PERANCANGAN VISUAL BRANDING DAN PROMOSI

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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 commit to user

2015

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LEMBAR PERSETUJUAN

Tugas Akhir dengan Judul:

PERANCANGAN VISUAL BRANDING DAN PROMOSI INCREACI MICE ORGANIZER AND COMMUNICATIONS MELALUI DESAIN KOMUNIKASI VISUAL

Telah disetujui untuk dipertahankan dihadapan Tim Penguji TA Pada Tanggal: __________________

Menyetujui,

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

Mengetahui, Koordinator Kolokium dan Tugas Akhir

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

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LEMBAR PENGESAHAN

Diterima dan Disetujui oleh Panitia Tugas Akhir Jurusan Desain Komunikasi Visual Fakultas Seni Rupa dan Desain Universitas Sebelas Maret Pada 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, Dekan Fakultas Seni Rupa dan Desain

Ketua Jurusan Desain Komunikasi Visual

Drs. Ahmad Adib, M.Hum., Ph.D.

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

NIP. 19650708 199203 1 001 commit to user

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PERANCANGAN VISUAL BRANDING DAN PROMOSI INCREACI MICE ORGANIZER AND COMMUNICATIONS MELALUI DESAIN KOMUNIKASI VISUAL Dany Indra Saputra1 Drs. Ahmad Adib, M.Hum., Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3

ABSTRAK Dany Indra Saputra, 2015. Pengantar Tugas Akhir ini berjudul Perancangan Visual Branding dan Promosi Increaci MICE Organizer and Communications Melalui Desain Komunikasi Visual. Sebuah promosi merupakan salah satu aspek yang penting dalam manajemen pemasaran dan sering dikatakan sebagai proses berlanjut. Karena promosi dapat menimbulkan rangkaian kegiatan-kegiatan selanjutnya. Salah satu strategi promosi yang dilakukan disini adalah melalui visual branding, yaitu sebuah promosi yang menonjolkan sebuah visual atau gambar dengan tujuan untuk mendekatkan brand terhadap konsumen dengan menciptakan brand experienceI dan brand awareness melalui media seperti Company Profile dan Website. Beberapa tahun terakhir ini, terjadi peningkatan pada sektor pariwisata dan peningkatan pergelaran event-event di kota Solo, dikarenakan maraknya promosi pemerintah kota untuk menggalakkan potensi budaya dan pariwisata yang ada. Di sektor pariwisata, Solo kini dijadikan destinasi wisata Meeting, Incentive, Conference and Exhibition (MICE). Dampak dari ini semua, kota Solo kerap menjadi tuan rumah event bertaraf nasional maupun internasional. Ini menunjukkan betapa kepercayaan masyarakat telah meningkat untuk menyelenggarakan event di kota Solo. Berangkat dari maraknya penyelenggaraan event dan tingginya pertumbuhan aktivitas MICE di kota Solo, Increaci hadir bukan hanya sebagai Event Organizer, namun sebagai MICE Organizer and Communications, menawarkan solusi penyelenggaraan dan pengelolaan aktivitas MICE secara efektif, terencana, dan professional. Dalam upaya mengangkat citra “Increaci, MICE Organizer and Communications”, maka perlu adanya suatu perancangan visual branding dan promosi agar masyarakat luas lebih mengetahui dan mengenali hadirnya Increaci sebagai MICE Organizer and Communications sehingga dapat terbentuk suatu identitas perusahaan yang solid. _______________________ 1

Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709027 Dosen Pembimbing I commit to user 3 Dosen Pembimbing II 2

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INCREACI MICE ORGANIZER AND COMMUNICATIONS VISUAL 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

ABSTRACT Dany Indra Saputra, 2015. Introductory of this final project design is entitled Increaci MICE Organizer and Communications Visual Branding and Promotion Planning Through Visual Communication Design. A promotion is one of the important aspects in the marketing management and it often described as the continuous process, because it caused a series of promotional activities on the company’s hereafter. One of promotional strategy that used here is through visual branding. Visual branding defined as part of the promotion of a brand in order to bring the brand to the consumer by creating brand experience and brand awareness through media such as company profile and a website. These last couple years, there have been an increasing on the tourism sector and increasing of event held in Solo city, due to the rampant promotion from the city government to rage the existing culture and tourism potential. On the tourism sector, Solo now becoming Meeting, Incentive, Conference and Exhibition (MICE) tourism destination. The impact from all of this, Solo city often become host for national or international level event. This shows how society’s trust have increasing 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 and Communications, offers implementation and management solutions effectively, planned, and professional. In an effort to lift the image of Increaci MICE Organizer and Communications, there needs to be a visual branding and promotion planning then public will more aware and recognize the presence of Increaci MICE Organizer and Communications so as to form a solid corporate identity. _______________________ 1

Department of Visual Communication Design Students with NIM C0709027 SupervisorI 3 Supervisor II 2

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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.” commit to user -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 commit to user

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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 commit to user C. Tinjauan Promosi ..................................................................................16 x


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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 commit to user

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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 commit to user 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 commit to user 7. Cutting Sticker.................................................................................82 xiii


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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 commit toLayout...........................................49 user Gambar 4.4 Contoh Poster Type Specimen

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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

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PERANCANGAN VISUAL BRANDING DAN PROMOSI

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