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TUGAS AKHIR
PERANCANGAN VISUAL BRANDING DAN MEDIA PROMOSI EVENT “SURAKARTA CRITERIUM” (EVENT BALAP SEPEDA FIXED GEAR)
Disusun Guna Menempuh Ujian Tugas Akhir Sebagai Prasyarat Untuk Mencapai Gelar Sarjana Seni Rupa Jurusan Desain Komunikasi Visual
Disusun Oleh : Arif Yudyanto C0710015
JURUSAN S1 DESAIN KOMUKASI VISUAL FAKULTAS SENI RUPA DAN DESAIN UNIVERSITAS SEBELAS MARET SURAKARTA commit to user 2015
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HALAMAN PERSEMBAHAN
Karya ini kupersembahkan kepada : Kedua Orang Tua dan Kakak-kakakku dan teman-temanku
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HALAMAN MOTTO “Tenang. Kalem. Kuasai.” (Arif Yudyanto)
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Perancangan Visual Branding dan Media Promosi Event SURAKARTA CRITERIUM (event balap sepeda fixed gear) Arif Yudyanto1 Andreas Slamet W S.Sn., M.Hum.2
Esty Wulandari S.Sos., M.Si.3
ABSTRAK Arif Yudyanto. 2015. Pengantar karya Tugas Akhir ini berjudul Perancangan Visual Branding dan Media Promosi event SURAKARTA CRITERIUM (event balap sepeda fixed gear). SURAKARTA CRITERIUM merupakan sebuah ajang balap sepeda fixed gear yang akan diadakan di Kota Surakarta. SURAKARTA CRITERIUM merupakan event yang baru akan diadakan sehingga belum memiliki brand dan promosi. Sehingga dibuatlah perancangan ini untuk membranding dan sekaligus untuk mempromosikan SURAKARTA CRITERIUM adalah event yang dibuat untuk memberikan ruang kepada pecinta sepeda fixed gear. Dengan adanya perancangan promosi ini diharapkan agar masyarakat Kota Surakarta dan komunitas-komunitas sepeda fixed gear yang ada di Indonesia mengetahui dan berpartisipasi dalam event SURAKARTA CRTERIUM. Dalam perancangan ini melalui beberapa tahap, dimulai dari penentuan objek riset, menentukan metode penelitian, referensi dan teori yang selanjutnya dianalisis agar menjadi konsep visual, agar menjadi brand dan media promosi yang efektif dan efisien untuk event SURAKARTA CRITERIUM.
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Perancangan Visual Branding dan Media Promosi Event SURAKARTA CRITERIUM (event balap sepeda fixed gear) Arif Yudyanto1 Andreas Slamet W S.Sn., M.Hum.2
Esty Wulandari S.Sos., M.Si.3
ABSTRACT Arif Yudyanto. 2015. Introduction to the work of this final project entitled Design Visual Branding and Media Promotion Surakarta Criterium event (fixed gear cycling event). Surakarta criterium is a fixed gear bike racing event to be held in Surakarta. Surakarta criterium is a new event to be held so as not to have a brand and promotion. So that made this design for branding and well as to promote the Surakarta Criterium is an event created to give space to fixed gear bikes entusiast. With the design of this promotion is expected that the people of Surakarta and communities of fixed gear bikes in Indonesia know and participates in Surakarta CRTERIUM event. In this scheme through several stages, starting from the determination of the research object, determine the method of research, reference and theory then analyzed in order to be a visual concept, in order to become a brand and media promotion of effective and efficient for the event Surakarta Criterium..
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KATA PENGANTAR Puji syukur kepada Tuhan YME atas segala limpahan rahmat dan hidayat sehingga Tugas Akhir ini dapat terselesaikan dengan judul Perancangan Visual Branding dan Media Promosi Event “SURAKARTA CRITERIUM” (Event Balap Sepeda Fixed Gear). Dalam penyusunan Tugas Akhir ini, penulis telah banyak sekali menerima bimbingan dan dukungan dari berbagai pihak.Dalam kesempatan ini penulis ingin mengucapkan terima kasih yang sebesar-besarnya kepada: 1.
