Perancangan Ulang Corporate Identity Shoes Laundry Flip Clean Di Surakarta.
KONSEP KARYA TUGAS AKHIR
PERANCANGAN ULANG
CORPORATE IDENTITY SHOES LAUNDRY
FLIP CLEAN DI SURAKARTA
Diajukan Guna Mencapai Gelar Ahli Madya Diploma III
Program Studi Desain Komunikasi Visual
Oleh :
MUHAMMAD AMRULLAH
C9513058
PROGRAM STUDI DIII DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET
SURAKARTA
2016
i
ii
iii
MOTTO
“Even though you're fed up, you gotta keep your head up.”
-Tupac Shakur
iv
PERSEMBAHAN
Karya Tugas Akhir ini penulis persembahkan untuk
Keluarga Tercinta
v
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 ULANG CORPORATE IDENTITY
SHOES LAUNDRY FLIP CLEAN DI SURAKARTA”. Tugas akhir ini disusun
guna memenuhi syarat dalam meraih gelar Ahli Madya Diploma III Jurusan
Desain Komunikasi Visual, Fakultas Seni Rupa dan Desain, Universitas Sebelas
Maret Surakarta.
Pada kesempatan ini, dengan segenap kerendahan hati penulis ingin
mengucapkan terima kasih yang sebesar-besarnya kepada;
1.
Drs. Ahmad Adib, M.Hum., Ph.D. selaku Dekan Fakultas Seni Rupa dan
Desain Universitas Sebelas Maret.
2.
Hermansyah Muttaqin, S.Sn, M.Sn. selaku Ketua Program Studi Diploma III
Desain Komunikasi Visual beserta dosen dan segenap karyawan.
3.
Nidyah Widyamurti, S.Sn, M.Ikom 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.
Hafid Anggara selaku owner “Flip Clean” 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.
7.
Seluruh teman-teman di Diploma III Desain Komunikasi Visual 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
vi
jasa kalian semua, semoga Allah SWT yang akan memberikan balasannya. Sekali
lagi penulis mengucapkan terima kasih.
Surakarta, 30 Mei 2016
Penulis
vii
DAFTAR ISI
HALAMAN JUDUL ..........................................................................................
i
LEMBAR PERSETUJUAN ..............................................................................
ii
LEMBAR PENGESAHAN ................................................................................
iii
MOTTO ..............................................................................................................
iv
PERSEMBAHAN ...............................................................................................
v
KATA PENGANTAR ........................................................................................
vi
DAFTAR ISI .......................................................................................................
viii
DAFTAR GAMBAR .........................................................................................
x
DAFTAR BAGAN ..............................................................................................
xi
DAFTAR TABEL ...............................................................................................
xi
BAB I. PENDAHULUAN ...................................................................................
1
A. Latar Belakang ...................................................................................
1
B. Rumusan Masalah ..............................................................................
2
C. Tujuan Perancangan ...........................................................................
3
BAB II. IDENTIFIKASI DATA ........................................................................
4
A. Data Perusahaan ..................................................................................
4
1. Profil Perusahaan .........................................................................
4
2. Struktur Organisasi ........................................................................
5
3. Logo .............................................................................................
6
4. Corporate Identity .........................................................................
7
B. Data Pelayanan dan Jasa .....................................................................
8
C. Target Market ......................................................................................
9
D. Promosi Yang Pernah Dilakukan ........................................................
10
E. Kompetitor ..........................................................................................
11
1. Shoes And Care .............................................................................
11
2. The Clean Bar................................................................................
13
BAB III. KONSEP PERANCANGAN ..........................................................
16
A. Konsep Kreatif ...................................................................................
16
B. Strategi Kreatif ...................................................................................
17
viii
1. Strategi Visual Secara Umum ......................................................
17
2. Elemen Verbal ...............................................................................
17
3. Strategi Visual Non Verbal ...........................................................
20
C. Target Media ......................................................................................
26
D. Target Audience .................................................................................
40
E. Estimasi Biaya .....................................................................................
40
F. Referensi Perancangan ........................................................................
41
G. Visualisasi Karya ...............................................................................
44
1. Media Utama ................................................................................
44
2. Media Pendukung ..........................................................................
51
3. Merchandise ..................................................................................
66
BAB IV PENUTUP ...........................................................................................
69
DAFTAR PUSTAKA
LAMPIRAN
ix
DAFTAR GAMBAR
Gambar 1 ...............................................................................................................
6
Gambar 2 ...............................................................................................................
7
Gambar 3 ...............................................................................................................
7
Gambar 4 ...............................................................................................................
9
Gambar 5 ...............................................................................................................
9
Gambar 6 ...............................................................................................................
10
Gambar 7 ...............................................................................................................
10
Gambar 8 ...............................................................................................................
10
Gambar 9 ...............................................................................................................
11
Gambar 10 .............................................................................................................
12
Gambar 11 .............................................................................................................
13
Gambar 12 .............................................................................................................
13
Gambar 13 .............................................................................................................
14
Gambar 14 .............................................................................................................
14
Gambar 15 .............................................................................................................
15
Gambar 16 .............................................................................................................
41
Gambar 17 .............................................................................................................
42
Gambar 18 .............................................................................................................
42
Gambar 19 .............................................................................................................
42
Gambar 20 .............................................................................................................
43
Gambar 21 .............................................................................................................
43
x
DAFTAR BAGAN
Bagan 1..................................................................................................................
5
DAFTAR TABEL
Tabel 1 .................................................................................................................
