Perancangan Identitas Visual Bakmi 103

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PERANCANGAN IDENTITAS VISUAL BAKMI 103 Ditulis sebagai syarat untuk memeroleh gelar Sarjana Seni (S.Sn.). Laporan Tugas Akhir. Nama. : Dea Adeline. NIM. : 09120210087. Program Studi. : Desain Komunikasi Visual. Fakultas. : Seni & Desain. UNIVERSITAS MULTIMEDIA NUSANTARA TANGERANG 2013. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

HALAMAN PERNYATAAN ORISINALITAS. Tugas Akhir ini adalah hasil karya saya sendiri, dan semua sumber baik yang dikutip maupun dirujuk telah saya nyatakan dengan benar.. Nama. : Dea Adeline. NIM. : 09120210087. Program Studi. : Desain Komunikasi Visual. Fakultas. : Seni & Desain. Tanda Tangan. :. Tanggal. : 18 Februari 2013. iii. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

KATA PENGANTAR. Puji dan syukur kepada Tuhan Yesus Kristus karena atas berkat-Nya penulis diperbolehkan menyelesaikan penulisan tugas akhir yang berjudul ‘Perancangan Identitas Visual Bakmi 103’ ini sebagai syarat untuk memeroleh gelar Sarjana Seni. Karena Atas rencana-Nya pula penulis boleh belajar banyak hal selama menjalani proses pengerjaan tugas akhir ini.. Terima kasih juga penulis ucapkan kepada semua pihak yang baik langsung maupun tidak langsung membantu penulis menyelesaikan pengerjaan tugas akhir ini, kepada; 1. Bapak Ninok Leksono selaku Rektor Universitas Multimedia Nusantara, Bapak Gumelar selaku Dekan, Bapak Desi selaku Kepala Program Studi DKV dan segenap dosen, atas kesempatan yang diberikan kepada penulis untuk menyelesaikan pendidikan di Universitas Multimedia Nusantara. 2. Bapak Surianto Rustan dan Ibu Ratna Cahaya atas bimbingan dan kesabarannya selama menjadi pembimbing penulis dalam mengerjakan tugas akhir ini. 3. Mama, Papa, Koko, Caca, Tini, dan Darryl atas doa, dukungan, kasih sayang, dan segala bentuk bantuannya selama proses pengerjaan tugas akhir ini. Terima kasih telah menjadi sumber semangat penulis dalam menyelesaikan tugas akhir ini. 4. Ibu Maryati, Bapak Handoko, dan Ibu Stefani atas waktu dan kerja sama yang sangat menyenangkan bersama Bakmi 103.. iv. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

5. Mega Janis, Jingga Dewi, dan Verena Lisa Kusnandar atas bantuannya untuk mencari narasumber, sumber literatur, serta segala pendapat dan saran yang diberikan. 6. Alvernia Andhina, Jethro Lismano, Ryan Varian, Baswara Raspati, Tantyo Satrio Wibowo, Aryo Wicaksono, dan Jessica Juliana atas segala bantuan, pendapat, dorongan semangat, dan terlebih atas waktu dan kebersamaan yang diberikan kepada penulis. 7. Edina Margareth dan Triden Tan, teman seperjuangan dalam menyelesaikan tugas akhir ini. Terima kasih atas saran semangat yang selalu diberikan.. Semoga tugas akhir ini dapat bermanfaat dan menjadi referensi yang berguna baik bagi pelaku bisnis, desainer grafis, mahasiswa desain, atau pun pihak – pihak lain yang menaruh minat pada perancangan identitas visual.. Bekasi, 11 Januari 2013. Dea Adeline. v. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

ABSTRAKSI Tahun ini, Bakmi 103 yang telah berdiri sejak tahun 1975 akan mengalami penggusuran sebanyak setengah dari area restorannya karena pembangunan tol fly over di kawasan Tanjung Priok, Jakarta Utara. Namun hal tersebut ternyata menjadi pemicu bagi keluarga pemilik Bakmi 103 untuk membuka cabang barunya. Tidak hanya baru secara fisik / bangunan, tapi juga sistem di dalamnya guna beradaptasi dengan perkembangan zaman. Perubahan ini tentunya harus didukung dengan identitas visual yang kuat, apa lagi selama ini Bakmi 103 belum memiliki atribut identitas visual. Perancangan identitas visual ini akan melalui proses penelitian baik dari sisi pemilik maupun pelanggan Bakmi 103, yang dilanjutkan dengan pembuatan moodboard, sketsa manual dan digital, hingga terpilih sebuah logo yang paling mewakili kepribadian dari Bakmi 103. Logo ini akan diaplikasikan ke dalam berbagai media, dan penggunaannya diatur dalam sebuah buku panduan logo. Kata kunci: Bakmi 103, adaptasi, perluasan bisnis, identias visual, branding, logo.. vi. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

