara tersebut?

Boyolali merupakan salah satu kabupaten di Jawa tengah yang menjadi

sentra penghasil susu sapi dengan hasil yang melimpah. Namun hal itu tidak

diimbangi dengan kesadaran masyarakatnya untuk mengkonsumsi susu sapi

secara rutin untuk memenuhi nutrisi harian tubuh. Padahal susu sapi merupakan

salah satu bahan pangan yang memiliki banyak manfaat untuk kesehatan tubuh

manusia. Oleh karena itu dengan dilakukannya perancangan Boyolali Milk

Festival iini dapat membantu meningkatkan kesadaran masyarakat untuk rutin

mengkonsumsi susu sapi demi memenuhi nutrisi harian tubuh.

.

Kata Kunci : Promosi, Festival, Susu Sapi, Boyolali.

1 Mahasiswa Jurusan Deskomvis Fakultas Seni Rupa dan Desain Universitas Sebelas

Maret Surakarta dengan NIM C0711006

2 Dosen Pembimbing I

3 Dosen Pembimbing II


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Designing of Visual Branding and Promotion

Boyolali Milk Festival 2015 (BOMFEST 2015)

Beta Putri Kharismawati1

Drs. Ahmad Adib M. Hum, Ph.D 2 Bedjo Riyanto M.Hum3

ABSTRACT

Beta Putri Kharismawati. 2015. The introductory of this final project

entitled "Designing of Visual Branding and Promotion Boyolali Milk Festival

2015 (BOMFEST 2015)". The problems examined in this Final Project are: (1)

How to design a proper visual branding for Boyolali Milk Festival 2015? (2) How

to design a proper promotion for Boyolali Milk Festival 2015? (3) What media are

to be used to support this festival?

Boyolali is one of the districts in Central Java which became the center of

the milk-producing with abundant results. But it is not matched by the public

awareness to consume milk regularly to meet the body's daily nutrition. Whereas

cow's milk is one food that has many health benefits for the human body.

Therefore the designing of Boyolali Milk Festival is expected can raise the public

awareness to regularly consume cow's milk in order to meet the body's daily

nutrition.

Keywords : Promotion, Festival, Milk, Boyolali.

1The student of Visual Communication Design Faculty of Fine Art and Design Sebelas

Maret University NIM C0711006

2Guide Lecture I

3 Guide Lecture II


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DAFTAR ISI

LEMBAR JUDUL ........................................................................................................... i

LEMBAR PERSETUJUAN .......................................................................................... ii

LEMBAR PENGESAHAN ........................................................................................... iii

LEMBAR PERSEMBAHAN ....................................................................................... iv

LEMBAR MOTTO ........................................................................................................ v

KATA PENGANTAR ................................................................................................... vi

ABSTRAKSI ................................................................................................................. viii

ABSTARCT .................................................................................................................... ix

DAFTAR ISI ................................................................................................................... x

DAFTAR TABEL ........................................................................................................ xiii

DAFTAR GAMBAR .................................................................................................... xiv

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

A. Latar Belakang ......................................................................................... 1

B. Perumusan Masalah .................................................................................. 4

C. Tujuan Perancangan ................................................................................. 4

D. Metode Penelitian ...................................................................................... 5


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E. Target ......................................................................................................... 8

BAB II KAJIAN TEORI .............................................................................................. 12

A. Tinjauan Umum ...................................................................................... 12

1. Perancangan ....................................................................................... 12

2. Visual ................................................................................................. 13

3. Branding ............................................................................................ 14

4. Visual Branding ................................................................................. 18

5. Promosi .............................................................................................. 20

6. Boyolali .............................................................................................. 20

7. Milk .................................................................................................... 21

8. Festival ............................................................................................... 26

B. Tinjauan Khusus ...................................................................................... 26

1. Masyarakat ....................................................................................... 27

2. Syarat Terbentuknya Masyarakat ...................................................... 29

3. Desa .................................................................................................. 29

4. Kota .................................................................................................. 33

5. Masyarakat Desa .............................................................................. 34

6. Masyarakat Kota ............................................................................... 35

BAB III IDENTIFIKASI DATA ................................................................................ 36

A. Kabupaten Boyolali ................................................................................. 36

B. Dinas Kebudayaan dan Pariwisata Kab. Boyolali ................................... 44

C. Dinas Peternakan dan Perikanan Kab. Boyolali ...................................... 49

D. Produksi Susu Sapi di Boyolali ............................................................... 61


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E. Konsumen Susu Sapi Boyolali ................................................................ 62

