Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
Team project ©2017 Dony Pratidana S. Hum | Bima Agus Setyawan S. IIP
Hak cipta dan penggunaan kembali:
Lisensi ini mengizinkan setiap orang untuk menggubah, memperbaiki, dan membuat ciptaan turunan bukan untuk kepentingan komersial, selama anda mencantumkan nama penulis dan melisensikan ciptaan turunan dengan syarat yang serupa dengan ciptaan asli.
Copyright and reuse:
This license lets you remix, tweak, and build upon work non-commercially, as long as you credit the origin creator and license it on your new creations under the identical terms.
PERANCANGAN IDENTITAS VISUAL BAKMI 103
Ditulis sebagai syarat untuk memeroleh gelar Sarjana Seni (S.Sn.)
Laporan Tugas Akhir
Nama : Dea Adeline
NIM : 09120210087
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2013
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
iii
HALAMAN PERNYATAAN ORISINALITAS
Tugas Akhir ini adalah hasil karya saya sendiri, dan semua sumber baik yang dikutip
maupun dirujuk telah saya nyatakan dengan benar.
Nama : Dea Adeline
NIM : 09120210087
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Tanda Tangan :
Tanggal : 18 Februari 2013
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
iv
KATA PENGANTAR
Puji dan syukur kepada Tuhan Yesus Kristus karena atas berkat-Nya penulis
diperbolehkan menyelesaikan penulisan tugas akhir yang berjudul ‘Perancangan
Identitas Visual Bakmi 103’ ini sebagai syarat untuk memeroleh gelar Sarjana Seni.
Karena Atas rencana-Nya pula penulis boleh belajar banyak hal selama menjalani
proses pengerjaan tugas akhir ini.
Terima kasih juga penulis ucapkan kepada semua pihak yang baik langsung
maupun tidak langsung membantu penulis menyelesaikan pengerjaan tugas akhir ini,
kepada;
1. Bapak Ninok Leksono selaku Rektor Universitas Multimedia Nusantara,
Bapak Gumelar selaku Dekan, Bapak Desi selaku Kepala Program Studi DKV
dan segenap dosen, atas kesempatan yang diberikan kepada penulis untuk
menyelesaikan pendidikan di Universitas Multimedia Nusantara.
2. Bapak Surianto Rustan dan Ibu Ratna Cahaya atas bimbingan dan
kesabarannya selama menjadi pembimbing penulis dalam mengerjakan tugas
akhir ini.
3. Mama, Papa, Koko, Caca, Tini, dan Darryl atas doa, dukungan, kasih sayang,
dan segala bentuk bantuannya selama proses pengerjaan tugas akhir ini.
Terima kasih telah menjadi sumber semangat penulis dalam menyelesaikan
tugas akhir ini.
4. Ibu Maryati, Bapak Handoko, dan Ibu Stefani atas waktu dan kerja sama yang
sangat menyenangkan bersama Bakmi 103.
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
v
5. Mega Janis, Jingga Dewi, dan Verena Lisa Kusnandar atas bantuannya untuk
mencari narasumber, sumber literatur, serta segala pendapat dan saran yang
diberikan.
6. Alvernia Andhina, Jethro Lismano, Ryan Varian, Baswara Raspati, Tantyo
Satrio Wibowo, Aryo Wicaksono, dan Jessica Juliana atas segala bantuan,
pendapat, dorongan semangat, dan terlebih atas waktu dan kebersamaan yang
diberikan kepada penulis.
7. Edina Margareth dan Triden Tan, teman seperjuangan dalam menyelesaikan
tugas akhir ini. Terima kasih atas saran semangat yang selalu diberikan.
Semoga tugas akhir ini dapat bermanfaat dan menjadi referensi yang berguna
baik bagi pelaku bisnis, desainer grafis, mahasiswa desain, atau pun pihak – pihak
lain yang menaruh minat pada perancangan identitas visual.
Bekasi, 11 Januari 2013
Dea Adeline
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
vi
ABSTRAKSI
Tahun ini, Bakmi 103 yang telah berdiri sejak tahun 1975 akan mengalami penggusuran sebanyak setengah dari area restorannya karena pembangunan tol fly over di kawasan Tanjung Priok, Jakarta Utara. Namun hal tersebut ternyata menjadi pemicu bagi keluarga pemilik Bakmi 103 untuk membuka cabang barunya. Tidak hanya baru secara fisik / bangunan, tapi juga sistem di dalamnya guna beradaptasi dengan perkembangan zaman. Perubahan ini tentunya harus didukung dengan identitas visual yang kuat, apa lagi selama ini Bakmi 103 belum memiliki atribut identitas visual. Perancangan identitas visual ini akan melalui proses penelitian baik dari sisi pemilik maupun pelanggan Bakmi 103, yang dilanjutkan dengan pembuatan moodboard, sketsa manual dan digital, hingga terpilih sebuah logo yang paling mewakili kepribadian dari Bakmi 103. Logo ini akan diaplikasikan ke dalam berbagai media, dan penggunaannya diatur dalam sebuah buku panduan logo. Kata kunci: Bakmi 103, adaptasi, perluasan bisnis, identias visual, branding, logo.
