PERANCANGAN KOMUNIKASI VISUAL UNTUK MENDUKUNG CITY BRANDING TEMANGGUNG SEBAGAI DESTINASI WISATA ALAM DAN BUDAYA
TUGAS AKHIR
Oleh
Vincentius Ritchie Permadi 1200973155 Kelas: 08PCU
Universitas Bina Nusantara Jakarta 2012
PERANCANGAN KOMUNIKASI VISUAL UNTUK MENDUKUNG CITY BRANDING TEMANGGUNG SEBAGAI DESTINASI WISATA ALAM DAN BUDAYA
TUGAS AKHIR diajukan sebagai salah satu syarat untuk gelar kesarjanaan pada School of Design Jenjang Pendidikan Strata-1 Oleh
Vincentius Ritchie Permadi 1200973155 Kelas: 08PCU
Universitas Bina Nusantara Jakarta 2012
DAFTAR ISI Halaman Judul Luar ...................................................................................................... i Halaman Judul Dalam .................................................................................................. ii Halaman Persetujuan Hard Cover .............................................................................. iii Halaman Pernyataan Dewan Penguji .......................................................................... iv Halaman Pemberian Hak Cipta Non-Eksklusif dari Mahasiswa ke Universitas Bina Nusantara ........................................................... v Abstrak ........................................................................................................................ vi Prakata ........................................................................................................................ vii Daftar Isi.................................................................................................................... viii Daftar Tabel ................................................................................................................. x Daftar Bagan ................................................................................................................ x Daftar Gambar ............................................................................................................. xi Bab 1: Pendahuluan...................................................................................................... 1 1.1. Latar Belakang ........................................................................................ 1 1.2. Lingkup Proyek Tugas Akhir.................................................................. 2 Bab 2: Data dan Analisa............................................................................................... 3 2.1. Sumber Data............................................................................................ 3 2.2. Sejarah..................................................................................................... 4 2.3. Letak Geografis dan Keadaan Alam ....................................................... 6 2.4. Pemerintahan......................................................................................... 11 2.5. Lambang Kabupaten Temanggung ....................................................... 14 2.6. Visi dan Misi ......................................................................................... 16 2.7. Profil Daerah ......................................................................................... 17 2.8. SWOT ................................................................................................... 25 2.9. Pembanding........................................................................................... 26 2.10. Investor ............................................................................................... 29 Bab 3: Masalah dan Tujuan Desain ........................................................................... 31 3.1. Identifikasi Masalah .............................................................................. 31 3.2. Rumusan Masalah ................................................................................. 31 3.3. Tujuan Desain ....................................................................................... 31 Bab 4: Konsep Desain ................................................................................................ 32 4.1. Landasan Teori...................................................................................... 32 4.2. Strategi Komunikasi.............................................................................. 38 4.3. Strategi Verbal ...................................................................................... 40 4.4. Strategi Visual ....................................................................................... 41 4.5. Tone & Manner ..................................................................................... 41 4.6. Pemilihan Media ................................................................................... 42
Bab 5: Hasil dan Pembahasan Desain ........................................................................ 43 5.1. Brand Signature .................................................................................... 43 5.2. Brand Book ........................................................................................... 44 5.3. Kop Surat .............................................................................................. 45 5.4. Kartu Nama ........................................................................................... 47 5.5. Amplop ................................................................................................. 48 5.6. CD & DVD ........................................................................................... 50 5.7. Stempel ................................................................................................. 52 5.8. ID Card ................................................................................................. 53 5.9. Poster Lentikular / 3 Dimensi ............................................................... 54 5.10. Iklan Majalah ...................................................................................... 56 5.11. X-Banner ............................................................................................. 58 5.12. Kalender .............................................................................................. 59 5.13. Brosur .................................................................................................. 60 5.14. Notes ................................................................................................... 63 5.15. Centerpiece ......................................................................................... 65 5.16. Template Presentasi ............................................................................ 66 5.17. Pembatas Buku.................................................................................... 67 5.18. Kartu Pos ............................................................................................. 68 5.19. Vehicle Graphics ................................................................................. 70 5.20. Tote Bag .............................................................................................. 71 5.21. Gantungan Kunci ................................................................................ 72 5.22. T-Shirt ................................................................................................. 73 5.23. Pin ....................................................................................................... 74 Bab 6: Penutup ........................................................................................................... 75 6.1. Simpulan ............................................................................................... 75 6.2. Saran ..................................................................................................... 75 Daftar Istilah............................................................................................................... 76 Daftar Pustaka ............................................................................................................ 78 Riwayat Hidup ........................................................................................................... 79
