PERANCANGAN VISUAL BRANDING DAN PROMOSI INCREACI MICE ORGANIZER AND COMMUNICATIONS MELALUI DESAIN KOMUNIKASI VISUAL.
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LEMBAR PERSETUJUAN
Tugas Akhir dengan Judul:
PERANCANGAN VISUAL BRANDING DAN PROMOSI
INCREACI MICE ORGANIZER AND COMMUNICATIONS
MELALUI DESAIN KOMUNIKASI VISUAL
Telah disetujui untuk dipertahankan dihadapan Tim Penguji TA
Pada Tanggal: __________________
Menyetujui,
Pembimbing I
Pembimbing II
Drs. Ahmad Adib, M.Hum., Ph.D.
Drs. Putut Handoko Pramono, M.Si
NIP. 19650708 199203 1 001
NIP.19550612 198003 1 014
Mengetahui,
Koordinator Kolokium dan Tugas Akhir
Dr. Deny Tri Ardianto, S.Sn, Dipl.Art
NIP. 19790521 200212 1 002
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LEMBAR PENGESAHAN
Diterima dan Disetujui oleh Panitia Tugas Akhir Jurusan Desain
Komunikasi Visual
Fakultas Seni Rupa dan Desain Universitas Sebelas Maret
Pada Tanggal: 02 Juli 2015
Panitia Penguji
Ketua Sidang Akhir
Drs. Mohamad Suharto, M.Sn.
NIP. 19561220 198603 1 003
(………………….……)
Sekretaris Sidang Akhir
Esty Wulandari S.Sos, M.Si
NIP. 19791109 200801 2 015
(………………….……)
Pembimbing Tugas Akhir I
Drs. Ahmad Adib, M.Hum., Ph.D.
NIP. 19650708 199203 1 001
(………………….……)
Pembimbing Tugas Akhir II
Drs. Putut Handoko Pramono, M.Si
NIP. 19550612 198003 1 014
(………………….……)
Mengetahui,
Dekan
Fakultas Seni Rupa dan Desain
Ketua Jurusan
Desain Komunikasi Visual
Drs. Ahmad Adib, M.Hum., Ph.D.
Dr. Deny Tri Ardianto, S.Sn, Dipl.Art
NIP. 19790521 200212 1 002
NIP. 19650708 199203 1 001
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PERANCANGAN VISUAL BRANDING DAN PROMOSI
INCREACI MICE ORGANIZER AND COMMUNICATIONS
MELALUI DESAIN KOMUNIKASI VISUAL
Dany Indra Saputra1
Drs. Ahmad Adib, M.Hum., Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3
ABSTRAK
Dany Indra Saputra, 2015. Pengantar Tugas Akhir ini berjudul Perancangan
Visual Branding dan Promosi Increaci MICE Organizer and Communications
Melalui Desain Komunikasi Visual. Sebuah promosi merupakan salah satu aspek
yang penting dalam manajemen pemasaran dan sering dikatakan sebagai proses
berlanjut. Karena promosi dapat menimbulkan rangkaian kegiatan-kegiatan
selanjutnya. Salah satu strategi promosi yang dilakukan disini adalah melalui
visual branding, yaitu sebuah promosi yang menonjolkan sebuah visual atau
gambar dengan tujuan untuk mendekatkan brand terhadap konsumen dengan
menciptakan brand experienceI dan brand awareness melalui media seperti
Company Profile dan Website.
Beberapa tahun terakhir ini, terjadi peningkatan pada sektor pariwisata dan
peningkatan pergelaran event-event di kota Solo, dikarenakan maraknya promosi
pemerintah kota untuk menggalakkan potensi budaya dan pariwisata yang ada. Di
sektor pariwisata, Solo kini dijadikan destinasi wisata Meeting, Incentive,
Conference and Exhibition (MICE). Dampak dari ini semua, kota Solo kerap
menjadi tuan rumah event bertaraf nasional maupun internasional. Ini
menunjukkan betapa kepercayaan masyarakat telah meningkat untuk
menyelenggarakan event di kota Solo.