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
vii
ABSTRACT
Bakmi 103, first found in 1975, will undergo the eviction half of its area due to the fly over highway construction at Tanjung Priok, Jakarta Utara. Nevertheless, the eviction triggers its owner to show his/her determination to overcome that agony by having a new branch with fresh concept. That new branch will not be only physically new, but also systematically different to offer customers with new experience that they have never imagined before. In order to attract customers and make all of these changes happen, Bakmi 103 must have a strong and sophisticated visual identity because It did not own its visual identity before. The making of this visual identity will be planned and designed carefully through a research to both Bakmi 103 owner and its customer. After the conclusion of the visual identity planning, next step will be the making of moodboard, manual and digital sketch, until the best concept or logo to represent Bakmi 103’s identity is selected. The logo will be applied to a variety of media, which the term of its usage will be managed on the logo usage manual. Keywords: Bakmi 103, adaptation, business expansion, visual identity, branding, logo.
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
viii
DAFTAR ISI HALAMAN PENGESAHAN TUGAS AKHIR .................................................................................... ii
HALAMAN PERNYATAAN ORISINALITAS .................................................................................. iii
KATA PENGANTAR............................................................................................................................iv
ABSTRAKSI ..........................................................................................................................................vi
ABSTRACT ......................................................................................................................................... vii
DAFTAR ISI ....................................................................................................................................... viii
DAFTAR GAMBAR...............................................................................................................................x
DAFTAR TABEL ............................................................................................................................... xiii
BAB I PENDAHULUAN .......................................................................................................................1
1.1. Latar Belakang.........................................................................................................................1
1.2. Rumusan Masalah....................................................................................................................3
1.3. Batasan Masalah ......................................................................................................................4
1.4. Tujuan Tugas Akhir.................................................................................................................4
1.5. Manfaat Tugas Akhir...............................................................................................................4
1.6. Metodologi Desain ..................................................................................................................5
BAB II TINJAUAN PUSTAKA .............................................................................................................6
2.1. Identitas Visual ........................................................................................................................6
2.1.1. Elemen .............................................................................................................................8
2.1.2. Pedoman Sistem Identitas..............................................................................................18
2.1.3. Branding ........................................................................................................................20
2.2. Market....................................................................................................................................22
2.3. Persepsi Visual ......................................................................................................................28
2.3.1. Pengaturan Persepsi .......................................................................................................29
2.3.2. Pengarahan Pandangan ..................................................................................................36
2.4. Chinese Food .........................................................................................................................38
2.4.1. Budaya Masakan Cina di Kalangan Masyarakat Perkotaan Indonesia .........................38
2.4.2. Bakmi.............................................................................................................................43
BAB III HASIL PENELITIAN.............................................................................................................44
3.1. Gambaran Umum Penelitian .................................................................................................44
3.2. Profil Klien ............................................................................................................................44
3.3. Tahapan Kerja........................................................................................................................46
3.3.1. Wawancara Pemilik........................................................................................................46
3.3.2. Wawancara Entitas Sejenis.............................................................................................48
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
ix
3.3.3. Wawancara Pelanggan....................................................................................................50
3.3.4. Perancangan...................................................................................................................51
BAB IV ANALISIS...............................................................................................................................66
4.1. Logo.......................................................................................................................................66
4.1.1. Bentuk............................................................................................................................66
4.1.2. Tipografi ........................................................................................................................70
4.1.3. Warna.............................................................................................................................72
4.2. Pedoman Identitas Visual ......................................................................................................75
4.3. Aplikasi..................................................................................................................................79
BAB V PENUTUP ................................................................................................................................90
5.1. Kesimpulan ............................................................................................................................90
5.2. Saran ......................................................................................................................................91
DAFTAR PUSTAKA............................................................................................................................92
LAMPIRAN ..........................................................................................................................................93
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
x
DAFTAR GAMBAR
Gambar 2.1Contoh Pedoman Identitas.......................................................................14
