PERANCANGAN VISUAL BRANDING KEDAI PAP’S …...Branding Logo and Tagline by using the conceptual strategy through effective visual communication media will be able to invite the public

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PENGANTAR KARYA

TUGAS AKHIR

PERANCANGAN VISUAL BRANDING KEDAI PAP’S BIKE

COFFEE MELALUI MEDIA DESAIN KOMUNIKASI VISUAL

Disusun Guna Melengkapi dan Memenuhi Persyaratan

Mencapai Gelar Sarjana Seni Rupa

Program Studi Desain Komunikasi Visual

Disusun Oleh:

FITRAH FADHILAH

C0713020

PROGRAM STUDI DESAIN KOMUNIKASI VISUAL

FAKULTAS SENI RUPA DAN DESAIN

UNIVERSITAS SEBELAS MARET

SURAKARTA

2018

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PERANCANGAN VISUAL BRANDING PAP’S BIKE COFFEE

MELALUI MEDIA KOMUNIKASI VISUAL

Fitrah Fadhilah1

Drs. Moh. Suharto, M.Sn.2 Rudy Wicaksono Herlambang, S.Sn., M.Sn.

3

ABSTRAK

Fitrah Fadhilah. 2018. Pengantar karya Tugas Akhir ini Berjudul

Perancangan Visual Branding Pap’s Bike Coffee Melalui Media Komunikasi

Visual. Perancangan ini dibuat karena Pap’s Bike Coffee belum terlalu bisa

bersaing dengan kompetitor lainya. Tujuan perancangan ini yaitu agar masyarakat

dapat lebih mudah mengenal dan tertarik pada kedai Pap’s Bike Coffee ini serta

meningkatkan penjualanya..Oleh karena itu perlu adanya beberapa media yang

dapat memperkenalkan Pap’s Bike Coffee guna lebih dikenal. dan dipilihlah

branding logo dan tagline sebagai sarana bagi masyarakat luas untuk mengenal

Pap’s Bike Coffee. Diharapkan perancangan Branding Logo dan Tagline dengan

menggunakan strategi yang terkonsep melalui media komunikasi visual yang

efektif akan dapat mengajak masyarakat untuk lebih mengenali dan dapat

meningkatkan penjualan Pap’s Bike Coffee dimata konsumen.

1 Mahasiswa Prodi S1 Deskomvis Fakultas Seni Rupa dan Desain Universitas

Sebelas Maret Surakarta

2 Dosen Pembimbing I

3 Dosen Pembimbing II

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DESIGNING VISUAL BRANDING PAP'S BIKE COFFEE

THROUGH VISUAL COMMUNICATIONS MEDIA

Fitrah Fadhilah1

Drs. Moh. Suharto, M.Sn.2 Rudy Wicaksono Herlambang, S.Sn., M.Sn.

3

ABSTRACT

Fitrah Fadhilah. 2018. Introduction of this Final Project Entitled Visual

Branding Pap's Bike Coffee Design Through Visual Communication Media. This

design is made because Pap's Bike Coffee has not been too able to compete with

other competitors. The purpose of this design is that people can more easily

recognize and interested in this Pap's Bike Coffee stall and increase the seller.

Therefore, it is necessary some media that can introduce Pap's Bike Coffee in

order to better known. and chosen branding logo and tagline as a means for the

wider community to get to know Pap's Bike Coffee. It is hoped that the design of

Branding Logo and Tagline by using the conceptual strategy through effective

visual communication media will be able to invite the public to better recognize

and increase the sales of Pap's Bike Coffee in the eyes of consumers.

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

Sebelas Maret Unyversity

2 Dosen Pembimbing I

3 Dosen Pembimbing II

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KATA PENGANTAR

Puji syukur penulis panjatkan ke hadirat Allah SWT karena atas berkat dan

rahmat-Nya penulis bisa menyelesaikan mata kuliah tugas akhir yang berjudul

Perancangan Visual Branding kedai Pap’s Bike Coffee Melalui Media Desain

Komunikasi Visual. Dalam menyelesaikan Karya Tugas Akhir ini meskipun

dengan berbagai hambatan yang ada. Dengan bantuan, bimbingan, serta arahan

dari berbagai pihak penulis dapat menyelesaikannya. Maka dari itu tidak lupa

penulis mengucapkan rasa terima kasih yang sebesar-besarnya kepada :

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

Desain Universitas Sebelas Maret Surakarta.

2. Andreas S Widodo, S.sn., M.Hum. selaku Ketua Program StudiS1

Desain Komunikasi Visual.

