Perancangan Promosi Kerupuk kendal Sebagai Brand Image Kabupaten Kendal Melalui 'Festival Kerupuk Kendal' Halaman Awal
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PEN
NGANTAR KARYA
K
TU
UGAS AKH
HIR
PERANCAN
NGAN PRO
OMOSI KERUPUK
K
K KENDA
AL
SEB
BAGAI BRAND
B
IM
MAGE KABUPATEN
N KENDA
AL
M
MELALUI
I “FESTIV
VAL KER
RUPUK KENDAL”
K
Diaju
ukan sebagaai prasyaratt untuk men
nempuh ujiaan Tugas Ak
khir
guna mencapai
m
Geelar Ahli Maadya Diplom
ma III
Ju
urusan Desaain Komuniikasi Visuall
Disusun Oleh :
JUNDINA
A IZZATI AL
A WAFI
C9511049
DIPLOMA
D
A III DESA
AIN KOM
MUNIKASII VISUAL
L
FAKUL
LTAS SASTRA DA
AN SENI RUPA
R
UNIVERSITA
AS SEBEL
LAS MAR
RET
SUR
RAKART
TA
2015
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PERSETUJUAN
Konsep Karya Tugas Akhir Dengan Judul
PERANCANGAN PROMOSI KERUPUK KENDAL
SEBAGAI BRAND IMAGE KABUPATEN KENDAL
MELALUI “FESTIVAL KERUPUK KENDAL”
Disetujui untuk dipertahankan dihadapan Dewan Penguji
Pembimbing Tugas Akhir I
Pembimbing Tugas Akhir II
Hermansyah Muttaqin, S.sn, M.sn
NIP. 197111152006041001
I. Gusti Ngurah Tri M, S.Sn, M.Sn
NIP.
Mengetahui
Koordinator Tugas Akhir
Drs. Ahmad Adib M. Hum, Ph.D.
NIP. 196207081992031001
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PENGESAHAN
Pengantar Karya Tugas Akhir
Telah diterima dan disetujui oleh Panitia Tugas Akhir
Pada tanggal, 20 Januari 2015
Panitia Penguji
Ketua Sidang Tugas Akhir
Yayan Suherlan S.Sn, M.Sn
NIP. 196707172003121001
(…………………….)
Sekretaris Sidang Tugas Akhir
Sayid Mataram S.sn, M.sn
NIP.
(…………………….)
Pembimbing Tugas Akhir I
Hermansyah Muttaqin, S.sn, M.sn
NIP. 197111152006041001
(…………………….)
Pembimbing Tugas Akhir II
I. Gusti Ngurah Tri M, S.Sn, M.Sn
NIP.
(…………………….)
Mengetahui
Dekan Fakultas Saatra dan Seni Rupa
Ketua Program
D3 Desain Komunikasi Visual FSSR
Drs. Riyadi Santosa, M.Ed., Ph.D
NIP. 196003281986011001
Drs. Ahmad Adib, M. Hum, Ph.D
NIP. 196207081992031001
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MOTTO
“ Fainnamaal usri yusro, Inna maal usri yusro”
Karena sesungguhnya sesudah kesulitan itu ada kemudahan
sesungguhnya sesudah kesulitan itu ada kemudahan
( QS. Al Insyirah : 5-6 )
Sejarah selalu terukir dari kebijaksanaan orang tua dan semangat pemuda. Buatlah
jalan menuju zaman baru, pemuda generasi selanjutnya!
( Donten Ni Warau )
“ No matter the hardship we face, we are togehter with everyone
Stay positive, keep your smile ”
( Hey! Say! Jump! )
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PERSEMBAHAN
Tugas Akhir ini penulis persembahkan bagi
Kedua orang tua yang senantiasa memberikan dukungan dan doanya
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KATA PENGANTAR
Puji syukur penulis panjatkan kehadirat Allah SWT atas segala limpahan
berkah, karunia dan rahmat-Nya yang telah diberikan kepada penulis, sehingga
penulis dapat menyelesaikan Tugas Akhir yang berjudul PERANCANGAN
PROMOSI
KERUPUK
KENDAL
SEBAGAI
BRAND
IMAGE
KABUPATEN KENDAL MELALUI “FESTIVAL KERUPUK KENDAL”.
Adapun Tugas Akhir ini disusun guna mencapai gelar Ahli Madya
Diploma III program studi D III Desain Komunikasi Visual Fakultas Sastra dan
Seni Rupa Universitas Sebelas Maret Surakarta.
Di dalam penulisan Tugas Akhir ini banyak sekali pihak yang memberikan
dorongan, support serta bantuan kedapa penulis. Maka dengan ini penulis ingin
mengucapkan terimakasih kepada:
1.