Gambar 2.2Contoh Stationery.....................................................................................14
Gambar 2.3Contoh Marketing Kit..............................................................................15
Gambar 2.4Contoh Website........................................................................................15
Gambar 2.5Contoh Humas..........................................................................................15
Gambar 2.6Contoh Kendaraan....................................................................................16
Gambar 2.7Contoh Signage........................................................................................16
Gambar 2.8Contoh Packaging.... ...............................................................................16
Gambar 2.9Contoh Seragam.... ..................................................................................17
Gambar 2.10Contoh Merchandise.. ...........................................................................17
Gambar 2.11Similarity... ............................................................................................28
Gambar 2.12Closure...... ............................................................................................29
Gambar 2.13Figure and Ground...... ..........................................................................29
Gambar 2.14Continuation...... ....................................................................................30
Gambar 2.15Proximity...... .........................................................................................31
Gambar 3.1Logo Jun Njan...... ...................................................................................49
Gambar 3.2Mindmapping. ......................................................................................... 52
Gambar 3.3Moodboard Nostalgia 1.. .........................................................................53
Gambar 3.4Moodboard Nostalgia 2.... .......................................................................53
Gambar 3.5 Moodboard Nostalgia 3.. .........................................................................54
Gambar 3.6 Moodboard Kesederhanaan 1..................................................................54
Gambar 3.7 Moodboard Kesederhanaan 2..................................................................55
Gambar 3.8 Moodboard Kesederhanaan 3..................................................................55
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
xi
Gambar 3.9 Moodboard Tanjung Priok 1... ................................................................56
Gambar 3.10 Moodboard Tanjung Priok 2..................................................................56
Gambar 3.11 Moodboard Oriental 1............................................................................57
Gambar 3.12 Moodboard Oriental 2............................................................................57
Gambar 3.13 Moodboard Oriental 3............................................................................58
Gambar 3.14 Sketsa Manual 1.....................................................................................59
Gambar 3.15 Sketsa Manual 2.....................................................................................60
Gambar 3.16 Sketsa Manual 3.....................................................................................60
Gambar 3.17 Sketsa Manual 4.....................................................................................61
Gambar 3.18 Sketsa Manual 5.............................................................................................61
Gambar 3.19 Sketsa Manual 6.....................................................................................62
Gambar 3.20 Sketsa Digital 1......................................................................................63
Gambar 3.21 Sketsa Digital 2......................................................................................63
Gambar 3.22 Logo Pilihan Awal.................................................................................64
Gambar 3.23 Sketsa Perubahan Jangkar …………………….………………………64
Gambar 3.24 Logo Final..............................................................................................65
Gambar 4.1 Logo Bakmi 103............................................................................................66
Gambar 4.2 Simbol Fu, Lu, Shou................................................................................67
Gambar 4.3 Simbolisasi Karakter Fu...........................................................................67
Gambar 4.4 Tatakan Gelas dengan Simbol Cina..................................................................68
Gambar 4.5 Undangan Double Happiness …………………………………………..69
Gambar 4.6 Modifikasi Font........................................................................................70
Gambar 4.7 Surat Jane Austen ………………………………………………………71
Gambar 4.8 Font Jane Austen......................................................................................72
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013
xii
Gambar 4.9 Font Courier.............................................................................................72
Gambar 4.10 Kode Warna Merah ...............................................................................73
Gambar 4.11 Kode Warna Soft Beige..........................................................................74
Gambar 4.12 Kode Warna Beige.................................................................................74
Gambar 4.13 Ukuran Logo..........................................................................................76
Gambar 4.14 Warna Logo............................................................................................76
Gambar 4.15 Aturan Typeface. ...................................................................................77
Gambar 4.16 Aturan Supergraphic..............................................................................78
Gambar 4.17 Supergraphic..........................................................................................78
Gambar 4.18 Kop Surat...............................................................................................79
Gambar 4.19 Amplop...................................................................................................80
Gambar 4.20 Kartu Nama…........................................................................................94
Gambar 4.21 Folder. ...................................................................................................81
Gambar 4.22 Piring dan Mangkok...............................................................................82
Gambar 4.23 Tissue.....................................................................................................82
Gambar 4.24 Label Kertas Bungkus. ..........................................................................83
Gambar 4.25 Tas bungkus...........................................................................................84
Gambar 4.26 Daftar Menu...........................................................................................84
Gambar 4.27 Wallpaper..... .........................................................................................85
Gambar 4.28 Poster......................................................................................................85
Gambar 4.29 Seragam..................................................................................................86
Gambar 4.30 Website................................................................................................. 87
Gambar 4.31 Kendaraan. ............................................................................................ 88
Gambar 4.32 Outdoor Signage. ...................................................................................89
Perancangan Identitas.., Dea Adeline, FSD UMN, 2013