PERANCANGAN VISUAL BRANDING DAN PROMOSI INCREACI ...

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Konsep Pengantar Karya Tugas Akhir

PERANCANGAN VISUAL BRANDING DAN PROMOSI

INCREACI MICE ORGANIZER AND COMMUNICATIONS

MELALUI DESAIN KOMUNIKASI VISUAL

Diajukan Untuk Menempuh Ujian Tugas Akhir Sebagai Prasyarat

Guna Memperoleh Gelar Sarjana Seni Pada Fakultas Seni Rupa dan Desain

Jurusan Desain Komunikasi Visual

Disusun Oleh:

DANY INDRA SAPUTRA

C0709027

JURUSAN DESAIN KOMUNIKASI VISUAL

FAKULTAS SENI RUPA DAN DESAIN

UNIVERSITAS SEBELAS MARET

SURAKARTA

2015


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LEMBAR PERSETUJUAN

Tugas Akhir dengan Judul:

PERANCANGAN VISUAL BRANDING DAN PROMOSI

INCREACI MICE ORGANIZER AND COMMUNICATIONS


Telah disetujui untuk dipertahankan dihadapan Tim Penguji TA

Pada Tanggal: __________________

Menyetujui,

Mengetahui,

Koordinator Kolokium dan Tugas Akhir

Dr. Deny Tri Ardianto, S.Sn, Dipl.ArtNIP. 19790521 200212 1 002

Pembimbing I Pembimbing II

Drs. Ahmad Adib, M.Hum., Ph.D. Drs. Putut Handoko Pramono, M.Si

NIP. 19650708 199203 1 001 NIP.19550612 198003 1 014


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LEMBAR PENGESAHAN

Diterima dan Disetujui oleh Panitia Tugas Akhir Jurusan DesainKomunikasi Visual

Fakultas Seni Rupa dan Desain Universitas Sebelas MaretPada Tanggal: 02 Juli 2015

Panitia Penguji

Ketua Sidang Akhir

Drs. Mohamad Suharto, M.Sn. (………………….……)NIP. 19561220 198603 1 003

Sekretaris Sidang Akhir

Esty Wulandari S.Sos, M.Si (………………….……)NIP. 19791109 200801 2 015

Pembimbing Tugas Akhir I

Drs. Ahmad Adib, M.Hum., Ph.D. (………………….……)NIP. 19650708 199203 1 001

Pembimbing Tugas Akhir II

Drs. Putut Handoko Pramono, M.Si (………………….……)NIP. 19550612 198003 1 014

Mengetahui,

DekanFakultas Seni Rupa dan Desain

Ketua JurusanDesain Komunikasi Visual

Drs. Ahmad Adib, M.Hum., Ph.D. Dr. Deny Tri Ardianto, S.Sn, Dipl.ArtNIP. 19650708 199203 1 001 NIP. 19790521 200212 1 002


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PERANCANGAN VISUAL BRANDING DAN PROMOSIINCREACI MICE ORGANIZER AND COMMUNICATIONS


Dany Indra Saputra1

Drs. Ahmad Adib, M.Hum., Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3

ABSTRAKDany Indra Saputra, 2015. Pengantar Tugas Akhir ini berjudul Perancangan

Visual Branding dan Promosi Increaci MICE Organizer and CommunicationsMelalui Desain Komunikasi Visual. Sebuah promosi merupakan salah satu aspekyang penting dalam manajemen pemasaran dan sering dikatakan sebagai prosesberlanjut. Karena promosi dapat menimbulkan rangkaian kegiatan-kegiatanselanjutnya. Salah satu strategi promosi yang dilakukan disini adalah melaluivisual branding, yaitu sebuah promosi yang menonjolkan sebuah visual ataugambar dengan tujuan untuk mendekatkan brand terhadap konsumen denganmenciptakan brand experienceI dan brand awareness melalui media sepertiCompany Profile dan Website.

Beberapa tahun terakhir ini, terjadi peningkatan pada sektor pariwisata danpeningkatan pergelaran event-event di kota Solo, dikarenakan maraknya promosipemerintah kota untuk menggalakkan potensi budaya dan pariwisata yang ada. Disektor pariwisata, Solo kini dijadikan destinasi wisata Meeting, Incentive,Conference and Exhibition (MICE). Dampak dari ini semua, kota Solo kerapmenjadi tuan rumah event bertaraf nasional maupun internasional. Inimenunjukkan betapa kepercayaan masyarakat telah meningkat untukmenyelenggarakan event di kota Solo.