Drs. Riyadi Santosa, M.Ed., Ph.D. Selaku Dekan Fakultas Sastra dan Seni
Rupa Universitas Sebelas Maret Surakarta.
2.
Drs. Ahmad Adib, M.Hum, Ph.D selaku Ketua Program Studi D3 Desain
Komunikasi Visual Fakultas Sastra dan Seni Rupa Universitas Sebelas Maret
Surakarta.
3.
Hermansyah Muttaqin, S.sn, M.sn selaku pembimbing Tugas Akhir I.
4.
I Gusti Ngurah Tri Marutama, S.sn, M.sn selaku pembimbing Tugas Akhir II.
5.
Segenap bapak dan ibu dosen jurusan D3 Desain Komunikasi Visual Fakultas
Sastra dan Seni Rupa Universitas Sebelas Maret Surakarta yang telah
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memberikan pengetahuan serta pengalamannya kepada penulis selama belajar
di kampus sehingga dapat menjadi bekal untuk menghadapi dunia kerja kelak.
6.
Bapak Laksono dan Bapak Joko selaku petugas Tata Usaha yang telah turut
memberikan bantuan.
7.
Dinas Kebudayaan dan Pariwisata serta Dinas Koperasi dan Usaha Mikro,
Kecil dan Menengah Kabupaten Kendal yang telah memberikan izin dan
kesempatan kepada penulis untuk melakukan pendataan yang berkaitan
dengan Tugas Akhir yang diangkat.
Namun tidak lepas dari semua itu, penulis menyadari sepenuhnya bahwa
dalam penyusunan laporan ini masih jauh dari sempurna. Ada kekurangan baik
dari segi penyusun bahasanya maupun segi lainnya. Hal ini deikarenakan
keterbatasan pengetahuan kemampuan dan pengalaman yang penulis miliki. Oleh
karena itu dengan lapang dada dan tangan terbuka kami membuka selebarlebarnya bagi pembaca yang ingin memberikan saran dan kritik yang membangun.
Akhirnya penyusun mengharapkan semoga dari Tugas Akhir ini dapat
memberikan manfaatnya sehingga dapat memberikan inpirasi terhadap pembaca.
Surakarta, 20 Januari 2015
Penulis
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DAFTAR ISI
HALAMAN JUDUL .........................................................................................
i
HALAMAN PENGESAHAN ...........................................................................
ii
MOTTO ............................................................................................................. iii
PERSEMBAHAN.............................................................................................. iv
KATA PENGANTAR .......................................................................................
v
DAFTAR ISI ...................................................................................................... viii
BAB I PENDAHULUAN ..................................................................................
1
A. Latar belakang .........................................................................................
1
B. Rumusan Masalah ...................................................................................
3
C. Tujuan .....................................................................................................
3
BAB II IDENTIFIKASI DAN ANALISIS DATA .........................................
4
A. Identifikasi Data Objek ...........................................................................
4
1. Kabupaten Kendal ............................................................................
4
a. Sejarah ........................................................................................
4
b. Visi dan Misi Kabupaten Kendal ................................................
7
c. Geografis .................................................................................... 12
d. Sosial Budaya ............................................................................. 13
1) Demografi ............................................................................ 13
2) Ketenagakerjaan ................................................................... 14
3) Kesehatan ............................................................................. 14
4) Pendidikan ............................................................................ 15
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5) Kesejahteraan Sosial ............................................................ 15
2. Event Kabupaten Kendal .................................................................. 17
a. Kendal Expo ............................................................................... 17
1) Tempat ................................................................................. 18
2) Pameran ................................................................................ 19
b. Kendal Herritage Festival .......................................................... 20
1) Dasar Pemikiran ................................................................... 20
2) Dasar Kegiatan ..................................................................... 20
3) Tema Kegiatan ..................................................................... 20
4) Landasan Filosufi ................................................................. 21
5) Tujuan Kegiatan ................................................................... 22
6) Sasaran Kegiatan ................................................................... 22
7) Bentuk Kegiatan ................................................................... 23
8) Peserta Kegiatan ................................................................... 23
9) Waktu Pelaksanaan .............................................................. 24
3. Dinas Kebudayaan dan Pariwisata Kabupaten Kendal .................... 25
a. Kedudukan ................................................................................. 25
b. Tugas Pokok dan Fungsi ............................................................ 25
c. Visi dan Misi .............................................................................. 25
d. Potensi Wisata ............................................................................ 26
1) Wisata Alam ......................................................................... 26
2) Wisata Minat Khusus ........................................................... 27
3) Monumen ............................................................................. 28
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4) Sejarah .................................................................................. 28
5) Kesenian ............................................................................... 29
a) Rodat / Kuntulan ............................................................ 29
b) Srandul ........................................................................... 29
c) Rampek .......................................................................... 29
d) Barongan ........................................................................ 29
e) Opak Abang ................................................................... 30
f) Kuda Kepang .................................................................. 31
4. Dinas Koperasi dan Usaha Mikro, Kecil dan Menengah Kabupaten
Kendal .............................................................................................. 31
a. Visi dan Misi Dinas Koperasi dan UMKM ............................... 31