Berangkat dari maraknya penyelenggaraan event dan tingginya pertumbuhan
aktivitas MICE di kota Solo, Increaci hadir bukan hanya sebagai Event Organizer,
namun sebagai MICE Organizer and Communications, menawarkan solusi
penyelenggaraan dan pengelolaan aktivitas MICE secara efektif, terencana, dan
professional. Dalam upaya mengangkat citra “Increaci, MICE Organizer and
Communications”, maka perlu adanya suatu perancangan visual branding dan
promosi agar masyarakat luas lebih mengetahui dan mengenali hadirnya Increaci
sebagai MICE Organizer and Communications sehingga dapat terbentuk suatu
identitas perusahaan yang solid.
_______________________
1
Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709027
Dosen Pembimbing I
commit to user
3
Dosen Pembimbing II
2
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INCREACI MICE ORGANIZER AND COMMUNICATIONS
VISUAL BRANDING AND PROMOTION PLANNING
THROUGH VISUAL COMMUNICATION DESIGN
Dany Indra Saputra1
Drs. Ahmad Adib, M.Hum., Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3
ABSTRACT
Dany Indra Saputra, 2015. Introductory of this final project design is entitled
Increaci MICE Organizer and Communications Visual Branding and Promotion
Planning Through Visual Communication Design. A promotion is one of the
important aspects in the marketing management and it often described as the
continuous process, because it caused a series of promotional activities on the
company’s hereafter. One of promotional strategy that used here is through visual
branding. Visual branding defined as part of the promotion of a brand in order to
bring the brand to the consumer by creating brand experience and brand
awareness through media such as company profile and a website.
These last couple years, there have been an increasing on the tourism sector
and increasing of event held in Solo city, due to the rampant promotion from the
city government to rage the existing culture and tourism potential. On the tourism
sector, Solo now becoming Meeting, Incentive, Conference and Exhibition
(MICE) tourism destination. The impact from all of this, Solo city often become
host for national or international level event. This shows how society’s trust have
increasing to hold event in Solo city.
Departed from rampant events held and high growth in Solo’s MICE activity,
Increaci came not only as an event organizer, but as a MICE Organizer and
Communications, offers implementation and management solutions effectively,
planned, and professional. In an effort to lift the image of Increaci MICE
Organizer and Communications, there needs to be a visual branding and
promotion planning then public will more aware and recognize the presence of
Increaci MICE Organizer and Communications so as to form a solid corporate
identity.
_______________________
1
Department of Visual Communication Design Students with NIM C0709027
SupervisorI
3
Supervisor II
2
commit to user
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HALAMAN MOTTO
“Whatever you do, do it well. Do it so well that when people see you do it,
they will want to come back and see you do it again
and they will want to bring others
and show them how well you do what you do.”
commit
to user
-Walt Disney-
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HALAMAN PERSEMBAHAN
Tugas Akhir ini saya persembahkan kepada:
Keluarga tercinta, Ibu, Kakak dan Adik yang tak henti-hentinya memberikan
semangat dan memberikan doa yang tulus demi kelancaran anaknya: Melanie
Monique Arini Husodo, Ferry Adrian Raditya Kurniawan, dan Hendry Melvin
Anindita
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KATA PENGANTAR
Puji syukur kehadirat Tuhan Yang maha Esa atas segala limpahan rahmat
dan hidayat-Nya, sehingga penulis mampu menyelesaikan Tugas Akhir dengan
judul: Perancangan Visual Branding dan Promosi Increaci MICE Organizer
and Communications Melalui Desain Komunikasi Visual.
Dalam penyusunan tugas akhir ini, tentunya tidak lepas dari bimbingan
dan bantuan dari berbagai pihak. Oleh karena itu Penulis mengucapkan
terimakasih kepada:
1. Drs. Ahmad Adib, M.Hum., Ph.D, selaku Dekan Fakultas Seni Rupa
dan Desain
2. Dr. Deny Tri Ardianto, S.Sn, Dipl.Art, selaku Ketua Jurusan Desain
Komunikasi Visual
3. Drs. Ahmad Adib, M.Hum., Ph.D., selaku Pembimbing Tugas Akhir I
4. Drs. Putut Handoko Pramono, M.Si,selaku Pembimbing Tugas Akhir
II
5. Miftah F. Widhagdha, selaku Executive Director Increaci
6. Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual
7. Semua pihak dan teman yang sudah membantu dan tidak bisa
disebutkan satu persatu .
8. Almamater penulis Universitas Sebelas Maret
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Penulis menyadari bahwa penulisan ini masih ada kekurangan. Untuk itu
penulis mengharapkan saran dan kritik yang bersifat membangun, untuk
kemudian di jadikan perbaikan di masa yang akan datang.
Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi
penulis dan umumnya bagi para pembaca.
Surakarta, 02 Juli 2015
Penulis,
Dany Indra Saputra
NIM. C0709027
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DAFTAR ISI
HALAMAN JUDUL ..................................................................................................... i
LEMBAR PERSETUJUAN....................................................................................... ii
LEMBAR PENGESAHAN ....................................................................................... iii
ABSTRAK ................................................................................................................... iv
ABSTRACT ................................................................................................................... v
HALAMAN MOTTO ................................................................................................. vi
HALAMAN PERSEMBAHAN ................................................................................ vii
KATA PENGANTAR............................................................................................... viii
DAFTAR ISI................................................................................................................. x
DAFTAR GAMBAR.................................................................................................. xv
DAFTAR TABEL .................................................................................................... xvii
BAB I PENDAHULUAN............................................................................................. 1
A. Latar Belakang Masalah..........................................................................1
B. Perumusan Masalah ................................................................................3
C. Tujuan Perancangan ................................................................................3
D. Target Audiens dan Target Pasar ............................................................4
E. Metode Pengumpulan Data .....................................................................5
BAB II KAJIAN TEORI ............................................................................................. 8
A. Tinjauan Perancangan .............................................................................8
1. Pengertian Perancangan ...................................................................8
2. Fungsi Perancangan atau Perencanaan.............................................9
B. Tinjauan Visual Branding .....................................................................10
1. Merek (Brand)................................................................................10
2. Branding.........................................................................................14
3. Visual Branding..............................................................................15
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C. Tinjauan Promosi ..................................................................................16
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1. Pengertian Promosi ........................................................................16
2. Tujuan Promosi ..............................................................................18
3. Langkah-langkah Pengembangan Promosi ....................................18
4. Promotional Mix/Bauran Promosi .................................................19
BAB III IDENTIFIKASI DATA .............................................................................. 20
A. Identifikasi Data Increaci MICE Organizer & Communications .........20
1. Tentang Increaci MICE Organizer & Communications ................20
2. Visi dan Misi ..................................................................................21
3. Struktur Organisasi.........................................................................22
4. Portofolio Increaci MICE Organizer & Communications .............23
a. Charity Night ‘Pray for Kelud’ ................................................23
b. Festival ‘Aku Cinta Ikan’ – Resto Ikan Balekambang.............25
c. Festival Jenang Solo 2014........................................................27
d. PR Idol 2014.............................................................................28
B. Komparasi .............................................................................................29
1. PT. Dyandra Media International Tbk. ..........................................29
2. Sinergi Event ..................................................................................32
C. Analisis SWOT .....................................................................................34
D. Strategi USP (Unique Selling Point).....................................................38
E. Strategi Positioning ...............................................................................38
BAB IV KONSEP KREATIF PERANCANGAN ................................................... 40
A. Ide Dasar Perancangan..........................................................................40
B. Konsep Kreatif Perancangan.................................................................41
C. Standar Visual .......................................................................................42
1. Pesan Verbal...................................................................................42
a. Headline ....................................................................................42
b. Sub Headline .............................................................................42
c. Body Copy .................................................................................43
2. Pesan Non Verbal...........................................................................43
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a. Logo ..........................................................................................43
b. Typography ...............................................................................45
c. Warna ........................................................................................46
d. Layout........................................................................................47
e. Ilustrasi ......................................................................................49
D. Pemilihan dan Penempatan Media ........................................................50
1. Stationery ........................................................................................50
a. Kop Surat ..................................................................................50
b. Amplop Surat dan Dokumen.....................................................50
c. Map ...........................................................................................51
d. Stempel (Cap)............................................................................51
e. Kartu Nama ...............................................................................51
f. CD Label ...................................................................................51
g. CD Pack ....................................................................................51
h. Kuitansi .....................................................................................51
i. Invoice .......................................................................................51
j. Ballpoint....................................................................................51
2. Media Promosi ................................................................................52
a. Poster.........................................................................................52
b. Brochure (Brosur) .....................................................................52
c. Website ......................................................................................52
d. Company Profile .......................................................................53
e. X-Banner...................................................................................53
f. Sticker dan Cutting Sticker........................................................53
g. Nameboard................................................................................53
