Perancangan media promosi “chrven” melalui desain komunikasi visual Judul CHRVEN fx
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PENGANTAR TUGAS AKHIR
PERANCANGAN MEDIA PROMOSI “CHRVEN”
MELALUI DESAIN KOMUNIKASI VISUAL
Diajukan sebagai Syarat
Untuk Menempuh Ujian Tugas Akhir Guna Mencapai Gelar Ahli Madya D3 Desain
Komunikasi Visual
Oleh :
DWI ARIF NURRACHMAN W
C9509034
PROGRAM STUDI D3 DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENIRUPA
UNIVERSITAS SEBELAS MARET
2013 to user
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MOTTO
“If you believe in yourself, anything is possible”
( Dwi
Arif NtoWuser
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commit
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PERSEMBAHAN
Karya Tugas Akhir ini penulis persembahkan
kepada orang tua dan keluarga tercinta
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KATA PENGANTAR
Dengan memanjatkan puji syukur kehadirat Allah SWT atas segala anugerah, rahmat
dan hidayah-Nya, sehingga penulis dapat menyelesaikan tugas akhir ini dengan tema
”PERANCANGAN MEDIA PROMOSI ”CHRVEN”MELALUI DESAIN KOMUNIKASI
VISUAL”. Tugas akhir ini disusun guna memenuhi syarat dalam meraih gelar Ahli Madya
Diploma III Jurusan Desain Komunikasi Visual, Fakultas Sastra dan Seni Rupa, Universitas
Sebelas Maret Surakarta.
Pada kesempatan ini, dengan segenap kerendahan hati penulis ingin mengucapkan
terima kasih yang sebesar-besarnya kepada;
1.
Drs. Riyadi Santosa, M. Ed., Ph. D. selaku Dekan Fakultas Sastra dan Seni Rupa
Universitas Sebelas Maret.
2.
Drs. Ahmad Adib, M.Hum., Ph.D. selaku Ketua Program Studi Diploma III Desain
Komunikasi Visual beserta dosen dan segenap karyawan.
3.
I Gusti Ngurah Tri M., S.Sn., M.Sn. selaku Dosen Pembimbing I yang telah bersedia
meluangkan waktu dan pikiran ditengah-tengah kesibukannya, dalam memberikan
arahan, sharing dan bimbingannya kepada penulis selama ini.
4.
Salim Ahmadi, S.Pd. selaku Dosen Pembimbing II atas segala kemudahan waktu dalam
setiap konsultasi dan bimbingan selama penulis mengerjakan tugas akhir.
5.
Triyatno Wisnu Harjono selaku owner “Chrven” atas segala bantuan, sharing dan
semangat kepada penulis untuk dapat menyelesaikan tugas akhir ini.
6.
Seluruh Staff Tata Usaha dan segenap karyawan D3 Desain Komunikasi Visual atas
segala kemudahannya dalam setiap pengurusan dan administrasi.
commit to user
vi
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7.
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Seluruh teman-teman di Diploma III Desain Komunikasi Vis ual yang tidak dapat
penulis sebutkan satu per satu, namun keberadaan kalian telah mengukir kenangan dalam
benak penulis.
Akhirnya, penulis menyadari bahwa tanpa dukungan dari semuanya, Tugas Akhir ini tidak
akan pernah selesai. Penulis tidak dapat berbuat banyak untuk membalas jasa kalian semua,
semoga Allah SWT yang akan memberikan balasannya. Sekali lagi penulis mengucapkan
terima kasih.
Surakarta, 12 Juli 2013
Penulis
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DAFTAR ISI
Halaman
HALAMAN JUDUL ..................................................................................................i
HALAMAN PERSETUJUAN ..................................................................................ii
HALAMAN PENGESAHAN ....................................................................................iii
HALAMAN MOTTO ................................................................................................iv
HALAMAN PERSEMBAHAN ................................................................................v
KATA PENGANTAR ................................................................................................vi
DAFTAR ISI ...............................................................................................................viii
DAFTAR GAMBAR ..................................................................................................x
BAB I PENDAHULUAN ..........................................................................................1
A. Latar Belakang Masalah ......................................................................1
B. Perumusan Masalah .............................................................................3
C. Tujuan Perancangan .............................................................................3
BAB II IDENTIFIKASI DATA ...............................................................................4
A. Latar Belakang .....................................................................................4
1. Data Perusahaan ..............................................................................4
2. Sejarah Perusahaan .........................................................................4
3. Struktur Organisasi ........................................................................5
4. Deskripsi Logo Chrven ..................................................................6
5. Promosi yang pernah dilakukan .....................................................9
B. Data Produk .........................................................................................12
C. Unique Selling Proposition (USP) ........................................................15
D. Target ...................................................................................................16
1. Target Market & Target Audience ..................................................16
2. Target Visual...................................................................................17
E. Kompetitor ...........................................................................................19
1. Seize ................................................................................................19
2. Wadezig! .........................................................................................24
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BAB III KONSEP PERANCANGAN ...................................................................27
A. Konsep Karya .......................................................................................27
B. Konsep Perancangan ............................................................................28
1. Deskripsi Logo ...............................................................................38