F. Pemasaran Susu Sapi Boyolali ................................................................ 63

G. Promosi .................................................................................................... 66

H. Komparasi................................................................................................ 68

I. Analisa SWOT......................................................................................... 70

J. Unique Selling Preposition...................................................................... 72

K. Positioning ............................................................................................... 72

L. Riset ......................................................................................................... 74

BAB IV KONSEP PERANCANGAN ....................................................................... 82

A. Konsep Karya ......................................................................................... 82

B. Konsep Perancangan ............................................................................... 84

C. Teknik Pelaksanaan ................................................................................ 94

D. Perencanaan Biaya................................................................................ 101

BAB V VISUALISASI KARYA ............................................................................... 105

A. Visual Branding ................................................................................... 105

B. Media Promosi....................................................................................... 115

C. Merchandise .......................................................................................... 128

BAB VI KESIMPULAN ........................................................................................... 136

A. Kesimpulan ....................................................................................................... 136

B. Saran ................................................................................................................. 137

DAFTAR PUSTAKA

LAMPIRAN


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DAFTAR TABEL

Tabel 1. Data Produksi Susu di Boyolali ........................................................................ 61

Tabel 2. Analisa SWOT .................................................................................................. 70

Tabel 3. Perencanaan Biaya .......................................................................................... 101


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DAFTAR GAMBAR

Gambar 1. Kerangka Pemikiran ........................................................................................ 5

Gambar 2. Peta Kabupaten Boyolali ............................................................................... 37

Gambar 3. Logo Kabupaten Boyolali ............................................................................. 40

Gambar 4. Kantor Dinas Kebudayaan dan Pariwisata Kabupaten Boyolali ................... 44

Gambar 5. Struktur Organisasi Disbudpar Kabupaten Boyolali ..................................... 47

Gambar 6. Kantor Dinas Peternakan dan Perikanan Kabupaten Boyolali ...................... 49

Gambar 7. Struktur Organisasi Disnakkan Kabupaten Boyolali .................................... 59

Gambar 8. Patung Sapi di Boyolali ................................................................................. 66

Gambar 9. Halaman Media Sosial Facebook Boyolali Kota Susu ................................. 67

Gambar 10. Halaman Blog Boyolali Kota Susu ............................................................. 67

Gambar 11. Festival Jenang solo .................................................................................... 68

Gambar 12. Festival Jenang Solo .................................................................................... 69

Gambar 13. Tata Letak Desain 1..................................................................................... 84

Gambar 14. Tata Letak Desain 2..................................................................................... 85

Gambar 15. Warna .......................................................................................................... 86

Gambar 16. Ilustrasi Susu Sapi ....................................................................................... 87


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Gambar 17. Ilustrasi Keramaian ..................................................................................... 87

Gambar 18. Font GetCoffee Regular .............................................................................. 88

Gamabar 19. Font DJB See Spot Run ............................................................................. 88

Gambar 20. Font Halfmoon ............................................................................................ 89

Gambar 21. Font Century Gothic ................................................................................... 89

Gambar 22. Konfigurasi Logo ........................................................................................ 90

Gambar 23. Logo Grid .................................................................................................... 90

Gambar 24. Warna Logo ................................................................................................. 91

Gambar 25. Font GetCoffee Regular .............................................................................. 91

Gambar 26. Seragam Panitia ......................................................................................... 104

Gambar 27. ID Card ................................................................................................. 105

Gambar 28. Signage System ...................................................................................... 106

Gambar 29. Mobil Kantor ......................................................................................... 107

Gambar 30. Kertas Surat ............................................................................................... 108

Gambar 31. Amplop ...................................................................................................... 109

Gambar 32. Stofmap ................................................................................................. 110

Gambar 33. Notes ...................................................................................................... 111


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Gambar 34. CD Cover & Label ................................................................................ 112

Gambar 35. Kartu Nama ........................................................................................... 113

Gambar 36. Poster ..................................................................................................... 114

Gambar 37. Brochure ................................................................................................ 115

Gambar 38. Leaflet .................................................................................................... 116

Gambar 39. X-Banner 1 ............................................................................................ 117

Gambar 40. X-Banner 2 ............................................................................................ 117

Gambar 41. Spanduk ................................................................................................. 118

Gambar 42. Street Banner ......................................................................................... 119

Gambar 43. Baliho .................................................................................................... 120

Gambar 44. Umbul-umbul ........................................................................................ 121

Gambar 45. Backdrop ............................................................................................... 122

Gambar 46. Standbooth Tampak Depan ................................................................... 123

Gambar 47. Standbooth Tampak Perspektif ............................................................. 123

Gambar 48. Standbooth Tampak Samping dan Dalam ............................................. 124

Gambar 49. Facebook Cover .................................................................................... 125

Gambar 50. Twitter Header .......................................................................................... 126


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Gambar 51. Kaos Merchandise ..................................................................................... 127

Gambar 52. Totebag ...................................................................................................... 128

Gambar 53. Kalender .................................................................................................... 129

Gambar 54. Notes .......................................................................................................... 130

Gambar 55. Mug ........................................................................................................... 131

Gambar 56. Pin ............................................................................................................. 132

Gambar 57. Sticker ........................................................................................................ 133

Gambar 58. Gantungan Kunci....................................................................................... 134


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