b. Tugas Pokok dan Fungsi ............................................................ 32
c. Dasar Hukum ............................................................................. 32
d. Kedudukan ................................................................................. 32
e. Pendataan Sentra ........................................................................ 32
f. Data Spesifik UKM .................................................................... 41
1) Sijeruk .................................................................................. 41
2) Sikopek ................................................................................. 44
3) Pegandon .............................................................................. 47
B. Komparasi ............................................................................................... 49
1. Festival Jenang Solo ......................................................................... 49
a. Deskripsi Singkat ....................................................................... 49
b. Kegiatan ..................................................................................... 51
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c. Promosi yang telah dilakukan .................................................... 51
1) Billboard .............................................................................. 51
2) Poster .................................................................................... 52
3) Facebook .............................................................................. 53
4) Website Event Solo ................................................................ 53
5) Umbul-umbul dan Flagchain ............................................... 54
6) Gapura Selamat Datang ........................................................ 54
d. Strength / Kekuatan .................................................................... 54
e. Weakness / Kelemahan ............................................................... 55
2. Festival Rujak Uleg Surabaya .......................................................... 55
a. Deskripsi Singkat ....................................................................... 55
b. Kegiatan ..................................................................................... 56
c. Promosi yang telah dilakukan .................................................... 57
1) Poster .................................................................................... 57
2) Facebook .............................................................................. 58
3) Website Resmi Pemerintah Kota Surabaya .......................... 58
4) Backdrop .............................................................................. 59
5) Spanduk ................................................................................ 59
d. Strength / Kekuatan .................................................................... 59
e. Weakness / Kelemahan ............................................................... 60
BAB III KONSEP PERANCANGAN ............................................................. 62
A. Metode Perancangan ............................................................................... 62
B. Strategi Kreatif ........................................................................................ 63
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1. Pendekatan Pesan ............................................................................. 64
a. Bentuk Pesan .............................................................................. 64
b. Gaya Pesan ................................................................................. 65
2. Big Idea
......................................................................................... 65
a. Dasar Pemikiran ......................................................................... 66
b. Dasar Kegiatan ........................................................................... 66
c. Identifikasi Kegiatan Festival .................................................... 66
1) Tema Kegiatan ..................................................................... 66
2) Nama Kegiatan ..................................................................... 67
3) Bentuk Kegiatan ................................................................... 68
a) Rangkaian Acara ............................................................. 68
b) Stand Proses Pembuatan Kerupuk ................................. 69
c) Exhibition Stand ............................................................. 69
d) Hiburan ........................................................................... 69
e) Koordinasi Acara ........................................................... 69
C. Target .............................................................................................................. 71
1. Target Market ................................................................................... 71
a. Segmentasi Geografis ................................................................. 71
b. Segmentasi Demografis ............................................................. 71
2. Target Audience ............................................................................... 71
a. Segmentasi Geografis ................................................................. 71
b. Segmentasi Demografis ............................................................. 71
c. Segmentasi Psikografis .............................................................. 72
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3. Target Visual .................................................................................... 72
a. Media Lini Atas .......................................................................... 72
b. Media Lini Bawah ...................................................................... 72
D. Strategi Visual ........................................................................................ 75
1. Strategi Visual Secara Umum .......................................................... 75
2. Strategi Visual Verbal ...................................................................... 76
a. Kepala Berita (Headline) ........................................................... 76
b. Teks (Bodycopy) ......................................................................... 77
c. Kalimat Dasar (Baseline) ............................................................ 77
d. Slogan (Tagline) ......................................................................... 78
3. Strategi Visual Non Verbal .............................................................. 79
a. Konsep Logo .............................................................................. 79
1) Proses Pembuatan Logo ....................................................... 79
2) Bentuk Dasar Logo .............................................................. 80
3) Makna Logo ......................................................................... 81
4) Color Guide .......................................................................... 82