3. Uniform ...........................................................................................54
a. T-Shirt .......................................................................................54
b. Polo Shirt...................................................................................54
c. Paperbag ...................................................................................54
d. Topi ...........................................................................................54
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e. Mug ...........................................................................................54
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f. Pin .............................................................................................54
E. Prediksi Biaya .......................................................................................55
BAB V VISUALISASI KARYA ............................................................................... 57
A. Logo Perusahaan dan Graphic Standart Manual..................................57
1. Konsep Logo ...................................................................................57
2. Ukuran Logo ...................................................................................58
3. Grid dan Clear Area Logo ..............................................................60
4. Warna Logo.....................................................................................61
5. Font /Huruf pada Logo....................................................................61
6. Aplikasi Logo pada Background.....................................................62
7. Ketentuan Penggunaan Logo ..........................................................64
B. Stationery ..............................................................................................65
1. Kop Surat ........................................................................................65
2. Amplop Surat ..................................................................................66
3. Amplop Dokumen...........................................................................67
4. Map .................................................................................................68
5. Stempel/Cap ....................................................................................69
6. Kartu Nama .....................................................................................70
7. CD Label .........................................................................................71
8. CD Pack ..........................................................................................72
9. Kuitansi ...........................................................................................73
10. Invoice .............................................................................................74
11. Ballpoint..........................................................................................75
C. Media Promosi ......................................................................................76
1. Poster...............................................................................................76
2. Brosur..............................................................................................77
3. Website ............................................................................................78
4. Company Profile .............................................................................79
5. X-Banner.........................................................................................80
6. Sticker..............................................................................................81
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7. Cutting Sticker.................................................................................82
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8. Nameboard......................................................................................83
D. Uniform .................................................................................................84
1. Topi .................................................................................................84
2. T-Shirt .............................................................................................85
3. Polo Shirt.........................................................................................86
4. Mug .................................................................................................87
5. Paperbag..........................................................................................88
6. Pin ...................................................................................................89
BAB VI PENUTUP .................................................................................................... 90
A. Kesimpulan ...........................................................................................90
B. Saran......................................................................................................91
DAFTAR PUSTAKA................................................................................................. 92
LAMPIRAN................................................................................................................ 93
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DAFTAR GAMBAR
Gambar 3.1 Bagan Struktur Organisasi Increaci...............................................22
Gambar 3.2 Poster Charity Night ‘Pray For Kelud’ .........................................23
Gambar 3.3 Pidato Sambutan Bapak FX. Rudy Hadyatmo ..............................24
Gambar 3.4 Charity Night ‘Pray For Kelud’ ....................................................24
Gambar 3.5 Para tamu undangan memegang lilin tanda kepedulian ................24
Gambar 3.6 Poster Festival ‘Aku Cinta Ikan’ ...................................................25
Gambar 3.7 Seorang anak sedang mewarnai gambar ikan dalam acara ‘Aku
Cinta Ikan’ ...................................................................................26
Gambar 3.8 Pemenang lomba mewarnai berfoto bersama orangtua dalam acara
festival ‘Aku Cinta Ikan’ di Resto Ikan Balekambang ................26
Gambar 3.9 Karyawan Resto Ikan Balekambang sedang menerangkan tentang
ikan kepada tamu pengunjung acara festival ‘Aku Cinta Ikan’...26
Gambar 3.10 Logo Festival Jenang Solo 2014 .................................................27
Gambar 3.11 Anggota Red Batik Solo ikut memeriahkan acara Festival Jenan
Solo 2014 .....................................................................................27
Gambar 3.12 Logo acara PR Idol 2014.............................................................28
Gambar 3.13 Poster acara PR Idol 2014 ...........................................................29
Gambar 3.14 Logo Dyandra Media International .............................................29
Gambar 3.15 Logo Sinergi Event......................................................................33
Gambar 3.16 Grha Solo Raya ...........................................................................33
Gambar 4.1 Draft Logo Increaci .......................................................................44
Gambar 4.2 Contoh Layout Poster Iklan...........................................................48
Gambar 4.3 Contoh Poster Big Type Layout.....................................................48
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Gambar 4.4 Contoh Poster Type Specimen
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Gambar 4.5 Contoh Ilustrasi Vektor Perkotaan ................................................50
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DAFTAR TABEL
Tabel 3.1 Analisis SWOT .................................................................................34
Tabel 4.1 Prediksi biaya visual branding dan promosi Increaci.......................55
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LEMBAR PERSETUJUAN
Tugas Akhir dengan Judul:
PERANCANGAN VISUAL BRANDING DAN PROMOSI
INCREACI MICE ORGANIZER AND COMMUNICATIONS
MELALUI DESAIN KOMUNIKASI VISUAL
Telah disetujui untuk dipertahankan dihadapan Tim Penguji TA
Pada Tanggal: __________________
Menyetujui,
Pembimbing I
Pembimbing II
Drs. Ahmad Adib, M.Hum., Ph.D.
