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Konsep Pengantar Tugas Akhir

PERANCANGAN VISUAL BRANDING DAN MEDIA

PROMOSI “FESTIVAL BEDUG PURWOREJO 2015”

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:

NURDIN ARIFIN

C0709054

JURUSAN S1 DESAIN KOMUNIKASI VISUAL

FAKULTAS SENI RUPA DAN DESAIN

UNIVERSITAS SEBELAS MARET

SURAKARTA

2015


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PERANCANGAN VISUAL BRANDING DAN MEDIA

PROMOSI FESTIVAL BEDUG PURWOREJO 2015

Nurdin Arifin1

Drs. Ahmad Adib, M.Hum.,Ph.D.2, Drs. Putut Handoko Pramono, M.Si

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ABSTRAK

Nurdin Arifin, 2015. Pengantar Tugas Akhir ini berjudul Perancangan

Visual Branding dan Media Promosi Festival Bedug Purworejo 2015. Event ini

diselenggarakan untuk mempromosikan Kabupaten Purworejo yang memiliki

potensi-potensi di bidang pariwisata, kebudayaan, dan kuliner. Permasalahan yang

dikaji adalah bagaimana merancang visual branding dan media promosi Festival

Bedug Purworejo 2015 agar Event yang akan pertama kali diselenggarakan ini

dikenal oleh masyarakat luas.

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. Dengan

menggandeng pemerintah, masyarakat, dan pengusaha, diharapkan

penyelenggaraan event ini memberi dampak positif di berbagai aspek.

1Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709054

2Dosen Pembimbing I

3Dosen Pembimbing II


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THE DESIGN OF VISUAL BRANDING AND PROMOTIONAL

MEDIA PURWOREJO BEDUG FESTIVAL 2015

Nurdin Arifin1

Drs. Ahmad Adib, M.Hum.,Ph.D.2, Drs. Putut Handoko Pramono, M.Si

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ABSTRACT

Nurdin Arifin, 2015. This thesis entitled Visual Branding Design and

Purworejo Bedug Festival 2015 Promotion Media. This event was held to promote

Purworejo Regency which has potentials in tourism, culture, and culinary sectors.

The problem studied was how to design visual branding and promotional media of

Purworejo Bedug Festival 2015 so then this first time held event could be known

by the wide society.

A promotion is an important aspect in marketing management and often

been said as continual process, because promotion can creates further actions. By

the collaboration of the government, society, and entrepreneur, as expected this

event accomplishment will give positive impact in many aspects.

1Student of Visual Communication Design Department with NIM C0709054

2Dosen Supervisor I

3Dosen Supervisor II


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MOTTO

"Jadilah kamu manusia yang pada kelahiranmu semua orang tertawa

bahagia, tetapi hanya kamu sendiri yang menangis; dan pada kematianmu

semua orang menangis sedih, tetapi hanya kamu sendiri yang tersenyum."

(Mahatma Gandhi)


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PERSEMBAHAN

Tugas Akhir ini penulis persembahkan kepada:

- Keluarga tercinta, Ibu, Ayah, dan Kakak yang tak henti-hentinya

memberikan semangat dan memberikan doa yang tulus demi kelancaran

- Teman-teman kontrakan BetaHouse

- Teman-teman seperjuangan DKV 2009

- Semua pihak yang telah membantu dalam pengerjaan skripsi ini.


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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 Media Promosi “Festival Bedug

Purworejo 2015”.

Dalam penyusunan tugas akhir ini, tentunya tidak lepas dari bimbingan

dan bantuan dari berbagai pihak. Oleh karena itu Penulis mengucapkan terima

kasih kepada:

1. Drs. Ahmad Adib, M.Hum., Ph.D., selaku Dekan Fakultas Seni Rupa dan

Desain, dan Pembimbing I Tugas Akhir

2. Dr. Deny Tri Ardianto, S.Sn., Dipl. Art, selaku ketua jurusan Desain

Komunikasi Visual

3. Drs. Putut Handoko Pramono, M.Si, selaku Pembimbing II Tugas Akhir

4. Hermansyah Muttaqin S.Sn., M.Sn., selaku Pembimbing Akademik

5. Dinas Koperasi Perindustrian Perdagangan dan Pariwisata Kabupaten

Purworejo yang telah memberikan ijin riset

6. Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual

Penulis menyadari bahwa penulisan ini masih ada kekurangan. Untuk itu

penulis mengharapkan saran dan kritik yang bersifat membangun, untuk

kemudian dijadikan perbaikan di masa yang akan datang.

Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi

penulis dan umumnya bagi para pembaca.


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Surakarta, 12 Juni 2015

Penulis

Nurdin Arifin

NIM C0709054


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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 ...................................................................................... xiv

DAFTAR TABEL .......................................................................................... xv

DAFTAR BAGAN .......................................................................................... xvi

BAB I PENDAHULUAN ............................................................................... 1

A. Latar Belakang .............................................................................. 1

B. Perumusan Masalah ....................................................................... 3

C. Tujuan Perancangan ....................................................................... 3

D. Manfaat .......................................................................................... 3

E. Target Audiens ............................................................................... 4

F. Metode Pengumpulan Data ............................................................ 4

BAB II KAJIAN TEORI ............................................................................... 7

A. Perancangan ......................................................................................... 7

1. Pengertian Perancangan ................................................................. 7

2. Fungsi Perancangan atau Perencanaan........................................... 8

3. Proses Perancangan ........................................................................ 9

B. Visual Branding ................................................................................... 12

1. Pengertian Brand ............................................................................ 12

2. Arti Penting Sebuah Brand (merek) ............................................... 13

3. Branding ......................................................................................... 14

4. Visual Branding ............................................................................. 15


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5. Strategi Visual Branding ................................................................ 17

C. Media Promosi ..................................................................................... 19

1. Pengertian Promosi ........................................................................ 19

2. Tujuan Promosi .............................................................................. 21

3. Bentuk-bentuk Promosi .................................................................. 22

4. Pengertian Media ........................................................................... 25

5. Optimalisasi Media ........................................................................ 26

D. Festival ................................................................................................. 27

1. Pengertian Festival ......................................................................... 27

2. Macam-macam Festival ................................................................. 28

E. Bedug ................................................................................................... 30

F. Purworejo ............................................................................................. 31

1. Sejarah Purworejo .......................................................................... 31

G. Festival Bedug Purworejo 2015 ........................................................... 35

BAB III IDENTIFIKASI DATA .................................................................. 36

A. Identifikasi Data Objek ........................................................................ 36

1. Pemerintah Kabupaten Purworejo.................................................. 36

2. Strategi Promosi di Kabupaten Purworejo ..................................... 48

3. Festival Bedug Purworejo 2015 ..................................................... 52

B. Intansi Penjalin Kerjasama ................................................................... 54

1. Dikoperindagpar ............................................................................. 54

2. Paguyuban Muda Ganesha ............................................................ 58

C. Komparasi ............................................................................................ 63

D. Analisis SWOT .................................................................................... 65

E. Unique Selling Prepotittion (USP)....................................................... 66

F. Positioning ........................................................................................... 67

BAB IV KONSEP PERANCANGAN .......................................................... 68

A. Strategi Kreatif ..................................................................................... 68

1. Dasar Pemikiran ............................................................................. 68

2. Bentuk Pesan .................................................................................. 68

3. Gaya Pesan ..................................................................................... 69


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4. Ide Kreatif ...................................................................................... 69