8
Tabel. 2 ................................................................................................................
40
xi
PERANCANGAN ULANG
CORPORATE IDENTITY SHOES LAUNDRY
FLIP CLEAN DI SURAKARTA
Diajukan Guna Mencapai Gelar Ahli Madya Diploma III
Program Studi Desain Komunikasi Visual
Oleh :
MUHAMMAD AMRULLAH
C9513058
PROGRAM STUDI DIII DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET
SURAKARTA
2016
i
ii
iii
MOTTO
“Even though you're fed up, you gotta keep your head up.”
-Tupac Shakur
iv
PERSEMBAHAN
Karya Tugas Akhir ini penulis persembahkan untuk
Keluarga Tercinta
v
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 ULANG CORPORATE IDENTITY
SHOES LAUNDRY FLIP CLEAN DI SURAKARTA”. Tugas akhir ini disusun
guna memenuhi syarat dalam meraih gelar Ahli Madya Diploma III Jurusan
Desain Komunikasi Visual, Fakultas Seni Rupa dan Desain, Universitas Sebelas
Maret Surakarta.
Pada kesempatan ini, dengan segenap kerendahan hati penulis ingin
mengucapkan terima kasih yang sebesar-besarnya kepada;
1.
Drs. Ahmad Adib, M.Hum., Ph.D. selaku Dekan Fakultas Seni Rupa dan
Desain Universitas Sebelas Maret.
2.
Hermansyah Muttaqin, S.Sn, M.Sn. selaku Ketua Program Studi Diploma III
Desain Komunikasi Visual beserta dosen dan segenap karyawan.
3.
Nidyah Widyamurti, S.Sn, M.Ikom 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.
Hafid Anggara selaku owner “Flip Clean” 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.
7.
Seluruh teman-teman di Diploma III Desain Komunikasi Visual 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
vi
jasa kalian semua, semoga Allah SWT yang akan memberikan balasannya. Sekali
lagi penulis mengucapkan terima kasih.
Surakarta, 30 Mei 2016
Penulis
vii
DAFTAR ISI
HALAMAN JUDUL ..........................................................................................
i
LEMBAR PERSETUJUAN ..............................................................................
ii
LEMBAR PENGESAHAN ................................................................................
iii
MOTTO ..............................................................................................................
iv
PERSEMBAHAN ...............................................................................................
v
KATA PENGANTAR ........................................................................................
vi
DAFTAR ISI .......................................................................................................
viii
DAFTAR GAMBAR .........................................................................................
x
DAFTAR BAGAN ..............................................................................................
xi
DAFTAR TABEL ...............................................................................................
xi
BAB I. PENDAHULUAN ...................................................................................
1
A. Latar Belakang ...................................................................................
1
B. Rumusan Masalah ..............................................................................
2
C. Tujuan Perancangan ...........................................................................
3
BAB II. IDENTIFIKASI DATA ........................................................................
4
A. Data Perusahaan ..................................................................................
4
1. Profil Perusahaan .........................................................................
4
2. Struktur Organisasi ........................................................................
5
3. Logo .............................................................................................
6
4. Corporate Identity .........................................................................
7
B. Data Pelayanan dan Jasa .....................................................................
8
C. Target Market ......................................................................................
9
D. Promosi Yang Pernah Dilakukan ........................................................
10
E. Kompetitor ..........................................................................................
11
1. Shoes And Care .............................................................................
11
2. The Clean Bar................................................................................
13
BAB III. KONSEP PERANCANGAN ..........................................................
16
A. Konsep Kreatif ...................................................................................
16
B. Strategi Kreatif ...................................................................................
17
viii
1. Strategi Visual Secara Umum ......................................................
17
2. Elemen Verbal ...............................................................................
17
3. Strategi Visual Non Verbal ...........................................................
20
C. Target Media ......................................................................................
26
D. Target Audience .................................................................................
40
E. Estimasi Biaya .....................................................................................
40
F. Referensi Perancangan ........................................................................
41
G. Visualisasi Karya ...............................................................................
44
1. Media Utama ................................................................................
44
2. Media Pendukung ..........................................................................
51
3. Merchandise ..................................................................................
66
BAB IV PENUTUP ...........................................................................................
69
DAFTAR PUSTAKA
LAMPIRAN
ix
DAFTAR GAMBAR
Gambar 1 ...............................................................................................................
6
Gambar 2 ...............................................................................................................
7
Gambar 3 ...............................................................................................................
7
Gambar 4 ...............................................................................................................
9
Gambar 5 ...............................................................................................................
9
Gambar 6 ...............................................................................................................
10
Gambar 7 ...............................................................................................................
10
Gambar 8 ...............................................................................................................
10
Gambar 9 ...............................................................................................................
11
Gambar 10 .............................................................................................................
12
Gambar 11 .............................................................................................................
13
Gambar 12 .............................................................................................................
13
Gambar 13 .............................................................................................................
14
Gambar 14 .............................................................................................................
14
Gambar 15 .............................................................................................................
15
Gambar 16 .............................................................................................................
41
Gambar 17 .............................................................................................................
42
Gambar 18 .............................................................................................................
42
Gambar 19 .............................................................................................................
42
Gambar 20 .............................................................................................................
43
Gambar 21 .............................................................................................................
43
x
DAFTAR BAGAN
Bagan 1..................................................................................................................
5
DAFTAR TABEL
Tabel 1 .................................................................................................................
8
Tabel. 2 ................................................................................................................
40
xi