Drs. Putut Handoko Pramono, M.Si
NIP. 19650708 199203 1 001
NIP.19550612 198003 1 014
Mengetahui,
Koordinator Kolokium dan Tugas Akhir
Dr. Deny Tri Ardianto, S.Sn, Dipl.Art
NIP. 19790521 200212 1 002
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LEMBAR PENGESAHAN
Diterima dan Disetujui oleh Panitia Tugas Akhir Jurusan Desain
Komunikasi Visual
Fakultas Seni Rupa dan Desain Universitas Sebelas Maret
Pada Tanggal: 02 Juli 2015
Panitia Penguji
Ketua Sidang Akhir
Drs. Mohamad Suharto, M.Sn.
NIP. 19561220 198603 1 003
(………………….……)
Sekretaris Sidang Akhir
Esty Wulandari S.Sos, M.Si
NIP. 19791109 200801 2 015
(………………….……)
Pembimbing Tugas Akhir I
Drs. Ahmad Adib, M.Hum., Ph.D.
NIP. 19650708 199203 1 001
(………………….……)
Pembimbing Tugas Akhir II
Drs. Putut Handoko Pramono, M.Si
NIP. 19550612 198003 1 014
(………………….……)
Mengetahui,
Dekan
Fakultas Seni Rupa dan Desain
Ketua Jurusan
Desain Komunikasi Visual
Drs. Ahmad Adib, M.Hum., Ph.D.
Dr. Deny Tri Ardianto, S.Sn, Dipl.Art
NIP. 19790521 200212 1 002
NIP. 19650708 199203 1 001
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perpustakaan.uns.ac.id
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PERANCANGAN VISUAL BRANDING DAN PROMOSI
INCREACI MICE ORGANIZER AND COMMUNICATIONS
MELALUI DESAIN KOMUNIKASI VISUAL
Dany Indra Saputra1
Drs. Ahmad Adib, M.Hum., Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3
ABSTRAK
Dany Indra Saputra, 2015. Pengantar Tugas Akhir ini berjudul Perancangan
Visual Branding dan Promosi Increaci MICE Organizer and Communications
Melalui Desain Komunikasi Visual. Sebuah promosi merupakan salah satu aspek
yang penting dalam manajemen pemasaran dan sering dikatakan sebagai proses
berlanjut. Karena promosi dapat menimbulkan rangkaian kegiatan-kegiatan
selanjutnya. Salah satu strategi promosi yang dilakukan disini adalah melalui
visual branding, yaitu sebuah promosi yang menonjolkan sebuah visual atau
gambar dengan tujuan untuk mendekatkan brand terhadap konsumen dengan
menciptakan brand experienceI dan brand awareness melalui media seperti
Company Profile dan Website.
Beberapa tahun terakhir ini, terjadi peningkatan pada sektor pariwisata dan
peningkatan pergelaran event-event di kota Solo, dikarenakan maraknya promosi
pemerintah kota untuk menggalakkan potensi budaya dan pariwisata yang ada. Di
sektor pariwisata, Solo kini dijadikan destinasi wisata Meeting, Incentive,
Conference and Exhibition (MICE). Dampak dari ini semua, kota Solo kerap
menjadi tuan rumah event bertaraf nasional maupun internasional. Ini
menunjukkan betapa kepercayaan masyarakat telah meningkat untuk
menyelenggarakan event di kota Solo.