B. Standar Visual ...................................................................................... 70

C. Pemilihan dan Penempatan Media ....................................................... 77

1. Media Promosi ............................................................................... 77

2. Media Pendukung Acara ................................................................ 81

3. Stationery ....................................................................................... 82

4. Merchandise ................................................................................... 83

D. Prediksi Biaya ...................................................................................... 85

BAB V VISUALISASI KARYA ................................................................... 88

A. Logo Acara dan Graphic Standard Manual ........................................ 88

1. Konsep Logo .................................................................................. 88

2. Ukuran Logo .................................................................................. 88

3. Warna Logo .................................................................................... 90

4. Font/Huruf pada Logo.................................................................... 91

5. Clear Space .................................................................................... 91

6. Aplikasi Logo pada background .................................................... 91

7. Ketentuan Penggunaan Logo ......................................................... 93

8. Visual Key/ Grafis Pengikat ........................................................... 95

B. Stationery ............................................................................................. 96

1. Kartu Nama .................................................................................... 96

2. Id-Card ........................................................................................... 97

3. Kop Surat ....................................................................................... 98

4. Amplop ........................................................................................... 99

5. Map ................................................................................................ 100

6. CD .................................................................................................. 101

7. Tempat CD ..................................................................................... 102

8. Stempel (Cap)................................................................................. 102

C. Media Promosi ..................................................................................... 103

1. Poster .............................................................................................. 103

2. Brosur ............................................................................................. 104

3. Flyer ............................................................................................... 105

4. X Banner ........................................................................................ 106


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5. Spanduk .......................................................................................... 107

6. Baliho ............................................................................................. 108

7. Buku Wisata ................................................................................... 109

8. Website ........................................................................................... 113

9. Sticker One Way Vision .................................................................. 114

D. Media Pendukung Acara ...................................................................... 115

1. Umbul-umbul ................................................................................. 115

2. Flag Chain ..................................................................................... 116

3. Kaos Peserta ................................................................................... 117

4. Headband ....................................................................................... 118

E. Merchandising ..................................................................................... 119

1. Kaos ............................................................................................... 119

2. Pin .................................................................................................. 120

3. Stiker .............................................................................................. 121

4. Topi ................................................................................................ 122

5. Gantungan Kunci ........................................................................... 123

6. Blocknote ........................................................................................ 124

7. Jam Dinding ................................................................................... 125

8. Ballpoint ......................................................................................... 126

9. Payung............................................................................................ 127

10. Jaket................................................................................................ 128

11. Tumbler .......................................................................................... 129

BAB VI PENUTUP ........................................................................................ 130

A. Kesimpulan .......................................................................................... 130

B. Saran ..................................................................................................... 131

DAFTAR PUSTAKA ..................................................................................... 133

LAMPIRAN .................................................................................................... 134


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DAFTAR GAMBAR

Gambar 3.1 Lambang Kabupaten Purworejo ................................................... 36

Gambar 3.2 Logo Brand Kabupaten Purworejo ............................................... 38

Gambar 3.3 Peta Kabupaten Purworejo ........................................................... 41

Gambar 3.4 Lambang Kabupaten Purworejo ................................................... 54

Gambar 3.5 Struktur Organisasi Dikoperindagpar........................................... 55

Gambar 3.6 Logo Paguyuban Muda Ganesha.................................................. 58

Gambar 3.7 Acara Jepara Bedug Festival ........................................................ 63

Gambar 3.8 Poster Jakarta Nigt Religious Festival .......................................... 64

Gambar 4.1 Konsep Logo Festival Bedug Purworejo ..................................... 73

Gambar 4.2 Warna Logo Festival Bedug Purwoejo 2015 ............................... 75

Gambar 4.3 Contoh Layout yang akan digunakan ........................................... 76

Gambar 4.4 Bedug Pendowo............................................................................ 76

Gambar 4.5 Clorot makanan khas Kabupaten Purworejo ................................ 76

Gambar 4.6 Tari Ndolalak................................................................................ 76


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DAFTAR TABEL

Tabel 3.1 Jumlah Penduduk Kabupaten Purworejo per 1 Juli 2014 ................ 43

Tabel 3.2 Analisis SWOT ................................................................................ 65

Tabel 4.1 Prediksi Biaya Festival Bedug Purworejo 2015 .............................. 86


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DAFTAR BAGAN

Bagan 1.1 Teknik Analisis Data....................................................................... 7

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