ABSTRACT Bakmi 103, first found in 1975, will undergo the eviction half of its area due to the fly over highway construction at Tanjung Priok, Jakarta Utara. Nevertheless, the eviction triggers its owner to show his/her determination to overcome that agony by having a new branch with fresh concept. That new branch will not be only physically new, but also systematically different to offer customers with new experience that they have never imagined before. In order to attract customers and make all of these changes happen, Bakmi 103 must have a strong and sophisticated visual identity because It did not own its visual identity before. The making of this visual identity will be planned and designed carefully through a research to both Bakmi 103 owner and its customer. After the conclusion of the visual identity planning, next step will be the making of moodboard, manual and digital sketch, until the best concept or logo to represent Bakmi 103’s identity is selected. The logo will be applied to a variety of media, which the term of its usage will be managed on the logo usage manual. Keywords: Bakmi 103, adaptation, business expansion, visual identity, branding, logo.. vii. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

DAFTAR ISI. HALAMAN PENGESAHAN TUGAS AKHIR .................................................................................... ii HALAMAN PERNYATAAN ORISINALITAS .................................................................................. iii KATA PENGANTAR ............................................................................................................................iv ABSTRAKSI ..........................................................................................................................................vi ABSTRACT ......................................................................................................................................... vii DAFTAR ISI ....................................................................................................................................... viii DAFTAR GAMBAR...............................................................................................................................x DAFTAR TABEL ............................................................................................................................... xiii BAB I PENDAHULUAN .......................................................................................................................1 1.1.. Latar Belakang.........................................................................................................................1. 1.2.. Rumusan Masalah....................................................................................................................3. 1.3.. Batasan Masalah ......................................................................................................................4. 1.4.. Tujuan Tugas Akhir.................................................................................................................4. 1.5.. Manfaat Tugas Akhir...............................................................................................................4. 1.6.. Metodologi Desain ..................................................................................................................5. BAB II TINJAUAN PUSTAKA .............................................................................................................6 2.1.. Identitas Visual ........................................................................................................................6. 2.1.1.. Elemen .............................................................................................................................8. 2.1.2.. Pedoman Sistem Identitas..............................................................................................18. 2.1.3.. Branding ........................................................................................................................20. 2.2.. Market....................................................................................................................................22. 2.3.. Persepsi Visual ......................................................................................................................28. 2.3.1.. Pengaturan Persepsi .......................................................................................................29. 2.3.2.. Pengarahan Pandangan ..................................................................................................36. 2.4.. Chinese Food .........................................................................................................................38. 2.4.1.. Budaya Masakan Cina di Kalangan Masyarakat Perkotaan Indonesia .........................38. 2.4.2.. Bakmi.............................................................................................................................43. BAB III HASIL PENELITIAN .............................................................................................................44 3.1.. Gambaran Umum Penelitian .................................................................................................44. 3.2.. Profil Klien ............................................................................................................................44. 3.3.. Tahapan Kerja........................................................................................................................46. 3.3.1.. Wawancara Pemilik........................................................................................................46. 3.3.2.. Wawancara Entitas Sejenis.............................................................................................48. viii. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

3.3.3.. Wawancara Pelanggan....................................................................................................50. 3.3.4.. Perancangan...................................................................................................................51. BAB IV ANALISIS...............................................................................................................................66 4.1.. Logo.......................................................................................................................................66. 4.1.1.. Bentuk............................................................................................................................66. 4.1.2.. Tipografi ........................................................................................................................70. 4.1.3.. Warna.............................................................................................................................72. 4.2.. Pedoman Identitas Visual ......................................................................................................75. 4.3.. Aplikasi..................................................................................................................................79. BAB V PENUTUP ................................................................................................................................90 5.1.. Kesimpulan ............................................................................................................................90. 5.2.. Saran ......................................................................................................................................91. DAFTAR PUSTAKA............................................................................................................................92 LAMPIRAN ..........................................................................................................................................93. ix. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