Berangkat dari maraknya penyelenggaraan event dan tingginya pertumbuhanaktivitas MICE di kota Solo, Increaci hadir bukan hanya sebagai Event Organizer,namun sebagai MICE Organizer and Communications, menawarkan solusipenyelenggaraan dan pengelolaan aktivitas MICE secara efektif, terencana, danprofessional. Dalam upaya mengangkat citra “Increaci, MICE Organizer andCommunications”, maka perlu adanya suatu perancangan visual branding danpromosi agar masyarakat luas lebih mengetahui dan mengenali hadirnya Increacisebagai MICE Organizer and Communications sehingga dapat terbentuk suatuidentitas perusahaan yang solid._______________________1Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C07090272 Dosen Pembimbing I3Dosen Pembimbing II


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INCREACI MICE ORGANIZER AND COMMUNICATIONSVISUAL BRANDING AND PROMOTION PLANNING

THROUGH VISUAL COMMUNICATION DESIGN

Dany Indra Saputra1

Drs. Ahmad Adib, M.Hum., Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3

ABSTRACTDany Indra Saputra, 2015. Introductory of this final project design is entitled

Increaci MICE Organizer and Communications Visual Branding and PromotionPlanning Through Visual Communication Design. A promotion is one of theimportant aspects in the marketing management and it often described as thecontinuous process, because it caused a series of promotional activities on thecompany’s hereafter. One of promotional strategy that used here is through visualbranding. Visual branding defined as part of the promotion of a brand in order tobring the brand to the consumer by creating brand experience and brandawareness through media such as company profile and a website.

These last couple years, there have been an increasing on the tourism sectorand increasing of event held in Solo city, due to the rampant promotion from thecity government to rage the existing culture and tourism potential. On the tourismsector, Solo now becoming Meeting, Incentive, Conference and Exhibition(MICE) tourism destination. The impact from all of this, Solo city often becomehost for national or international level event. This shows how society’s trust haveincreasing to hold event in Solo city.

Departed from rampant events held and high growth in Solo’s MICE activity,Increaci came not only as an event organizer, but as a MICE Organizer andCommunications, offers implementation and management solutions effectively,planned, and professional. In an effort to lift the image of Increaci MICEOrganizer and Communications, there needs to be a visual branding andpromotion planning then public will more aware and recognize the presence ofIncreaci MICE Organizer and Communications so as to form a solid corporateidentity._______________________1Department of Visual Communication Design Students with NIM C07090272 SupervisorI3Supervisor II


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HALAMAN MOTTO

“Whatever you do, do it well. Do it so well that when people see you do it,

they will want to come back and see you do it again

and they will want to bring others

and show them how well you do what you do.”

-Walt Disney-


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HALAMAN PERSEMBAHAN

Tugas Akhir ini saya persembahkan kepada:

Keluarga tercinta, Ibu, Kakak dan Adik yang tak henti-hentinya memberikan

semangat dan memberikan doa yang tulus demi kelancaran anaknya: Melanie

Monique Arini Husodo, Ferry Adrian Raditya Kurniawan, dan Hendry Melvin

Anindita


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KATA PENGANTAR

Puji syukur kehadirat Tuhan Yang maha Esa atas segala limpahan rahmat

dan hidayat-Nya, sehingga penulis mampu menyelesaikan Tugas Akhir dengan

judul: Perancangan Visual Branding dan Promosi Increaci MICE Organizer

and Communications Melalui Desain Komunikasi Visual.

Dalam penyusunan tugas akhir ini, tentunya tidak lepas dari bimbingan

dan bantuan dari berbagai pihak. Oleh karena itu Penulis mengucapkan

terimakasih kepada:

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

dan Desain

2. Dr. Deny Tri Ardianto, S.Sn, Dipl.Art, selaku Ketua Jurusan Desain

Komunikasi Visual

3. Drs. Ahmad Adib, M.Hum., Ph.D., selaku Pembimbing Tugas Akhir I

4. Drs. Putut Handoko Pramono, M.Si,selaku Pembimbing Tugas Akhir

II

5. Miftah F. Widhagdha, selaku Executive Director Increaci

6. Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual

7. Semua pihak dan teman yang sudah membantu dan tidak bisa

disebutkan satu persatu .