5) Tipografi ............................................................................... 83
6) Konfigurasi Ukuran .............................................................. 84
7) Grid ...................................................................................... 85
8) Clear Area ............................................................................ 85
9) Skala ..................................................................................... 86
10) Logo Grayscale .................................................................... 87
11) Logo Black ........................................................................... 87
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12) Logo White ........................................................................... 87
13) Larangan logo ....................................................................... 88
14) Background control .............................................................. 89
15) Larangan penempatan warna ................................................ 90
b. Ilustrasi ....................................................................................... 91
c. Tipografi ..................................................................................... 92
1) Love is complicated again .................................................... 92
2) Littlebird ............................................................................... 93
3) Arial Rounded MT Bold ....................................................... 93
d. Warna ......................................................................................... 94
1) Magenta ................................................................................ 95
2) Merah Muda ......................................................................... 95
3) Deep Yellow ......................................................................... 96
4) Putih ..................................................................................... 96
5) Abu-abu ................................................................................ 97
6) Biru ....................................................................................... 97
e. Layout / Tata Letak .................................................................... 98
1) Sircus Layout ........................................................................ 99
2) Shilhoutte Layout ................................................................. 99
E. Teknik Pelaksanaan ................................................................................ 100
1. Logo........... ....................................................................................... 100
2. Media Lini Atas ................................................................................ 101
a. Billboard ............................................................................................. 101
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b. Iklan Koran ................................................................................. 102
3. Media Lini Bawah ............................................................................ 103
a. Poster .......................................................................................... 103
b. Flyer ........................................................................................... 104
c. Spanduk ...................................................................................... 104
d. X-banner ..................................................................................... 105
e. Backdrop .................................................................................... 106
f. Tiket Masuk ............................................................................... 106
g. Tiket Restribusi Parkir ............................................................... 107
h. Gapura Selamat Datang .............................................................. 107
i. Papan Nama Stand ..................................................................... 108
j. Papan Nama Jinjing .................................................................... 108
k. Uniform (Seragam) ..................................................................... 109
l. Umbul-umbul ............................................................................. 109
m. Flagchain ................................................................................... 109
n. Vandel Untuk Pemenang ............................................................ 110
o. Piagam Untuk Pemenang ........................................................... 110
p. Stationary ................................................................................... 110
1) Letter Head / Kop Surat ....................................................... 110
2) Envelope / Amplop ............................................................... 111
3) Invitation / Undangan ........................................................... 112
4) ID Card Panitia .................................................................... 112
5) Co Card Peserta Lomba ....................................................... 112
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q. Merchandise ............................................................................... 113
1) Toples ................................................................................... 113
2) Piring .................................................................................... 113
3) Kaos ...................................................................................... 114
4) Topi ...................................................................................... 115
5) Sothil .................................................................................... 115
6) Baki / Nampan ...................................................................... 116
7) Paper Bag ............................................................................. 116
r. Media Digital ............................................................................. 117
1) Web Banner .......................................................................... 117
2) Facebook .............................................................................. 118
3) Twitter .................................................................................. 118
BAB IV VISUALISASI KARYA ..................................................................... 119
A. Media Lini Atas ................................................................................................. 119
1. Billboard ............................................................................................. 119
2. Iklan Koran ......................................................................................... 120
B. Media Lini Bawah ..................................................................................... 121
1. Poster ................................................................................................... 121