DAFTAR GAMBAR. Gambar 2.1 Contoh Pedoman Identitas.......................................................................14 Gambar 2.2 Contoh Stationery.....................................................................................14 Gambar 2.3 Contoh Marketing Kit..............................................................................15 Gambar 2.4 Contoh Website........................................................................................15 Gambar 2.5 Contoh Humas..........................................................................................15 Gambar 2.6 Contoh Kendaraan....................................................................................16 Gambar 2.7 Contoh Signage........................................................................................16 Gambar 2.8 Contoh Packaging.... ...............................................................................16 Gambar 2.9 Contoh Seragam.... ..................................................................................17 Gambar 2.10 Contoh Merchandise.. ...........................................................................17 Gambar 2.11 Similarity... ............................................................................................28 Gambar 2.12 Closure...... ............................................................................................29 Gambar 2.13 Figure and Ground...... ..........................................................................29 Gambar 2.14 Continuation...... ....................................................................................30 Gambar 2.15 Proximity...... .........................................................................................31 Gambar 3.1 Logo Jun Njan...... ...................................................................................49 Gambar 3.2 Mindmapping. ......................................................................................... 52 Gambar 3.3 Moodboard Nostalgia 1.. .........................................................................53 Gambar 3.4 Moodboard Nostalgia 2.... .......................................................................53 Gambar 3.5 Moodboard Nostalgia 3.. .........................................................................54 Gambar 3.6 Moodboard Kesederhanaan 1..................................................................54 Gambar 3.7 Moodboard Kesederhanaan 2..................................................................55 Gambar 3.8 Moodboard Kesederhanaan 3..................................................................55. x. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

Gambar 3.9 Moodboard Tanjung Priok 1... ................................................................56 Gambar 3.10 Moodboard Tanjung Priok 2..................................................................56 Gambar 3.11 Moodboard Oriental 1............................................................................57 Gambar 3.12 Moodboard Oriental 2............................................................................57 Gambar 3.13 Moodboard Oriental 3............................................................................58 Gambar 3.14 Sketsa Manual 1.....................................................................................59 Gambar 3.15 Sketsa Manual 2.....................................................................................60 Gambar 3.16 Sketsa Manual 3.....................................................................................60 Gambar 3.17 Sketsa Manual 4.....................................................................................61 Gambar 3.18 Sketsa Manual 5.............................................................................................61 Gambar 3.19 Sketsa Manual 6.....................................................................................62 Gambar 3.20 Sketsa Digital 1......................................................................................63 Gambar 3.21 Sketsa Digital 2......................................................................................63 Gambar 3.22 Logo Pilihan Awal.................................................................................64 Gambar 3.23 Sketsa Perubahan Jangkar …………………….………………………64 Gambar 3.24 Logo Final..............................................................................................65 Gambar 4.1 Logo Bakmi 103............................................................................................66 Gambar 4.2 Simbol Fu, Lu, Shou................................................................................67 Gambar 4.3 Simbolisasi Karakter Fu...........................................................................67 Gambar 4.4 Tatakan Gelas dengan Simbol Cina..................................................................68 Gambar 4.5 Undangan Double Happiness …………………………………………..69 Gambar 4.6 Modifikasi Font........................................................................................70 Gambar 4.7 Surat Jane Austen ………………………………………………………71 Gambar 4.8 Font Jane Austen......................................................................................72. xi. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

Gambar 4.9 Font Courier.............................................................................................72 Gambar 4.10 Kode Warna Merah ...............................................................................73 Gambar 4.11 Kode Warna Soft Beige..........................................................................74 Gambar 4.12 Kode Warna Beige.................................................................................74 Gambar 4.13 Ukuran Logo..........................................................................................76 Gambar 4.14 Warna Logo............................................................................................76 Gambar 4.15 Aturan Typeface. ...................................................................................77 Gambar 4.16 Aturan Supergraphic..............................................................................78 Gambar 4.17 Supergraphic..........................................................................................78 Gambar 4.18 Kop Surat...............................................................................................79 Gambar 4.19 Amplop...................................................................................................80 Gambar 4.20 Kartu Nama…........................................................................................94 Gambar 4.21 Folder. ...................................................................................................81 Gambar 4.22 Piring dan Mangkok...............................................................................82 Gambar 4.23 Tissue.....................................................................................................82 Gambar 4.24 Label Kertas Bungkus. ..........................................................................83 Gambar 4.25 Tas bungkus...........................................................................................84 Gambar 4.26 Daftar Menu...........................................................................................84 Gambar 4.27 Wallpaper..... .........................................................................................85 Gambar 4.28 Poster......................................................................................................85 Gambar 4.29 Seragam..................................................................................................86 Gambar 4.30 Website................................................................................................. 87 Gambar 4.31 Kendaraan. ............................................................................................ 88 Gambar 4.32 Outdoor Signage. ...................................................................................89. xii. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.

DAFTAR TABEL. Tabel 3.1 Analisis Swot...............................................................................................47. xiii. Perancangan Identitas.., Dea Adeline, FSD UMN, 2013.