Drs. Ahmad Adib M.Hum., Ph.D. selaku Dekan Fakultas Seni Rupa dan Desain dan seluruh jajaran,
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Dr. Deni Tri Arianto S.Sn., Dipl.Art. selaku Ketua Jurusan Desain Komunikasi Visual Fakultas Seni Rupa dan Desain,
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Esty Wulandari S.Sos., M.Si. selaku Pembimbing Akademik,
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Dr. Deny Tri Arianto S.Sn. Dipl.Art. selaku Koordinator Tugas Akhir,
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Andreas Slamet W S.Sn., M.Hum.selaku Dosen Pembimbing I Tugas Akhir yang telah memberikan bimbingan dan pengarahan,
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Esty Wulandari S.Sos., M.Si. selaku Dosen Pembimbing II Tugas Akhir yang telah memberikan bimbingan dan pengarahan,
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Seluruh Staff Pengajar yang telah memberikan bekal ilmu dan bimbingan kuliah serta Staff Administrasi yang telah memberikan bantuan administrasi,
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Kedua Orang Tua Tercinta yang selalu memberikan dukungan doa,
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Seluruh Keluarga Besar Desain Komunikasi Visual angkatan 2010 yang selalu memberi motivasi dan commit dukungan, to user
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10. Seluruh
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komunitas
Surakatrack
selaku
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event
SURAKARTA CRITERIUM Penulis menyadari bahwa penyusunan Pengantar Karya Tugas Akhir ini masih jauh dari kesempurnaan. Oleh karena itu penulis mengharapkan kritik dan saran yang bersifat membangun demi kesempurnaan Pengantar Karya Tugas Akhir ini. Semoga Pengantar Karya Tugas Akhir ini dapat bermanfaat bagi penulis khususnya dan bagi pembaca umumnya. Atas perhatian dan kerjasamanya penulis ucapkan terimakasih.
Surakarta, 20 Maret 2015
Penulis
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DAFTAR ISI
JUDUL KOLOKIUM ................................................................................... i LEMBAR PERSETUJUAN ........................................................................
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LEMBAR PENGESAHAN .........................................................................
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HALAMAN PERSEMBAHAN ................................................................... iv MOTTO .......................................................................................................... v ABSTRAK ...................................................................................................... vi KATA PENGANTAR ..................................................................................
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DAFTAR ISI .................................................................................................. x DAFTAR GAMBAR ....................................................................................
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DAFTAR BAGAN ........................................................................................
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DAFTAR TABEL .......................................................................................... xvii BAB I PENDAHULUAN ............................................................................... 1 A. Latar Belakang .............................................................................. 1 B. Rumusan Masalah ......................................................................... 3 C. Tujuan Perancangan ...................................................................... 3 D. Target Audience dan Target Market ............................................. 4 1. Target Audience ...................................................................... 4 2. Target Market .......................................................................... 4 E. Target Visual ................................................................................ 5 1. Lini Atas ................................................................................. 5 2. Lini Bawah .............................................................................. 5 commit to user
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F. Metode Penelitian .......................................................................... 6 1. Pengumpulan Data ................................................................... 6 2. Tehnik Analisis Data ............................................................... 7 3. Kerangka Pikir ........................................................................ 8 BAB II KAJIAN TEORI ................................................................................ 10 A. Perancangan ................................................................................... 10 B. Visual Branding ............................................................................. 11 1. Brand ........................................................................................ 11 2. Visual ........................................................................................ 12 3. Visual Branding ........................................................................ 13 C. Media Promosi................................................................................ 13 D. Event Surakarta Criterium ............................................................. 22 1. Event ......................................................................................... 22 2. Criterium .................................................................................. 23 3. Event Surakarta Criterium ........................................................ 24 E. Sepeda Fixedgear........................................................................... 24 BAB III IDENTIFIKASI DATA .................................................................. 26 A. Profil Wilayah ............................................................................... 26 B. Event Surakarta Criterium ............................................................ 27 1. Manahan .................................................................................. 28 2. Surakarta Criterium ................................................................. 28 3. Maksud dan Tujuan event Surakarta Criterium ....................... 28 4. Waktu dan Pelaksanaan event Surakarta Criterium ................. 29 commit to user
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5. Tahapan event Surakarta Criterium .......................................... 29 6. Pengelola event Surakarta Criterium ........................................ 31 C. Komunitas Surakatrack .................................................................. 31 D. KONI wilayah Kota Surakarta ...................................................... 33 1. Sejarah KONI ........................................................................... 33 2. Pengurus KONI wilayah Kota Surakarta ................................. 37 3. Hubungan KONI wilayah Kota Surakarta dengan event Surakarta Criterium .................................................................. 38 E. Komparasi ..................................................................................... 40 1. Fixed Gear Uphill Marathon .................................................... 40 2. Bintaro Criterium ..................................................................... 42 F. Analisis SWOT .............................................................................. 44 BAB IV KONSEP PERANCANGAN .......................................................... 47 A. Konsep Kreatif .............................................................................. 47 B. Konsep Karya ................................................................................ 49 1. Strategi Visual Verbal .............................................................. 49 2. Strategi Visual non Verbal ....................................................... 51 C. Pemilihan Media ........................................................................... 59 1. Media Pre-activation ............................................................... 59 2. Media Activation ...................................................................... 61 D. Prediksi Biaya .............................................................................. 63 BAB V VISUALISASI KARYA ................................................................... 65 A. Poster ............................................................................................. 65 commit to user
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B. ID Card .......................................................................................... 66 C. Banner ........................................................................................... 67 D. X-Banner ....................................................................................... 68 E. Spanduk ........................................................................................ 69 F. Umbul-umbul ................................................................................. 70 G. Iklan Koran .................................................................................... 71 H. Backdrop ....................................................................................... 72 I.