2. Flyer .................................................................................................... 122
3. Spanduk ............................................................................................... 123
4. X-banner .............................................................................................. 124
5. Backdrop ............................................................................................. 125
6. Tiket Masuk ........................................................................................ 126
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7. Tiket Restribusi Parkir ........................................................................ 127
8. Gapura Selamat Datang ....................................................................... 128
9. Papan Nama Stand .............................................................................. 129
10. Papan Nama Jinjing ............................................................................ 130
11. Uniform ............................................................................................... 131
12. Umbul-umbul ...................................................................................... 132
13. Flagchain ............................................................................................ 133
14. Vandel Untuk Pemenang .................................................................... 134
15. Piagam Untuk Pemenang .................................................................... 135
16. Stationary ............................................................................................ 136
a. Letter Head / Kop Surat ................................................................ 136
b. Envelope / Amplop ........................................................................ 137
c. Invitation / Undangan .................................................................... 138
d. ID Card Panitia ............................................................................. 139
e. Co Card Peserta Lomba ................................................................ 140
17. Merchandise ........................................................................................ 141
a. Toples ............................................................................................ 141
b. Piring ............................................................................................. 142
c. Kaos .............................................................................................. 143
d. Topi ............................................................................................... 144
e. Sothil ............................................................................................. 145
f. Baki / Nampan .............................................................................. 146
g. Paper Bag ..................................................................................... 147
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18. Media Digital ...................................................................................... 148
a. Web Banner ................................................................................... 148
b. Facebook ....................................................................................... 149
c. Twitter ........................................................................................... 150
BAB V PENUTUP ............................................................................................ 151
A. Kesimpulan ............................................................................................... 151
B. Saran .......................................................................................................... 153
DAFTAR PUSTAKA
LAMPIRAN
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PEN
NGANTAR KARYA
K
TU
UGAS AKH
HIR
PERANCAN
NGAN PRO
OMOSI KERUPUK
K
K KENDA
AL
SEB
BAGAI BRAND
B
IM
MAGE KABUPATEN
N KENDA
AL
M
MELALUI
I “FESTIV
VAL KER
RUPUK KENDAL”
K
Diaju
ukan sebagaai prasyaratt untuk men
nempuh ujiaan Tugas Ak
khir
guna mencapai
m
Geelar Ahli Maadya Diplom
ma III
Ju
urusan Desaain Komuniikasi Visuall
Disusun Oleh :
JUNDINA
A IZZATI AL
A WAFI
C9511049
DIPLOMA
D
A III DESA
AIN KOM
MUNIKASII VISUAL
L
FAKUL
LTAS SASTRA DA
AN SENI RUPA
R
UNIVERSITA
AS SEBEL
LAS MAR
RET
SUR
RAKART
TA
2015
i
commit to user
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PERSETUJUAN
Konsep Karya Tugas Akhir Dengan Judul
PERANCANGAN PROMOSI KERUPUK KENDAL
SEBAGAI BRAND IMAGE KABUPATEN KENDAL
MELALUI “FESTIVAL KERUPUK KENDAL”
Disetujui untuk dipertahankan dihadapan Dewan Penguji
Pembimbing Tugas Akhir I
Pembimbing Tugas Akhir II
Hermansyah Muttaqin, S.sn, M.sn
NIP. 197111152006041001
I. Gusti Ngurah Tri M, S.Sn, M.Sn
NIP.
Mengetahui
Koordinator Tugas Akhir
Drs. Ahmad Adib M. Hum, Ph.D.
NIP. 196207081992031001
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PENGESAHAN
Pengantar Karya Tugas Akhir
Telah diterima dan disetujui oleh Panitia Tugas Akhir
Pada tanggal, 20 Januari 2015
Panitia Penguji
Ketua Sidang Tugas Akhir
Yayan Suherlan S.Sn, M.Sn
NIP. 196707172003121001
(…………………….)
Sekretaris Sidang Tugas Akhir
Sayid Mataram S.sn, M.sn
NIP.
(…………………….)
Pembimbing Tugas Akhir I
Hermansyah Muttaqin, S.sn, M.sn
NIP. 197111152006041001
(…………………….)
Pembimbing Tugas Akhir II
I. Gusti Ngurah Tri M, S.Sn, M.Sn
NIP.
(…………………….)
Mengetahui
Dekan Fakultas Saatra dan Seni Rupa
Ketua Program
D3 Desain Komunikasi Visual FSSR
Drs. Riyadi Santosa, M.Ed., Ph.D
NIP. 196003281986011001
Drs. Ahmad Adib, M. Hum, Ph.D
NIP. 196207081992031001
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MOTTO
“ Fainnamaal usri yusro, Inna maal usri yusro”
Karena sesungguhnya sesudah kesulitan itu ada kemudahan
sesungguhnya sesudah kesulitan itu ada kemudahan
( QS. Al Insyirah : 5-6 )
Sejarah selalu terukir dari kebijaksanaan orang tua dan semangat pemuda. Buatlah
jalan menuju zaman baru, pemuda generasi selanjutnya!
( Donten Ni Warau )
“ No matter the hardship we face, we are togehter with everyone
Stay positive, keep your smile ”
( Hey! Say! Jump! )
iv
commit to user
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PERSEMBAHAN
Tugas Akhir ini penulis persembahkan bagi
Kedua orang tua yang senantiasa memberikan dukungan dan doanya
v
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KATA PENGANTAR
Puji syukur penulis panjatkan kehadirat Allah SWT atas segala limpahan
berkah, karunia dan rahmat-Nya yang telah diberikan kepada penulis, sehingga
penulis dapat menyelesaikan Tugas Akhir yang berjudul PERANCANGAN
PROMOSI
KERUPUK
KENDAL
SEBAGAI
BRAND
IMAGE
KABUPATEN KENDAL MELALUI “FESTIVAL KERUPUK KENDAL”.
Adapun Tugas Akhir ini disusun guna mencapai gelar Ahli Madya
Diploma III program studi D III Desain Komunikasi Visual Fakultas Sastra dan
Seni Rupa Universitas Sebelas Maret Surakarta.
Di dalam penulisan Tugas Akhir ini banyak sekali pihak yang memberikan
dorongan, support serta bantuan kedapa penulis. Maka dengan ini penulis ingin
mengucapkan terimakasih kepada:
1.