DAFTAR TABEL Tabel 2.3.1.: Luas Penggunaan Lahan Menurut Kecamatan di Kabupaten Temanggung Tahun 2010 ................................................. 9 Tabel 2.4.1.: Pembagian Wilayah Administrasi Dirinci per Kecamatan di Kabupaten Temanggung Tahun 2010 ............................................... 13
DAFTAR BAGAN Bagan 2.4.1.: Bagan Organisasi Sekretariat Daerah Kabupaten Temanggung .......... 12 Bagan 2.8.1.: Analisis SWOT Kabupaten Temanggung ........................................... 25
DAFTAR GAMBAR Gambar 2.3.1. Peta Kabupaten Temanggung............................................................... 8 Gambar 2.3.2. Grafik Persentase Luas Wilayah Kecamatan Terhadap Luas Kabupaten Temanggung Tahun 2010 ...................................... 10 Gambar 2.5.1. Lambang Kabupaten Temanggung .................................................... 14 Gambar 2.9.1.1. Logo Kabupaten Solo ...................................................................... 26 Gambar 2.9.1.2. Implementasi Logo pada Billboard ................................................. 27 Gambar 2.9.1.3. Implementasi Desain pada Folder................................................... 27 Gambar 2.9.2.1. Logo Pulau Bali ............................................................................... 28 Gambar 5.1.1. Brand Signature ................................................................................. 43 Gambar 5.2.1. Brand Book......................................................................................... 44 Gambar 5.3.1. Kop Surat............................................................................................ 45 Gambar 5.4.1. Kartu Nama ........................................................................................ 47 Gambar 5.5.1. Amplop ............................................................................................... 48 Gambar 5.6.1. CD & DVD......................................................................................... 50 Gambar 5.6.2. Tempat CD & DVD ........................................................................... 51 Gambar 5.7.1. Stempel ............................................................................................... 52 Gambar 5.8.1. ID Card .............................................................................................. 53 Gambar 5.9.1. Poster 1 (View) ................................................................................... 54 Gambar 5.9.2. Poster 2 (Culture) ............................................................................... 55 Gambar 5.10.1. Iklan Majalah Garuda ....................................................................... 56 Gambar 5.10.2. Iklan Majalah Tamasya .................................................................... 57 Gambar 5.11.1. X-Banner .......................................................................................... 58 Gambar 5.12.1. Kalender ........................................................................................... 59 Gambar 5.13.1. Brosur 1 (Nature) ............................................................................. 60 Gambar 5.13.2. Brosur 2 (View) ................................................................................ 61 Gambar 5.13.3. Brosur 3 (Culture) ............................................................................ 61 Gambar 5.13.4. Brosur 4 (Adventure) ....................................................................... 62 Gambar 5.14.1. Cover Notes ...................................................................................... 63 Gambar 5.14.2. Isi Notes ............................................................................................ 64 Gambar 5.15.1. Centerpiece....................................................................................... 65 Gambar 5.16.1. Template Presentasi.......................................................................... 66 Gambar 5.17.1. Pembatas Buku ................................................................................. 67 Gambar 5.18.1. Kartu Pos 1 ....................................................................................... 68 Gambar 5.18.2. Kartu Pos 2 ....................................................................................... 69 Gambar 5.19.1. Vehicle Graphics .............................................................................. 70 Gambar 5.20.1. Tote Bag ........................................................................................... 71 Gambar 5.21.1. Gantungan Kunci ............................................................................. 72 Gambar 5.22.1. T-Shirt .............................................................................................. 73 Gambar 5.23.1. Pin .................................................................................................... 74
PRAKATA Puji syukur kepada Tuhan YME, karena atas karunia dan rahmat-Nya penulisan pengantar konsep tugas akhir perancangan komunikasi visual untuk mendukung city branding Temanggung sebagai destinasi wisata alam dan budaya ini bisa berjalan dengan lancar. Pada kesempatan ini penulis juga ingin mengucapkan terima kasih banyak kepada pihak-pihak yang telah membantu dalam mengerjakan tugas akhir ini, antara lain: 1. Bapak Arif Prijono Susilo Ahmad, S.Sn. sebagai Head of School of Design sekaligus dosen pembimbing pendamping. 2. Ibu Sari Wulandari, S.Sn. sebagai Head of New Media Program. 3. Bapak Harris Effendi, S.Sn. sebagai dosen pembimbing utama. 4. Dosen-dosen lain yang telah memberikan masukan dan meluangkan waktunya untuk berbagi ilmu dan pikiran kepada penulis. Selain dari pihak kampus, penulis juga ingin mengucapkan terima kasih atas dukungannya, baik moral maupun material kepada: 1. Segenap keluarga penulis yang terus memberikan semangat kepada penulis untuk menyelesaikan tugas ini. 2. Bapak Michael H. Adhi selaku pemilik usaha PT. Rekacipta Optima yang telah bersedia menjadi narasumber dan memberikan data-data yang diperlukan penulis. 3. Teman-teman dari Universitas Bina Nusantara, jurusan Desain Komunikasi Visual angkatan 2008, terutama kelas 08PCU 4. Pihak-pihak yang telah membantu penulis, yang namanya tidak bisa disebutkan satu per satu. Semoga karya tulis ini bisa berguna bagi mereka yang membacanya, dan penulis meminta maaf apabila terjadi kesalahan dalam penulisan, karena bagaimanapun penulis juga manusia yang bisa melakukan kesalahan. Dari sebab itu, penulis terbuka terhadap kritik dan saran yang membangun agar di masa depan bisa berkembang menjadi lebih baik. Jakarta, Juni 2012 Penulis
