Perancangan Corporate Identity ODDS Denim Dan Pengaplikasiannya Pada Media Ramah Lingkungan SKRIPSI
Diajukan kepada Fakultas Teknologi Informasi untuk memperoleh Gelar Sarjana Desain
Oleh : Adingga Gema Agustara NIM : 692008024
Program Studi Desain Komunikasi Visual Fakultas Teknologi Informasi Universitas Kristen Satya Wacana Salatiga Januari 2013
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PERNYATAAN
Tugas Akhir yang berikut ini : Judul
:Perancangan
Corporate
Identity
ODDS
Denim Dan Pengaplikasiannya Pada Media Ramah Lingkungan Pembimbing : Amelia Rukmasari, S.Sn., M.Sn.
Adalah benar hasil karya saya : Nama
: Adingga Gema Agustara
NIM
: 692008024
Saya menyatakan tidak mengambil sebagian atau seluruhnya dari hasil karya orang lain kecuali sebagaimana yang tertulis pada daftar pustaka.
Pernyataan ini dibuat dengan sebenar–benarnya sesuai dengan ketentuan yang berlaku dalam penulisan karya ilmiah. Salatiga, Januari 2013
Adingga Gema Agustara
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KATA PENGANTAR
Puji dan syukur kepada Allah SWT, atas berkat dan perlindungan-Nya,
sehingga
Penulis
dapat
menyelesaikan
penyusunan Skripsi yang berjudul “Perancangan Corporate Identity ODDS Denim Dan Pengaplikasiannya Pada Media Ramah Lingkungan”. Tujuan dari penyusunan skripsi ini adalah untuk memenuhi salah satu persyaratan dalam menyelesaikan program S-1. Fakultas Teknologi Informasi, Program Studi Desain Komunikasi Visual, Universitas Kristen Satya Wacana Salatiga. Selama penyusunan skripsi ini, penulis telah menerima banyak bimbingan, saran dan dukungan dari berbagai pihak, oleh karena itu pada kesempatan ini penulis ingin menyampaikan ucapan terima kasih kepada : 1.
Bapak Andeka Rocky Tanaamah, S.E., M.Cs., selaku Dekan Fakultas Teknologi Informasi Universitas Kristen Satya Wacana.
2.
Bapak T. Arie Setiawan Prasida, S.T., M.Cs., selaku Ketua Program Studi Desain Komunikasi Visual, Fakultas Teknologi Informasi, Universitas Kristen Satya Wacana.
3.
Ibu Mila Chrismawati Paseleng, S.Si., M.Pd. selaku koordinator KP / TA.
4.
Ibu Amelia Rukmasari, S.Sn., M.Sn. selaku pembimbing yang penuh kesabaran dan pengertian selama memberikan bimbingan kepada penulis.. v
5.
Bapak Sujarwo dan Ibu Sri Mulani Esti Mahanani tercinta yang telah berjuang tiada henti selama ini, selalu bersabar memberikan pendidikan, pengalaman, kasih saying, dan dukungan yang luar biasa tak tergambarkan sehingga penulis dapat menyelesaikan skripsi dengan baik.
6.
Mas Sandhika Ilham Pratama yang selalu menjadi inspirasi dan motivasi penulis, dan mendukung dan memberi semangat tanpa henti.
7.
Vivi Vianty Devi, yang selalu setia dan bersabar menunggu membimbing serta mencurahkan semangat kepada penulis dengan tulus.
8.
Teman-teman Dlight yang selalu memberi keceriaan, Mas Primaditya Kostrada, Mas Yisar Andrianus, Mas Galih Aulia, Mas Ditto Carella, Mas Benedictus Ridho atas bimbingan, pelajaran, serta dukungan yang tak ternilai, Guruh Septian Jaya yang selalu memberi inspirasi, bimbingan serta bantuan berarti yang tak akan terlupakan, Mahendra Andisona, Nino Alfian silas, semua atas dukunganya dengan cara masing-masing.