3. Drs. Moh. Suharto, M.Sn. selaku Pembimbing I yang telah memberikan

pengarahan dan bimbingannya.

4. Rudy Wicaksono Herlambag, S.Sn., M.Sn. selaku Pembimbing II yang

telah memberikan pengarahan dan bimbingannya.

5. Seluruh Staf Pengajar Jurusan S1 Desain Komunikasi Visual Fakultas

Seni Rupa dan Desain Universitas Sebelas Maret yang tulus mendidik

serta memberikan bekal ilmu melalui kegiatan perkuliahan.

6. Seluruh Staf Administrasi Jurusan S1 Desain Komunikasi Visual

Fakultas Seni Rupa dan Desain Universitas Sebelas Maret

7. Bapak Anshori selaku Pemilik Pap’s Bike Coffee yang telah banyak

membantu dalam pencarian data untuk Tugas Akhir ini.

8. Keluarga dan para sahabat yang senantiasa mendukung penulis untuk

tetap bersemangat dalam menyelesaikan kuliah dengan baik dan lancar.

9. Teman-teman serta seluruh pihak yang telah membantu penulis dalam

menyelesaikan Karya Tugas Akhir.

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DAFTAR ISI

HALAMAN JUDUL ......................................................................................... i

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

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

PERNYATAAN ORISINIL ........................................................................... iv

PERSEMBAHAN .............................................................................................. v

MOTTO ........................................................................................................... vi

KATA PENGANTAR .................................................................................... vii

DAFTAR ISI ..................................................................................................... ix

DAFTAR GAMBAR ....................................................................................... xii

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

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

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

B. Rumusan Masalah ............................................................................... 4

C. Tujuan Perancangan ........................................................................... 5

D. Manfaat Penelitian ............................................................................. 5

E. Kerangka Pikir ................................................................................... 6

F. Metode Penelitian ............................................................................... 7

1. Teknik Pengumpulan data ............................................................ 7

2. Teknik Analisa Data ..................................................................... 8

3. Sasaran dan Lokasi Penelitian ...................................................... 9

4. Jenis data dan Sumber Data ........................................................ 10

5. Analisa Data ................................................................................ 10

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

A. Perancangan ...................................................................................... 12

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

2. Elemen Perancangan .................................................................. 13

3. Prinsip Perancangan ................................................................... 15

B. Visual ................................................................................................ 19

1. Pengertian Visual ........................................................................ 19

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C. Branding .......................................................................................... 21

1. Definisi Brand ........................................................................... 21

2. Karakteristik Brand .................................................................... 21

D. Visual branding ................................................................................ 24

1. Menjaga brand identity ............................................................... 24

2. Mengekspresikan emosi .............................................................. 25

E. Pap’s Bike Coffee ............................................................................ 25

BAB III DATA DAN ANALISIS MASALAH ........................................... 27

A. Identifikasi Objek ............................................................................ 27

1. Data Pap’s Bike Coffee ............................................................. 27

2. Data Produk ............................................................................... 28

B. Target ............................................................................................... 35

1. Target Audience ......................................................................... 35

C. Kompetitor ....................................................................................... 36

1. Coffeography ............................................................................. 36

2. KOPI SOB ................................................................................. 37

D. Komparasi ........................................................................................ 39

E. Analisis SWOT ................................................................................ 40

F. Unique Selling prepositioning (USP) ............................................... 42

G. positioning ........................................................................................ 44

BAB IV KONSEP PEMIKIRAN DESAIN ................................................. 45

A. Metode Perancangan ........................................................................ 45

B. Konsep Kreatif ................................................................................. 45

1. Unique Selling Prepositioning (USP) ........................................ 46

2. positioning ................................................................................. 47

C. Standar Visual .................................................................................. 48

1. Strategi Visual Verbal dan Non Verbal ..................................... 48

D. Pemilihan Media dan Media Placement .......................................... 54

1. Media Utama ............................................................................. 55

2. Media Pendukung ....................................................................... 57

E. Prediksi Biaya .................................................................................. 62

BAB V VISUALISASI KARYA ................................................................... 64

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A. Media Utama ..................................................................................... 64

1. Logo dan Tagline ......................................................................... 64

2. Graphic Standart Manual ............................................................. 65

B. Media Pendukung ............................................................................ 72

BAB VI PENUTUP ........................................................................................ 90

A. Kesimpulan ...................................................................................... 90

B. Saran ................................................................................................. 91

DAFTAR PUSTAKA

LAMPIRAN

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PERANCANGAN VISUAL BRANDING KEDAI PAP’S …...Branding Logo and Tagline by using the conceptual strategy through effective visual communication media will be able to invite the public