Berangkat dari maraknya penyelenggaraan event dan tingginya pertumbuhan
aktivitas MICE di kota Solo, Increaci hadir bukan hanya sebagai Event Organizer,
namun sebagai MICE Organizer and Communications, menawarkan solusi
penyelenggaraan dan pengelolaan aktivitas MICE secara efektif, terencana, dan
professional. Dalam upaya mengangkat citra “Increaci, MICE Organizer and
Communications”, maka perlu adanya suatu perancangan visual branding dan
promosi agar masyarakat luas lebih mengetahui dan mengenali hadirnya Increaci
sebagai MICE Organizer and Communications sehingga dapat terbentuk suatu
identitas perusahaan yang solid.
_______________________
1
Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709027
Dosen Pembimbing I
commit to user
3
Dosen Pembimbing II
2
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
INCREACI MICE ORGANIZER AND COMMUNICATIONS
VISUAL BRANDING AND PROMOTION PLANNING
THROUGH VISUAL COMMUNICATION DESIGN
Dany Indra Saputra1
Drs. Ahmad Adib, M.Hum., Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3
ABSTRACT
Dany Indra Saputra, 2015. Introductory of this final project design is entitled
Increaci MICE Organizer and Communications Visual Branding and Promotion
Planning Through Visual Communication Design. A promotion is one of the
important aspects in the marketing management and it often described as the
continuous process, because it caused a series of promotional activities on the
company’s hereafter. One of promotional strategy that used here is through visual
branding. Visual branding defined as part of the promotion of a brand in order to
bring the brand to the consumer by creating brand experience and brand
awareness through media such as company profile and a website.
These last couple years, there have been an increasing on the tourism sector
and increasing of event held in Solo city, due to the rampant promotion from the
city government to rage the existing culture and tourism potential. On the tourism
sector, Solo now becoming Meeting, Incentive, Conference and Exhibition
(MICE) tourism destination. The impact from all of this, Solo city often become
host for national or international level event. This shows how society’s trust have
increasing to hold event in Solo city.
Departed from rampant events held and high growth in Solo’s MICE activity,
Increaci came not only as an event organizer, but as a MICE Organizer and
Communications, offers implementation and management solutions effectively,
planned, and professional. In an effort to lift the image of Increaci MICE
Organizer and Communications, there needs to be a visual branding and
promotion planning then public will more aware and recognize the presence of
Increaci MICE Organizer and Communications so as to form a solid corporate
identity.
_______________________
1
Department of Visual Communication Design Students with NIM C0709027
SupervisorI
3
Supervisor II
2
commit to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
HALAMAN MOTTO
“Whatever you do, do it well. Do it so well that when people see you do it,
they will want to come back and see you do it again
and they will want to bring others
and show them how well you do what you do.”
commit
to user
-Walt Disney-
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
HALAMAN PERSEMBAHAN
Tugas Akhir ini saya persembahkan kepada:
Keluarga tercinta, Ibu, Kakak dan Adik yang tak henti-hentinya memberikan
semangat dan memberikan doa yang tulus demi kelancaran anaknya: Melanie
Monique Arini Husodo, Ferry Adrian Raditya Kurniawan, dan Hendry Melvin
Anindita
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur kehadirat Tuhan Yang maha Esa atas segala limpahan rahmat
dan hidayat-Nya, sehingga penulis mampu menyelesaikan Tugas Akhir dengan
judul: Perancangan Visual Branding dan Promosi Increaci MICE Organizer
and Communications Melalui Desain Komunikasi Visual.
Dalam penyusunan tugas akhir ini, tentunya tidak lepas dari bimbingan
dan bantuan dari berbagai pihak. Oleh karena itu Penulis mengucapkan
terimakasih kepada:
1. Drs. Ahmad Adib, M.Hum., Ph.D, selaku Dekan Fakultas Seni Rupa
dan Desain
2. Dr. Deny Tri Ardianto, S.Sn, Dipl.Art, selaku Ketua Jurusan Desain
Komunikasi Visual
3. Drs. Ahmad Adib, M.Hum., Ph.D., selaku Pembimbing Tugas Akhir I
4. Drs. Putut Handoko Pramono, M.Si,selaku Pembimbing Tugas Akhir
II
5. Miftah F. Widhagdha, selaku Executive Director Increaci
6. Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual
7. Semua pihak dan teman yang sudah membantu dan tidak bisa
disebutkan satu persatu .
8. Almamater penulis Universitas Sebelas Maret
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Penulis menyadari bahwa penulisan ini masih ada kekurangan. Untuk itu
penulis mengharapkan saran dan kritik yang bersifat membangun, untuk
kemudian di jadikan perbaikan di masa yang akan datang.
Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi
penulis dan umumnya bagi para pembaca.
Surakarta, 02 Juli 2015
Penulis,
Dany Indra Saputra
NIM. C0709027
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DAFTAR ISI
HALAMAN JUDUL ..................................................................................................... i
LEMBAR PERSETUJUAN....................................................................................... ii
LEMBAR PENGESAHAN ....................................................................................... iii
ABSTRAK ................................................................................................................... iv
ABSTRACT ................................................................................................................... v
HALAMAN MOTTO ................................................................................................. vi
HALAMAN PERSEMBAHAN ................................................................................ vii
KATA PENGANTAR............................................................................................... viii
DAFTAR ISI................................................................................................................. x
DAFTAR GAMBAR.................................................................................................. xv
DAFTAR TABEL .................................................................................................... xvii
BAB I PENDAHULUAN............................................................................................. 1
A. Latar Belakang Masalah..........................................................................1
B. Perumusan Masalah ................................................................................3
C. Tujuan Perancangan ................................................................................3
D. Target Audiens dan Target Pasar ............................................................4
E. Metode Pengumpulan Data .....................................................................5
BAB II KAJIAN TEORI ............................................................................................. 8
A. Tinjauan Perancangan .............................................................................8
1. Pengertian Perancangan ...................................................................8
2. Fungsi Perancangan atau Perencanaan.............................................9
B. Tinjauan Visual Branding .....................................................................10
1. Merek (Brand)................................................................................10
2. Branding.........................................................................................14
3. Visual Branding..............................................................................15
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C. Tinjauan Promosi ..................................................................................16
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1. Pengertian Promosi ........................................................................16
2. Tujuan Promosi ..............................................................................18
3. Langkah-langkah Pengembangan Promosi ....................................18
4. Promotional Mix/Bauran Promosi .................................................19
BAB III IDENTIFIKASI DATA .............................................................................. 20
A. Identifikasi Data Increaci MICE Organizer & Communications .........20
1. Tentang Increaci MICE Organizer & Communications ................20
2. Visi dan Misi ..................................................................................21
3. Struktur Organisasi.........................................................................22
4. Portofolio Increaci MICE Organizer & Communications .............23
a. Charity Night ‘Pray for Kelud’ ................................................23
b. Festival ‘Aku Cinta Ikan’ – Resto Ikan Balekambang.............25
c. Festival Jenang Solo 2014........................................................27
d. PR Idol 2014.............................................................................28
B. Komparasi .............................................................................................29
1. PT. Dyandra Media International Tbk. ..........................................29
2. Sinergi Event ..................................................................................32
C. Analisis SWOT .....................................................................................34
D. Strategi USP (Unique Selling Point).....................................................38
E. Strategi Positioning ...............................................................................38
BAB IV KONSEP KREATIF PERANCANGAN ................................................... 40
A. Ide Dasar Perancangan..........................................................................40
B. Konsep Kreatif Perancangan.................................................................41
C. Standar Visual .......................................................................................42
1. Pesan Verbal...................................................................................42
a. Headline ....................................................................................42
b. Sub Headline .............................................................................42
c. Body Copy .................................................................................43
2. Pesan Non Verbal...........................................................................43
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a. Logo ..........................................................................................43
b. Typography ...............................................................................45
c. Warna ........................................................................................46
d. Layout........................................................................................47
e. Ilustrasi ......................................................................................49
D. Pemilihan dan Penempatan Media ........................................................50
1. Stationery ........................................................................................50
a. Kop Surat ..................................................................................50
b. Amplop Surat dan Dokumen.....................................................50
c. Map ...........................................................................................51
d. Stempel (Cap)............................................................................51
e. Kartu Nama ...............................................................................51
f. CD Label ...................................................................................51
g. CD Pack ....................................................................................51
h. Kuitansi .....................................................................................51
i. Invoice .......................................................................................51
j. Ballpoint....................................................................................51
2. Media Promosi ................................................................................52
a. Poster.........................................................................................52
b. Brochure (Brosur) .....................................................................52
c. Website ......................................................................................52
d. Company Profile .......................................................................53
e. X-Banner...................................................................................53
f. Sticker dan Cutting Sticker........................................................53