8. Almamater penulis Universitas Sebelas Maret


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Penulis menyadari bahwa penulisan ini masih ada kekurangan. Untuk itu

penulis mengharapkan saran dan kritik yang bersifat membangun, untuk

kemudian di jadikan perbaikan di masa yang akan datang.

Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi

penulis dan umumnya bagi para pembaca.

Surakarta, 02 Juli 2015

Penulis,

Dany Indra Saputra

NIM. C0709027


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DAFTAR ISI

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

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

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

ABSTRAK ................................................................................................................... iv

ABSTRACT ................................................................................................................... v

HALAMAN MOTTO ................................................................................................. vi

HALAMAN PERSEMBAHAN ................................................................................ vii

KATA PENGANTAR............................................................................................... viii

DAFTAR ISI................................................................................................................. x

DAFTAR GAMBAR.................................................................................................. xv

DAFTAR TABEL .................................................................................................... xvii

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

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

B. Perumusan Masalah ................................................................................3

C. Tujuan Perancangan ................................................................................3

D. Target Audiens dan Target Pasar ............................................................4

E. Metode Pengumpulan Data .....................................................................5

BAB II KAJIAN TEORI ............................................................................................. 8

A. Tinjauan Perancangan .............................................................................8

1. Pengertian Perancangan ...................................................................8

2. Fungsi Perancangan atau Perencanaan.............................................9

B. Tinjauan Visual Branding .....................................................................10

1. Merek (Brand)................................................................................10

2. Branding.........................................................................................14

3. Visual Branding..............................................................................15

C. Tinjauan Promosi ..................................................................................16


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1. Pengertian Promosi ........................................................................16

2. Tujuan Promosi ..............................................................................18

3. Langkah-langkah Pengembangan Promosi ....................................18

4. Promotional Mix/Bauran Promosi .................................................19

BAB III IDENTIFIKASI DATA .............................................................................. 20

A. Identifikasi Data Increaci MICE Organizer & Communications .........20

1. Tentang Increaci MICE Organizer & Communications ................20

2. Visi dan Misi ..................................................................................21

3. Struktur Organisasi.........................................................................22

4. Portofolio Increaci MICE Organizer & Communications .............23

a. Charity Night ‘Pray for Kelud’ ................................................23

b. Festival ‘Aku Cinta Ikan’ – Resto Ikan Balekambang.............25

c. Festival Jenang Solo 2014........................................................27

d. PR Idol 2014.............................................................................28

B. Komparasi .............................................................................................29

1. PT. Dyandra Media International Tbk. ..........................................29

2. Sinergi Event ..................................................................................32

C. Analisis SWOT .....................................................................................34

D. Strategi USP (Unique Selling Point).....................................................38

E. Strategi Positioning ...............................................................................38

BAB IV KONSEP KREATIF PERANCANGAN ................................................... 40

A. Ide Dasar Perancangan..........................................................................40

B. Konsep Kreatif Perancangan.................................................................41

C. Standar Visual .......................................................................................42

1. Pesan Verbal...................................................................................42

a. Headline ....................................................................................42

b. Sub Headline .............................................................................42

c. Body Copy .................................................................................43

2. Pesan Non Verbal...........................................................................43


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a. Logo ..........................................................................................43

b. Typography ...............................................................................45

c. Warna ........................................................................................46

d. Layout........................................................................................47

e. Ilustrasi ......................................................................................49

D. Pemilihan dan Penempatan Media ........................................................50

1. Stationery ........................................................................................50

a. Kop Surat ..................................................................................50

b. Amplop Surat dan Dokumen.....................................................50

c. Map ...........................................................................................51

d. Stempel (Cap)............................................................................51

e. Kartu Nama ...............................................................................51

f. CD Label ...................................................................................51

g. CD Pack ....................................................................................51

h. Kuitansi .....................................................................................51

i. Invoice .......................................................................................51

j. Ballpoint....................................................................................51

2. Media Promosi ................................................................................52

a. Poster.........................................................................................52

b. Brochure (Brosur) .....................................................................52

c. Website ......................................................................................52

d. Company Profile .......................................................................53

e. X-Banner...................................................................................53

f. Sticker dan Cutting Sticker........................................................53

g. Nameboard ................................................................................53