2. Graphic Standart Manual ..............................................................41
C. Teknik Pelaksanaan ..............................................................................43
D. Perancangan Media ...............................................................................43
1. Corporate Identity ..........................................................................44
2. Marketing Tools ..............................................................................51
3. Merchandising ................................................................................54
BAB IV VISUALISASI KARYA ............................................................................57
A. Corporate Identity ................................................................................57
1. Signage System ...............................................................................57
2. Business Stationery ........................................................................58
B. Marketing Tools ...................................................................................72
1. Media Online ..................................................................................72
2. Media Offline .................................................................................75
3. Above The Line Media ...................................................................76
C. Merchandising ......................................................................................78
BAB V PENUTUP .....................................................................................................82
A. Kesimpulan ..........................................................................................82
B. Saran ....................................................................................................83
DAFTAR PUSTAKA
commit to user
ix
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DAFTAR GAMBAR
Halaman
Gambar 1: Logo “Chrven” ...........................................................................................9
Gambar 2: Hang Tag “Chrven” ....................................................................................9
Gambar 3: Sticker “Chrven” .........................................................................................10
Gambar 4: Twitter “Chrven” .........................................................................................10
Gambar 5: Facebook “Chrven” ....................................................................................11
Gambar 6: Tumblr “Chrven” ........................................................................................11
Gambar 7: Bene Shirt “Chrven” ...................................................................................12
Gambar 8: Rodov Shirt “Chrven” .................................................................................12
Gambar 9: Mil Shirt “Chrven” ......................................................................................13
Gambar 10: Losh Shirt “Chrven” .................................................................................13
Gambar 11: Divi Shirt “Chrven” ..................................................................................14
Gambar 12: Smel Denim “Chrven” ..............................................................................14
Gambar 13: Owles Chinos “Chrven” ............................................................................15
Gambar 14: Video Lookbook Summer 2012 “Seize” ....................................................21
Gambar 15: Website “Seize” www.seizestreetwear.com ..............................................22
Gambar 16: Foto produk “Seize” ( S/S 2013 ) .............................................................23
Gambar 17: Foto Produk “Seize” (AFTER DISC) .......................................................23
Gambar 18: Foto Produk “Seize” (PASTE UP TEES) .................................................23
Gambar 19: Website “Wadezig!” www.wadezig.com .................................................25
Gambar 20: Foto produk “Wadezig!” ...........................................................................26
LAMPIRAN
commit to user
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digilib.uns.ac.id
PENGANTAR TUGAS AKHIR
PERANCANGAN MEDIA PROMOSI “CHRVEN”
MELALUI DESAIN KOMUNIKASI VISUAL
Diajukan sebagai Syarat
Untuk Menempuh Ujian Tugas Akhir Guna Mencapai Gelar Ahli Madya D3 Desain
Komunikasi Visual
Oleh :
DWI ARIF NURRACHMAN W
C9509034
PROGRAM STUDI D3 DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENIRUPA
UNIVERSITAS SEBELAS MARET
2013 to user
commit
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
ii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iii
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
“If you believe in yourself, anything is possible”
( Dwi
Arif NtoWuser
)
commit
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Karya Tugas Akhir ini penulis persembahkan
kepada orang tua dan keluarga tercinta
commit to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Dengan memanjatkan puji syukur kehadirat Allah SWT atas segala anugerah, rahmat
dan hidayah-Nya, sehingga penulis dapat menyelesaikan tugas akhir ini dengan tema
”PERANCANGAN MEDIA PROMOSI ”CHRVEN”MELALUI DESAIN KOMUNIKASI
VISUAL”. Tugas akhir ini disusun guna memenuhi syarat dalam meraih gelar Ahli Madya
Diploma III Jurusan Desain Komunikasi Visual, Fakultas Sastra dan Seni Rupa, Universitas
Sebelas Maret Surakarta.
Pada kesempatan ini, dengan segenap kerendahan hati penulis ingin mengucapkan
terima kasih yang sebesar-besarnya kepada;
1.
Drs. Riyadi Santosa, M. Ed., Ph. D. selaku Dekan Fakultas Sastra dan Seni Rupa
Universitas Sebelas Maret.
2.
Drs. Ahmad Adib, M.Hum., Ph.D. selaku Ketua Program Studi Diploma III Desain
Komunikasi Visual beserta dosen dan segenap karyawan.
3.
I Gusti Ngurah Tri M., S.Sn., M.Sn. selaku Dosen Pembimbing I yang telah bersedia
meluangkan waktu dan pikiran ditengah-tengah kesibukannya, dalam memberikan
arahan, sharing dan bimbingannya kepada penulis selama ini.
4.
Salim Ahmadi, S.Pd. selaku Dosen Pembimbing II atas segala kemudahan waktu dalam
setiap konsultasi dan bimbingan selama penulis mengerjakan tugas akhir.
5.