9.
Teman-teman angkatan 2008, Arsan Sukma Praja, Hermawan Galih, Seno Setiaji, Wahyu, Alona Novensa, Veronica Setyo Kinasih, Karina Anggitasari, Monika Anggun Jatmikasari, Meita Permana, Cintya Marta Devi, Rizki Wibisono, Albab Heri Prasetyo, Yunika Adi Setianto atas perjuangan dan kerja samanya selama ini, serta teman-teman yang lain yang tidak dapat disebutkan satu persatu.
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Dengan tersusunnya skripsi ini, penulis menyadari bahwa masih ada kekurangan-kekurangan, oleh karena itu Penulis sangat mengharapkan saran, bimbingan dan kritik yang membangun sehingga dapat memperbaiki skripsi ini. Harapan Penulis semoga skripsi ini bermanfaat dan dapat dilanjutkan untuk penelitian selanjutnya.
Salatiga, Januari 2013
Adingga Gema Agustara
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Daftar Isi
Halaman Judul ................................................................................................ i Lembar Persetujuan ....................................................................................... ii Lembar Pengesahan ...................................................................................... iii Pernyataan ......................................................................................................iv Kata Pengantar ................................................................................................ v Daftar Isi ...................................................................................................... vii Daftar Gambar ...............................................................................................xi Daftar Tabel .................................................................................................xiv Daftar Lampiran ............................................................................................ xv Abstract ........................................................................................................xvi Bab 1 Pendahuluan ....................................................................................... 1 1.1 Latar Belakang Masalah ............................................................... 1 1.2 Rumusan Masalah ......................................................................... 3 1.3 Tujuan Penelitian .......................................................................... 3 1.4 Manfaat Penelitian ........................................................................ 3 1.5 Batasan Masalah ........................................................................... 4 1.6 Sistematika Penulisan ................................................................... 5 Bab 2 Tinjauan Pustaka ............................................................................... 9 2.1 Penelitian Terdahulu ..................................................................... 9 2.2 Sejarah Corporate Identity.......................................................... 10 2.3 Pengertian Corporate Identity .................................................... 11 viii
2.4 Fungsi Corporate Identity ........................................................... 12 2.5 Syarat-Syarat Corporate Identity ................................................ 14 2.6 Elemen Corporate Identity ......................................................... 16 2.6.1 Logo ............................................................................. 16 2.6.2 Warna ........................................................................... 18 2.6.3 Tipografi ...................................................................... 18 2.7 Media-Media Corporate Identity ................................................ 20 2.7.1 Kartu Nama .................................................................. 20 2.7.2 Kop Surat dan Amplop ................................................ 21 2.7.3 Stempel ........................................................................ 22 2.7.4 Nota Transaksi ............................................................. 23 2.7.5 Map Berkas .................................................................. 24 2.7.6 Buku Katalog ............................................................... 24 2.7.7 Website ......................................................................... 25 2.7.8 Kemasan....................................................................... 25 2.7.9 Sarana Penunjang Promosi .......................................... 26 2.8 Graphic Standard Manual .......................................................... 27 2.9 Media Ramah Limgkungan ........................................................ 28 Bab 3 Metode dan Perancangan Desain ................................................... 33 3.1 Metode Perancangan ................................................................... 33 3.1.1 Adaptive Strategy ......................................................... 33 3.2 Perancangan Logo....................................................................... 35 3.2.1 Riset dan Analisa ......................................................... 35 1. Profil Perusahaan .................................................. 36 ix