Start-Finish gate ............................................................................ 73
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Nomor Perserta .............................................................................. 74
K. Chainflags ....................................................................................... 75 L. Giant Check .................................................................................... 76 M. Jersey ............................................................................................. 77 N. Kaos Panitia .................................................................................. 78 E. Media Sosial .................................................................................. 79 1. Instagram ................................................................................. 79 2. Twitter ..................................................................................... 80 O. Website .......................................................................................... 81 F. Merchandise .................................................................................. 82 1. Kaos.......................................................................................... 82 2. Biddon ....................................................................................... 83 3. Sticker ....................................................................................... 84 4. Cycling Cap .............................................................................. 85 BAB VI PENUTUP ......................................................................................... 86 commit to user
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A. Kesimpulan .................................................................................... 86 B. Saran .............................................................................................. 87 DAFTAR PUSTAKA LAMPIRAN
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DAFTAR GAMBAR
Gambar 3.1 Peta Kota Surakarta ...................................................................... 26 Gambar 3.2 Logo Komunitas Surakatrack ....................................................... 31 Gambar 3.3 Logo KONI Indonesia ................................................................. 38 Gambar 3.4 Issue Fixed Gear Uphill Marathon ............................................... 40 Gambar 3.5 Poster Fixed Gear Uphill Marathon ............................................. 40 Gambar 3.6 Poster Bintaro Criterium ............................................................... 42 Gambar 3.7 Poster Bintaro Criterium ............................................................... 42 Gambar 4.1 Contoh Ilustrasi Penjelas .............................................................. 51 Gambar 4.2 Contoh Ilustrasi Pengikat .............................................................. 51 Gambar 4.3 Contoh Angular Layout ................................................................ 56 Gambar 5.1 Poster Surakarta Criterium ........................................................... 65 Gambar 5.2 ID Card Surakarta Criterium ........................................................ 66 Gambar 5.3 Banner Surakarta Criterium .......................................................... 67 Gambar 5.4 X-Banner Surakarta Criterium ...................................................... 68 Gambar 5.5 Spanduk Surakarta Criterium ........................................................ 69 Gambar 5.6 Umbul-umbul Surakarta Criterium ............................................... 70 Gambar 5.7 Iklan Koran Surakarta Criterium ................................................... 71 Gambar 5.8 Backdrop Surakarta Criterium ...................................................... 72 Gambar 5.9 Start-Finish Gate Surakarta Criterium .......................................... 73 Gambar 5.10 Nomor Perserta Surakarta Criterium ........................................... 74 Gambar 5.11 Chainflag Surakartacommit Criterium .................................................... 75 to user
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Gambar 5.12 Giant Check Surakarta Criterium ................................................ 76 Gambar 5.13 Jersey Surakarta Criterium ......................................................... 77 Gambar 5.14 Kaos Panitia Surakarta Criterium ............................................... 78 Gambar 5.15 Instagram Surakarta Criterium ................................................... 79 Gambar 5.16 Twitter Surakarta Criterium ....................................................... 80 Gambar 5.17 Website Surakarta Criterium ...................................................... 81 Gambar 5.18 Kaos Surakarta Criterium .......................................................... 82 Gambar 5.19 Biddon Surakarta Criterium ....................................................... 83 Gambar 5.20 Sticker Surakarta Criterium ........................................................ 84
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DAFTAR BAGAN
Bagan 1.1 Model Analisa Interaktif ................................................................. 7 Bagan 1.2 Kerangka Pikir ................................................................................. 8 Bagan 3.1 Struktur Organisasi KONI Wilayah Kota Surakarta ...................... 38
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DAFTAR TABEL
Tabel 3.1 Analisis SWOT Tunggal .................................................................. 44 Tabel 4.1 Prediksi Harga .................................................................................. 61
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