Drs. Riyadi Santosa, M.Ed., Ph.D. Selaku Dekan Fakultas Sastra dan Seni
Rupa Universitas Sebelas Maret Surakarta.
2.
Drs. Ahmad Adib, M.Hum, Ph.D selaku Ketua Program Studi D3 Desain
Komunikasi Visual Fakultas Sastra dan Seni Rupa Universitas Sebelas Maret
Surakarta.
3.
Hermansyah Muttaqin, S.sn, M.sn selaku pembimbing Tugas Akhir I.
4.
I Gusti Ngurah Tri Marutama, S.sn, M.sn selaku pembimbing Tugas Akhir II.
5.
Segenap bapak dan ibu dosen jurusan D3 Desain Komunikasi Visual Fakultas
Sastra dan Seni Rupa Universitas Sebelas Maret Surakarta yang telah
vi
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
memberikan pengetahuan serta pengalamannya kepada penulis selama belajar
di kampus sehingga dapat menjadi bekal untuk menghadapi dunia kerja kelak.
6.
Bapak Laksono dan Bapak Joko selaku petugas Tata Usaha yang telah turut
memberikan bantuan.
7.
Dinas Kebudayaan dan Pariwisata serta Dinas Koperasi dan Usaha Mikro,
Kecil dan Menengah Kabupaten Kendal yang telah memberikan izin dan
kesempatan kepada penulis untuk melakukan pendataan yang berkaitan
dengan Tugas Akhir yang diangkat.
Namun tidak lepas dari semua itu, penulis menyadari sepenuhnya bahwa
dalam penyusunan laporan ini masih jauh dari sempurna. Ada kekurangan baik
dari segi penyusun bahasanya maupun segi lainnya. Hal ini deikarenakan
keterbatasan pengetahuan kemampuan dan pengalaman yang penulis miliki. Oleh
karena itu dengan lapang dada dan tangan terbuka kami membuka selebarlebarnya bagi pembaca yang ingin memberikan saran dan kritik yang membangun.
Akhirnya penyusun mengharapkan semoga dari Tugas Akhir ini dapat
memberikan manfaatnya sehingga dapat memberikan inpirasi terhadap pembaca.
Surakarta, 20 Januari 2015
Penulis
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DAFTAR ISI
HALAMAN JUDUL .........................................................................................
i
HALAMAN PENGESAHAN ...........................................................................
ii
MOTTO ............................................................................................................. iii
PERSEMBAHAN.............................................................................................. iv
KATA PENGANTAR .......................................................................................
v
DAFTAR ISI ...................................................................................................... viii
BAB I PENDAHULUAN ..................................................................................
1
A. Latar belakang .........................................................................................
1
B. Rumusan Masalah ...................................................................................
3
C. Tujuan .....................................................................................................
3
BAB II IDENTIFIKASI DAN ANALISIS DATA .........................................
4
A. Identifikasi Data Objek ...........................................................................
4
1. Kabupaten Kendal ............................................................................
4
a. Sejarah ........................................................................................
4
b. Visi dan Misi Kabupaten Kendal ................................................
7
c. Geografis .................................................................................... 12
d. Sosial Budaya ............................................................................. 13
1) Demografi ............................................................................ 13
2) Ketenagakerjaan ................................................................... 14
3) Kesehatan ............................................................................. 14
4) Pendidikan ............................................................................ 15
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5) Kesejahteraan Sosial ............................................................ 15
2. Event Kabupaten Kendal .................................................................. 17
a. Kendal Expo ............................................................................... 17
1) Tempat ................................................................................. 18
2) Pameran ................................................................................ 19
b. Kendal Herritage Festival .......................................................... 20
1) Dasar Pemikiran ................................................................... 20
2) Dasar Kegiatan ..................................................................... 20
3) Tema Kegiatan ..................................................................... 20
4) Landasan Filosufi ................................................................. 21
5) Tujuan Kegiatan ................................................................... 22
6) Sasaran Kegiatan ................................................................... 22
7) Bentuk Kegiatan ................................................................... 23
8) Peserta Kegiatan ................................................................... 23
9) Waktu Pelaksanaan .............................................................. 24
3. Dinas Kebudayaan dan Pariwisata Kabupaten Kendal .................... 25
a. Kedudukan ................................................................................. 25
b. Tugas Pokok dan Fungsi ............................................................ 25
c. Visi dan Misi .............................................................................. 25
d. Potensi Wisata ............................................................................ 26
1) Wisata Alam ......................................................................... 26
2) Wisata Minat Khusus ........................................................... 27
3) Monumen ............................................................................. 28
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4) Sejarah .................................................................................. 28
5) Kesenian ............................................................................... 29
a) Rodat / Kuntulan ............................................................ 29
b) Srandul ........................................................................... 29
c) Rampek .......................................................................... 29
d) Barongan ........................................................................ 29
e) Opak Abang ................................................................... 30
f) Kuda Kepang .................................................................. 31
4. Dinas Koperasi dan Usaha Mikro, Kecil dan Menengah Kabupaten
Kendal .............................................................................................. 31
a. Visi dan Misi Dinas Koperasi dan UMKM ............................... 31
b. Tugas Pokok dan Fungsi ............................................................ 32
c. Dasar Hukum ............................................................................. 32
d. Kedudukan ................................................................................. 32
e. Pendataan Sentra ........................................................................ 32
f. Data Spesifik UKM .................................................................... 41
1) Sijeruk .................................................................................. 41
2) Sikopek ................................................................................. 44
3) Pegandon .............................................................................. 47
B. Komparasi ............................................................................................... 49
1. Festival Jenang Solo ......................................................................... 49
a. Deskripsi Singkat ....................................................................... 49
b. Kegiatan ..................................................................................... 51
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c. Promosi yang telah dilakukan .................................................... 51