2. Produk ODDS Denim ........................................... 38 3. Harga Produk ODDS Denim ................................ 39 4. Target Konsumen ODDS Denim .......................... 40 5. Creative Brief ........................................................ 41 6. Konsep Desain ...................................................... 42 3.2.2 Thumbnails................................................................... 43 3.2.3 Komputer ..................................................................... 44 3.2.4 Review .......................................................................... 46 3.2.5 Sistem Identitas ............................................................ 48 1. Graphic Standard Manual .................................... 48 2. Rancangan Desain Kartu Nama ............................ 51 3. Rancangan Desain Kop dan Amplop Surat .......... 52 4. Rancangan Desain Stempel .................................. 53 5. Rancangan Desain Nota Transaksi ....................... 54 6. Rancangan Desain Map Berkas ............................ 55 7. Rancangan Desain Buku Katalog ......................... 56 8. Rancangan Desain Website .................................. 57 9. Rancangan Desain Kemasan ................................. 58 10. Rancangan Media Penunjang Promosi ............... 59 3.3 Metode Pengujian ....................................................................... 60 Bab 4 Hasil dan Pembahasan Desain ........................................................ 61 4.1 Hasil Desain ................................................................................ 61 4.1.1 Desain Stationery ......................................................... 61 4.1.2 Desain Media Penunjang Promosi ............................... 73 x
4.2 Pengujian Desain ........................................................................ 79 4.2.1 Pengujian Kualitatif ..................................................... 79 4.2.2 Pengujian Kuntitatif ..................................................... 80 1. Pengujian Office Stationery .................................. 84 2. Pengujian Workshop Stationery ............................ 85 3. Pengujian Promotion Tool .................................... 87 4. Pengujian Mercendise ........................................... 88 4.2.3 Pengujian Keseluruhan Desain .................................... 90 Bab 5 Kesimpulan dan Saran .................................................................... 93 5.1 Kesimpulan ................................................................................. 93 5.2 Saran ........................................................................................... 94 Daftar Pustaka ............................................................................................... 95 Daftar Lampiran ............................................................................................ 97
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Daftar Gambar
Gambar 2.1 Logotype, Panasonic ................................................................ 17 Gambar 2.2 Logotype, Volvo ...................................................................... 17 Gambar 2.3 Logogram, PalmOne ............................................................... 17 Gambar 2.4 Logogram, Philippe Starck ...................................................... 17 Gambar 2.5 Logo Nestle ............................................................................. 19 Gambar 2.6 Logo Microsoft ........................................................................ 19 Gambar 2.7 Visiten Karten Business Card ................................................. 21 Gambar 2.8 Kop Surat, Amplop, Kartu Nama ............................................ 22 Gambar 2.9 Stempel .................................................................................... 22 Gambar 2.10 Nota ....................................................................................... 23 Gambar 2.11 Map Berkas............................................................................ 24 Gambar 2.12 Buku Katalog ......................................................................... 24 Gambar 2.13 Website .................................................................................. 25 Gambar 2.14 Kemasan ................................................................................ 26 Gambar 2.15 Sarana Penunjang Promosi .................................................... 27 Gambar 2.16 Graphic Standard Manual ...................................................... 28 Gambar 2.17 Kayu Ram Pinus Limbah Pabrik ........................................... 29 Gambar 2.18 Kertas Pembungkus Koran Limbah Pabrik ........................... 30 Gambar 2.19 Kain Limbah Garmen ............................................................ 31 Gambar 3.1 Diagram Metode Adaptive Strategy ........................................ 33 Gambar 3.2 Logo, Kemasan Awal, dan Produk OODS Denim .................. 38 xii