g. Nameboard................................................................................53
3. Uniform ...........................................................................................54
a. T-Shirt .......................................................................................54
b. Polo Shirt...................................................................................54
c. Paperbag ...................................................................................54
d. Topi ...........................................................................................54
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e. Mug ...........................................................................................54
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f. Pin .............................................................................................54
E. Prediksi Biaya .......................................................................................55
BAB V VISUALISASI KARYA ............................................................................... 57
A. Logo Perusahaan dan Graphic Standart Manual..................................57
1. Konsep Logo ...................................................................................57
2. Ukuran Logo ...................................................................................58
3. Grid dan Clear Area Logo ..............................................................60
4. Warna Logo.....................................................................................61
5. Font /Huruf pada Logo....................................................................61
6. Aplikasi Logo pada Background.....................................................62
7. Ketentuan Penggunaan Logo ..........................................................64
B. Stationery ..............................................................................................65
1. Kop Surat ........................................................................................65
2. Amplop Surat ..................................................................................66
3. Amplop Dokumen...........................................................................67
4. Map .................................................................................................68
5. Stempel/Cap ....................................................................................69
6. Kartu Nama .....................................................................................70
7. CD Label .........................................................................................71
8. CD Pack ..........................................................................................72
9. Kuitansi ...........................................................................................73
10. Invoice .............................................................................................74
11. Ballpoint..........................................................................................75
C. Media Promosi ......................................................................................76
1. Poster...............................................................................................76
2. Brosur..............................................................................................77
3. Website ............................................................................................78
4. Company Profile .............................................................................79
5. X-Banner.........................................................................................80
6. Sticker..............................................................................................81
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7. Cutting Sticker.................................................................................82
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8. Nameboard......................................................................................83
D. Uniform .................................................................................................84
1. Topi .................................................................................................84
2. T-Shirt .............................................................................................85
3. Polo Shirt.........................................................................................86
4. Mug .................................................................................................87
5. Paperbag..........................................................................................88
6. Pin ...................................................................................................89
BAB VI PENUTUP .................................................................................................... 90
A. Kesimpulan ...........................................................................................90
B. Saran......................................................................................................91
DAFTAR PUSTAKA................................................................................................. 92
LAMPIRAN................................................................................................................ 93
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DAFTAR GAMBAR
Gambar 3.1 Bagan Struktur Organisasi Increaci...............................................22
Gambar 3.2 Poster Charity Night ‘Pray For Kelud’ .........................................23
Gambar 3.3 Pidato Sambutan Bapak FX. Rudy Hadyatmo ..............................24
Gambar 3.4 Charity Night ‘Pray For Kelud’ ....................................................24
Gambar 3.5 Para tamu undangan memegang lilin tanda kepedulian ................24
Gambar 3.6 Poster Festival ‘Aku Cinta Ikan’ ...................................................25
Gambar 3.7 Seorang anak sedang mewarnai gambar ikan dalam acara ‘Aku
Cinta Ikan’ ...................................................................................26
Gambar 3.8 Pemenang lomba mewarnai berfoto bersama orangtua dalam acara
festival ‘Aku Cinta Ikan’ di Resto Ikan Balekambang ................26
Gambar 3.9 Karyawan Resto Ikan Balekambang sedang menerangkan tentang
ikan kepada tamu pengunjung acara festival ‘Aku Cinta Ikan’...26
Gambar 3.10 Logo Festival Jenang Solo 2014 .................................................27
Gambar 3.11 Anggota Red Batik Solo ikut memeriahkan acara Festival Jenan
Solo 2014 .....................................................................................27
Gambar 3.12 Logo acara PR Idol 2014.............................................................28
Gambar 3.13 Poster acara PR Idol 2014 ...........................................................29
Gambar 3.14 Logo Dyandra Media International .............................................29
Gambar 3.15 Logo Sinergi Event......................................................................33
Gambar 3.16 Grha Solo Raya ...........................................................................33
Gambar 4.1 Draft Logo Increaci .......................................................................44
Gambar 4.2 Contoh Layout Poster Iklan...........................................................48
Gambar 4.3 Contoh Poster Big Type Layout.....................................................48
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Gambar 4.4 Contoh Poster Type Specimen
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Gambar 4.5 Contoh Ilustrasi Vektor Perkotaan ................................................50
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DAFTAR TABEL
Tabel 3.1 Analisis SWOT .................................................................................34
Tabel 4.1 Prediksi biaya visual branding dan promosi Increaci.......................55
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