1) Billboard .............................................................................. 51
2) Poster .................................................................................... 52
3) Facebook .............................................................................. 53
4) Website Event Solo ................................................................ 53
5) Umbul-umbul dan Flagchain ............................................... 54
6) Gapura Selamat Datang ........................................................ 54
d. Strength / Kekuatan .................................................................... 54
e. Weakness / Kelemahan ............................................................... 55
2. Festival Rujak Uleg Surabaya .......................................................... 55
a. Deskripsi Singkat ....................................................................... 55
b. Kegiatan ..................................................................................... 56
c. Promosi yang telah dilakukan .................................................... 57
1) Poster .................................................................................... 57
2) Facebook .............................................................................. 58
3) Website Resmi Pemerintah Kota Surabaya .......................... 58
4) Backdrop .............................................................................. 59
5) Spanduk ................................................................................ 59
d. Strength / Kekuatan .................................................................... 59
e. Weakness / Kelemahan ............................................................... 60
BAB III KONSEP PERANCANGAN ............................................................. 62
A. Metode Perancangan ............................................................................... 62
B. Strategi Kreatif ........................................................................................ 63
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1. Pendekatan Pesan ............................................................................. 64
a. Bentuk Pesan .............................................................................. 64
b. Gaya Pesan ................................................................................. 65
2. Big Idea
......................................................................................... 65
a. Dasar Pemikiran ......................................................................... 66
b. Dasar Kegiatan ........................................................................... 66
c. Identifikasi Kegiatan Festival .................................................... 66
1) Tema Kegiatan ..................................................................... 66
2) Nama Kegiatan ..................................................................... 67
3) Bentuk Kegiatan ................................................................... 68
a) Rangkaian Acara ............................................................. 68
b) Stand Proses Pembuatan Kerupuk ................................. 69
c) Exhibition Stand ............................................................. 69
d) Hiburan ........................................................................... 69
e) Koordinasi Acara ........................................................... 69
C. Target .............................................................................................................. 71
1. Target Market ................................................................................... 71
a. Segmentasi Geografis ................................................................. 71
b. Segmentasi Demografis ............................................................. 71
2. Target Audience ............................................................................... 71
a. Segmentasi Geografis ................................................................. 71
b. Segmentasi Demografis ............................................................. 71
c. Segmentasi Psikografis .............................................................. 72
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3. Target Visual .................................................................................... 72
a. Media Lini Atas .......................................................................... 72
b. Media Lini Bawah ...................................................................... 72
D. Strategi Visual ........................................................................................ 75
1. Strategi Visual Secara Umum .......................................................... 75
2. Strategi Visual Verbal ...................................................................... 76
a. Kepala Berita (Headline) ........................................................... 76
b. Teks (Bodycopy) ......................................................................... 77
c. Kalimat Dasar (Baseline) ............................................................ 77
d. Slogan (Tagline) ......................................................................... 78
3. Strategi Visual Non Verbal .............................................................. 79
a. Konsep Logo .............................................................................. 79
1) Proses Pembuatan Logo ....................................................... 79
2) Bentuk Dasar Logo .............................................................. 80
3) Makna Logo ......................................................................... 81
4) Color Guide .......................................................................... 82
5) Tipografi ............................................................................... 83
6) Konfigurasi Ukuran .............................................................. 84
7) Grid ...................................................................................... 85
8) Clear Area ............................................................................ 85
9) Skala ..................................................................................... 86
10) Logo Grayscale .................................................................... 87
11) Logo Black ........................................................................... 87
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12) Logo White ........................................................................... 87
13) Larangan logo ....................................................................... 88
14) Background control .............................................................. 89
15) Larangan penempatan warna ................................................ 90
b. Ilustrasi ....................................................................................... 91
c. Tipografi ..................................................................................... 92
1) Love is complicated again .................................................... 92
2) Littlebird ............................................................................... 93
3) Arial Rounded MT Bold ....................................................... 93
d. Warna ......................................................................................... 94
1) Magenta ................................................................................ 95
2) Merah Muda ......................................................................... 95
3) Deep Yellow ......................................................................... 96
4) Putih ..................................................................................... 96
5) Abu-abu ................................................................................ 97
6) Biru ....................................................................................... 97
e. Layout / Tata Letak .................................................................... 98
1) Sircus Layout ........................................................................ 99
2) Shilhoutte Layout ................................................................. 99
E. Teknik Pelaksanaan ................................................................................ 100