Triyatno Wisnu Harjono selaku owner “Chrven” atas segala bantuan, sharing dan
semangat kepada penulis untuk dapat menyelesaikan tugas akhir ini.
6.
Seluruh Staff Tata Usaha dan segenap karyawan D3 Desain Komunikasi Visual atas
segala kemudahannya dalam setiap pengurusan dan administrasi.
commit to user
vi
perpustakaan.uns.ac.id
7.
digilib.uns.ac.id
Seluruh teman-teman di Diploma III Desain Komunikasi Vis ual yang tidak dapat
penulis sebutkan satu per satu, namun keberadaan kalian telah mengukir kenangan dalam
benak penulis.
Akhirnya, penulis menyadari bahwa tanpa dukungan dari semuanya, Tugas Akhir ini tidak
akan pernah selesai. Penulis tidak dapat berbuat banyak untuk membalas jasa kalian semua,
semoga Allah SWT yang akan memberikan balasannya. Sekali lagi penulis mengucapkan
terima kasih.
Surakarta, 12 Juli 2013
Penulis
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
Halaman
HALAMAN JUDUL ..................................................................................................i
HALAMAN PERSETUJUAN ..................................................................................ii
HALAMAN PENGESAHAN ....................................................................................iii
HALAMAN MOTTO ................................................................................................iv
HALAMAN PERSEMBAHAN ................................................................................v
KATA PENGANTAR ................................................................................................vi
DAFTAR ISI ...............................................................................................................viii
DAFTAR GAMBAR ..................................................................................................x
BAB I PENDAHULUAN ..........................................................................................1
A. Latar Belakang Masalah ......................................................................1
B. Perumusan Masalah .............................................................................3
C. Tujuan Perancangan .............................................................................3
BAB II IDENTIFIKASI DATA ...............................................................................4
A. Latar Belakang .....................................................................................4
1. Data Perusahaan ..............................................................................4
2. Sejarah Perusahaan .........................................................................4
3. Struktur Organisasi ........................................................................5
4. Deskripsi Logo Chrven ..................................................................6
5. Promosi yang pernah dilakukan .....................................................9
B. Data Produk .........................................................................................12
C. Unique Selling Proposition (USP) ........................................................15
D. Target ...................................................................................................16
1. Target Market & Target Audience ..................................................16
2. Target Visual...................................................................................17
E. Kompetitor ...........................................................................................19
1. Seize ................................................................................................19
2. Wadezig! .........................................................................................24
commit to user
viii
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digilib.uns.ac.id
BAB III KONSEP PERANCANGAN ...................................................................27
A. Konsep Karya .......................................................................................27
B. Konsep Perancangan ............................................................................28
1. Deskripsi Logo ...............................................................................38
2. Graphic Standart Manual ..............................................................41
C. Teknik Pelaksanaan ..............................................................................43
D. Perancangan Media ...............................................................................43
1. Corporate Identity ..........................................................................44
2. Marketing Tools ..............................................................................51
3. Merchandising ................................................................................54
BAB IV VISUALISASI KARYA ............................................................................57
A. Corporate Identity ................................................................................57
1. Signage System ...............................................................................57
2. Business Stationery ........................................................................58
B. Marketing Tools ...................................................................................72
1. Media Online ..................................................................................72
2. Media Offline .................................................................................75
3. Above The Line Media ...................................................................76
C. Merchandising ......................................................................................78
BAB V PENUTUP .....................................................................................................82
A. Kesimpulan ..........................................................................................82
B. Saran ....................................................................................................83
DAFTAR PUSTAKA
commit to user
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Halaman
Gambar 1: Logo “Chrven” ...........................................................................................9
Gambar 2: Hang Tag “Chrven” ....................................................................................9
Gambar 3: Sticker “Chrven” .........................................................................................10
Gambar 4: Twitter “Chrven” .........................................................................................10
Gambar 5: Facebook “Chrven” ....................................................................................11
Gambar 6: Tumblr “Chrven” ........................................................................................11
Gambar 7: Bene Shirt “Chrven” ...................................................................................12
Gambar 8: Rodov Shirt “Chrven” .................................................................................12
Gambar 9: Mil Shirt “Chrven” ......................................................................................13
Gambar 10: Losh Shirt “Chrven” .................................................................................13
Gambar 11: Divi Shirt “Chrven” ..................................................................................14
Gambar 12: Smel Denim “Chrven” ..............................................................................14
Gambar 13: Owles Chinos “Chrven” ............................................................................15
Gambar 14: Video Lookbook Summer 2012 “Seize” ....................................................21
Gambar 15: Website “Seize” www.seizestreetwear.com ..............................................22
Gambar 16: Foto produk “Seize” ( S/S 2013 ) .............................................................23
Gambar 17: Foto Produk “Seize” (AFTER DISC) .......................................................23
Gambar 18: Foto Produk “Seize” (PASTE UP TEES) .................................................23
Gambar 19: Website “Wadezig!” www.wadezig.com .................................................25
Gambar 20: Foto produk “Wadezig!” ...........................................................................26
LAMPIRAN
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