Gambar 3.3 Produk ODDS Denim` ............................................................ 39 Gambar 3.4 Thumbnails .............................................................................. 44 Gambar 3.5 CorelDraw X4 Rendering ........................................................ 45 Gambar 3.6 Draft Logo ............................................................................... 45 Gambar 3.7 Penyesuaian Komposisi Logo ................................................. 47 Gambar 3.8 Logo Final Sesudah Pengembangan beserta keterangan ......... 47 Gambar 3.9 Logo Grid Sistem .................................................................... 48 Gambar 3.10 Ukuran Minimum dan Clear Space Area Logo .................... 49 Gambar 3.11 Aturan Warna ........................................................................ 50 Gambar 3.12 Aturan Penggunaan Huruf ..................................................... 50 Gambar 3.13 Rancangan Desain Kartu Nama ............................................ 51 Gambar 3.14 Rancangan Desain Kop Surat ................................................ 52 Gambar 3.15 Rancangan Desain Amplop Surat.......................................... 53 Gambar 3.16 Rancangan Desain Stempel ................................................... 54 Gambar 3.17 Rancangan Nota Transaksi .................................................... 55 Gambar 3.18 Rancangan Map Berkas ......................................................... 55 Gambar 3.19 Rancangan Desain Buku Katalog .......................................... 56 Gambar 3.20 Rancangan Desain Tampilan Website ................................... 57 Gambar 3.21 Rancangan Desain Kemasan ................................................. 58 Gambar 3.22 Rancangan Media Penunjang Promosi .................................. 59 Gambar 4.1 Desain Kartu Nama ................................................................. 62 Gambar 4.2 Desain Kop Surat..................................................................... 63 Gambar 4.3 Desain Amplop ........................................................................ 64 Gambar 4.4 Desain Stempel ........................................................................ 64 xiii
Gambar 4.5 Desain Nota ............................................................................. 65 Gambar 4.6 Desain Map Berkas ................................................................. 66 Gambar 4.7 Desain Buku Katalog............................................................... 67 Gambar 4.8 Desain Tampilan Website ........................................................ 68 Gambar 4.9 Desain Kemasan ...................................................................... 70 Gambar 4.10 Desain CD Case .................................................................... 71 Gambar 4.11 Desain Celemek ..................................................................... 72 Gambar 4.12 Label Produk ......................................................................... 73 Gambar 4.13 Desain Kaos ........................................................................... 74 Gambar 4.14 Desain Mug............................................................................ 74 Gambar 4.15 Desain Pin ............................................................................. 75 Gambar 4.16 Desain Tas Jinjing ................................................................. 76 Gambar 4.17 Desain Sticker ........................................................................ 77 Gambar 4.18 Desain Memo ......................................................................... 78 Gambar 4.19 Desain Buku Sketsa ............................................................... 79 Gambar 4.20 Grafik Pengujian Office Stationery ....................................... 85 Gambar 4.21 Grafik Pengujian Workshop Stationery ................................. 86 Gambar 4.22 Grafik Pengujian Promotion Tool ......................................... 88 Gambar 4.23 Grafik Pengujian Merchandise .............................................. 89 Gambar 4.24 Grafik Pengujian Keseluruhan Desain .................................. 91
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Daftar Tabel
Tabel 3.1 Tabel Daftar Harga Produk ODDS Denim .................................. 40 Tabel 3.2 Tabel Creative Brief ..................................................................... 41 Tabel 3.3 Tabel Hasil Voting Logo Dari Pemilik ODDS Denim ................. 46 Tabel 4.1 Tabel Hasil Pengisian Kuisoner Corporate Identity ODDS Denim............................................................................................................ 82
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Daftar Lampiran
Lampiran 1 Lembar Hasil Wawancara ......................................................... 97 Lampiran 2 Lembar Hasil Voting Logo ........................................................ 98 Lampiran 3 Lembar Hasil Kuisoner ............................................................. 99
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Abstract
ODDS denim is a new comer clothing company from Salatiga in which the products are trousers, jacket, and western-style shirt made from denim. Based on our research, in these two years since it was built, this company have not find the good and consistent identity yet. The design of ODDS denim corporate identity and its application toward environmental-friendly media is aimed to create a good corporate identity of ODDS denim. This design uses adaptive strategy method which consists of logo design, media corporate identity until its application toward environmental-friendly media. Results of the corporate identity design has been tested to the owner and 37 ODDS denim's customer. It is found that this design is doing good and can be applied to ODDS denim
Keywords: Corporate Identity, ODDS Denim, Environmental-Friendly Media.
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