1. Logo........... ....................................................................................... 100
2. Media Lini Atas ................................................................................ 101
a. Billboard ............................................................................................. 101
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b. Iklan Koran ................................................................................. 102
3. Media Lini Bawah ............................................................................ 103
a. Poster .......................................................................................... 103
b. Flyer ........................................................................................... 104
c. Spanduk ...................................................................................... 104
d. X-banner ..................................................................................... 105
e. Backdrop .................................................................................... 106
f. Tiket Masuk ............................................................................... 106
g. Tiket Restribusi Parkir ............................................................... 107
h. Gapura Selamat Datang .............................................................. 107
i. Papan Nama Stand ..................................................................... 108
j. Papan Nama Jinjing .................................................................... 108
k. Uniform (Seragam) ..................................................................... 109
l. Umbul-umbul ............................................................................. 109
m. Flagchain ................................................................................... 109
n. Vandel Untuk Pemenang ............................................................ 110
o. Piagam Untuk Pemenang ........................................................... 110
p. Stationary ................................................................................... 110
1) Letter Head / Kop Surat ....................................................... 110
2) Envelope / Amplop ............................................................... 111
3) Invitation / Undangan ........................................................... 112
4) ID Card Panitia .................................................................... 112
5) Co Card Peserta Lomba ....................................................... 112
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q. Merchandise ............................................................................... 113
1) Toples ................................................................................... 113
2) Piring .................................................................................... 113
3) Kaos ...................................................................................... 114
4) Topi ...................................................................................... 115
5) Sothil .................................................................................... 115
6) Baki / Nampan ...................................................................... 116
7) Paper Bag ............................................................................. 116
r. Media Digital ............................................................................. 117
1) Web Banner .......................................................................... 117
2) Facebook .............................................................................. 118
3) Twitter .................................................................................. 118
BAB IV VISUALISASI KARYA ..................................................................... 119
A. Media Lini Atas ................................................................................................. 119
1. Billboard ............................................................................................. 119
2. Iklan Koran ......................................................................................... 120
B. Media Lini Bawah ..................................................................................... 121
1. Poster ................................................................................................... 121
2. Flyer .................................................................................................... 122
3. Spanduk ............................................................................................... 123
4. X-banner .............................................................................................. 124
5. Backdrop ............................................................................................. 125
6. Tiket Masuk ........................................................................................ 126
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7. Tiket Restribusi Parkir ........................................................................ 127
8. Gapura Selamat Datang ....................................................................... 128
9. Papan Nama Stand .............................................................................. 129
10. Papan Nama Jinjing ............................................................................ 130
11. Uniform ............................................................................................... 131
12. Umbul-umbul ...................................................................................... 132
13. Flagchain ............................................................................................ 133
14. Vandel Untuk Pemenang .................................................................... 134
15. Piagam Untuk Pemenang .................................................................... 135
16. Stationary ............................................................................................ 136
a. Letter Head / Kop Surat ................................................................ 136
b. Envelope / Amplop ........................................................................ 137
c. Invitation / Undangan .................................................................... 138
d. ID Card Panitia ............................................................................. 139
e. Co Card Peserta Lomba ................................................................ 140
17. Merchandise ........................................................................................ 141
a. Toples ............................................................................................ 141
b. Piring ............................................................................................. 142
c. Kaos .............................................................................................. 143
d. Topi ............................................................................................... 144
e. Sothil ............................................................................................. 145
f. Baki / Nampan .............................................................................. 146
g. Paper Bag ..................................................................................... 147
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18. Media Digital ...................................................................................... 148
a. Web Banner ................................................................................... 148
b. Facebook ....................................................................................... 149
c. Twitter ........................................................................................... 150
BAB V PENUTUP ............................................................................................ 151
A. Kesimpulan ............................................................................................... 151
B. Saran .......................................................................................................... 153
DAFTAR PUSTAKA
LAMPIRAN
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