3. Uniform...........................................................................................54

a. T-Shirt .......................................................................................54

b. Polo Shirt...................................................................................54

c. Paperbag ...................................................................................54

d. Topi ...........................................................................................54

e. Mug ...........................................................................................54


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f. Pin .............................................................................................54

E. Prediksi Biaya .......................................................................................55

BAB V VISUALISASI KARYA ............................................................................... 57

A. Logo Perusahaan dan Graphic Standart Manual..................................57

1. Konsep Logo ...................................................................................57

2. Ukuran Logo ...................................................................................58

3. Grid dan Clear Area Logo ..............................................................60

4. Warna Logo.....................................................................................61

5. Font /Huruf pada Logo....................................................................61

6. Aplikasi Logo pada Background.....................................................62

7. Ketentuan Penggunaan Logo ..........................................................64

B. Stationery ..............................................................................................65

1. Kop Surat ........................................................................................65

2. Amplop Surat ..................................................................................66

3. Amplop Dokumen...........................................................................67

4. Map .................................................................................................68

5. Stempel/Cap ....................................................................................69

6. Kartu Nama .....................................................................................70

7. CD Label .........................................................................................71

8. CD Pack ..........................................................................................72

9. Kuitansi ...........................................................................................73

10. Invoice .............................................................................................74

11. Ballpoint..........................................................................................75

C. Media Promosi ......................................................................................76

1. Poster...............................................................................................76

2. Brosur..............................................................................................77

3. Website ............................................................................................78

4. Company Profile .............................................................................79

5. X-Banner.........................................................................................80

6. Sticker..............................................................................................81

7. Cutting Sticker.................................................................................82


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8. Nameboard ......................................................................................83

D. Uniform.................................................................................................84

1. Topi .................................................................................................84

2. T-Shirt .............................................................................................85

3. Polo Shirt.........................................................................................86

4. Mug .................................................................................................87

5. Paperbag..........................................................................................88

6. Pin ...................................................................................................89

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

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

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

DAFTAR PUSTAKA................................................................................................. 92

LAMPIRAN................................................................................................................ 93


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DAFTAR GAMBAR

Gambar 3.1 Bagan Struktur Organisasi Increaci...............................................22

Gambar 3.2 Poster Charity Night ‘Pray For Kelud’ .........................................23

Gambar 3.3 Pidato Sambutan Bapak FX. Rudy Hadyatmo ..............................24

Gambar 3.4 Charity Night ‘Pray For Kelud’ ....................................................24

Gambar 3.5 Para tamu undangan memegang lilin tanda kepedulian ................24

Gambar 3.6 Poster Festival ‘Aku Cinta Ikan’ ...................................................25

Gambar 3.7 Seorang anak sedang mewarnai gambar ikan dalam acara ‘Aku

Cinta Ikan’ ...................................................................................26

Gambar 3.8 Pemenang lomba mewarnai berfoto bersama orangtua dalam acara

festival ‘Aku Cinta Ikan’ di Resto Ikan Balekambang ................26

Gambar 3.9 Karyawan Resto Ikan Balekambang sedang menerangkan tentang

ikan kepada tamu pengunjung acara festival ‘Aku Cinta Ikan’ ...26

Gambar 3.10 Logo Festival Jenang Solo 2014 .................................................27

Gambar 3.11 Anggota Red Batik Solo ikut memeriahkan acara Festival Jenan

Solo 2014 .....................................................................................27

Gambar 3.12 Logo acara PR Idol 2014.............................................................28

Gambar 3.13 Poster acara PR Idol 2014 ...........................................................29

Gambar 3.14 Logo Dyandra Media International .............................................29

Gambar 3.15 Logo Sinergi Event......................................................................33

Gambar 3.16 Grha Solo Raya ...........................................................................33

Gambar 4.1 Draft Logo Increaci .......................................................................44

Gambar 4.2 Contoh Layout Poster Iklan...........................................................48

Gambar 4.3 Contoh Poster Big Type Layout.....................................................48

Gambar 4.4 Contoh Poster Type Specimen Layout ...........................................49


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Gambar 4.5 Contoh Ilustrasi Vektor Perkotaan ................................................50


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DAFTAR TABEL

Tabel 3.1 Analisis SWOT .................................................................................34

Tabel 4.1 Prediksi biaya visual branding dan promosi Increaci .......................55

PERANCANGAN VISUAL BRANDING DAN PROMOSI INCREACI ...

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