Lisensi ini mengizinkan setiap orang untuk menggubah ...kc.umn.ac.id/7844/2/halaman awal.pdf ·...

Team project ©2017 Dony Pratidana S. Hum | Bima Agus Setyawan S. IIP

Hak cipta dan penggunaan kembali:

Lisensi ini mengizinkan setiap orang untuk menggubah, memperbaiki, dan membuat ciptaan turunan bukan untuk kepentingan komersial, selama anda mencantumkan nama penulis dan melisensikan ciptaan turunan dengan syarat yang serupa dengan ciptaan asli.

Copyright and reuse:

This license lets you remix, tweak, and build upon work non-commercially, as long as you credit the origin creator and license it on your new creations under the identical terms.

REBRANDING RUMAH BATIK PALBATU MELALUI

PERANCANGAN IDENTITAS VISUAL

Laporan Tugas Akhir

Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

Nama : Jennifer Rosemary

NIM : 14120210255

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2018

Rebranding Rumah Batik..., Jennifer Rosemary, FSD UMN, 2018

vii

ABSTRAKSI

Sejak batik diresmikan oleh UNESCO sebagai warisan budaya tak benda yang berasal dari Indonesia pada 2 Oktober 2009, nama batik pun semakin terangkat di mata masyarakat. Hal ini sekaligus menjadi tanda bahwa masyarakat Indonesia harus menurunkan tradisi batik ke generasi yang lebih muda. Rumah Batik Palbatu didirikan dengan semangat pelestarian batik, yang mengajarkan dan mengedukasi mengenai cara pembuatan batik, sekaligus membangun lagi daerah Palbatu yang sebelumnya dikenal sebagai salah satu produsen batik di Jakarta.

Kelebihan dari Rumah Batik Palbatu adalah mengutamakan edukasi dibanding penjualan kain batik itu sendiri, serta pengajarannya yang akrab dan menyenangkan. Penyandang disabilitas pun difasilitasi untuk belajar membatik. Sayangnya nama dari Rumah Batik Palbatu tidak mencerminkan tujuan, sejarah serta penawaran yang diberikan. Logonya sendiri pun masih terlihat kuno sehingga tidak sesuai dengan target audiens dari Rumah Batik Palbatu.

Oleh karena itu dibutuhkan rebranding lewat perancangan identitas visual untuk menyesuaikan nama, nilai serta penawaran Rumah Batik Palbatu. Adapun dalam perancangan ini digunakan metode penelitian gabungan kuantitatif dan kualitatif agar diperoleh hasil yang lebih akurat dan mendalam, namun dengan banyak testimoni.

Kata kunci: Batik, Palbatu, Jakarta, Rebranding, Identitas Visual


viii

ABSTRACT

Since batik has been listed by UNESCO as an intangible cultural heritage from Indonesia on October 2nd, 2009, the term “batik” has become even more popular. This is a sign that Indonesian people needs to pass the batik tradition and knowledge to the younger generation. Rumah Batik Palbatu is established with the spirit to preserve batik, that teaches and educates on the process of making batik and also to build the Palbatu region that is once known as a region that produces batik in Jakarta.

Rumah Batik Palbatu enhances on education rather than selling the batik cloth itself, and also the warmth and joy from the teaching. People with disabilities are also welcomed and will be facilitated to learn batik. Unfortunately, the name of Rumah Batik Palbatu does not reflect the purpose, history, and offers that is given. The logo itself is still very old school and does not meet their young target market.

As such, rebranding by the design of visual identity is needed to change the name, value, and offerings of Rumah Batik Palbatu. In this research, a merge between quantitative and qualitative methods are used to achieve a more accurate and deep analysis with a lot of testimonies.

Kata kunci: Batik, Palbatu, Jakarta, Rebranding, Identitas Visual


ix

DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ..................... II

HALAMAN PENGESAHAN TUGAS AKHIR ............................................... IV

KATA PENGANTAR ........................................................................................... V

ABSTRAKSI ...................................................................................................... VII

ABSTRACT ....................................................................................................... VIII

DAFTAR ISI ....................................................................................................... IX

DAFTAR GAMBAR ........................................................................................ XIII

DAFTAR TABEL ...................................................................................... XVIIIII

DAFTAR LAMPIRAN.....................................................................................XIX

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

1.1. Latar Belakang ......................................................................................... 1

1.2. Rumusan Masalah .................................................................................... 3

1.3. Batasan Masalah ...................................................................................... 3

1.4. Tujuan Tugas Akhir ................................................................................. 4

1.5. Manfaat Tugas Akhir ............................................................................... 4

1.6. Metode Pengumpulan Data ...................................................................... 5

BAB II KAJIAN TEORI ....................................................................................... 6

2.1. Batik ......................................................................................................... 6

2.1.1. Sejarah Batik Indonesia ............................................................... 6


x

2.1.2. Ragam Batik Indonesia ................................................................ 7

2.1.3. Proses Batik ................................................................................. 8

2.2. Brand ...................................................... Error! Bookmark not defined.

2.2.1. Rebranding ................................................................................. 10

2.3. Brand Equity .......................................................................................... 11

2.4. Brand Positioning .................................................................................. 13

2.4.1. Brand Repositioning .................................................................. 15

2.5. Brand Name ........................................................................................... 16

2.6. Brand Identity ........................................................................................ 20

2.7. Logo ....................................................................................................... 22

2.7.1. Klasifikasi Logo ......................................................................... 24

2.8. Teori Gestalt ........................................................................................... 29

2.9. Tipografi ................................................................................................ 32

2.10. Warna ................................................................................................. 35

2.10.1. Jenis Warna ................................................................................ 35

2.10.2. Psikologi Warna ......................................................................... 39

2.11. Layout ................................................................................................ 41

2.12. Fotografi ............................................................................................. 45

BAB III METODOLOGI .................................................................................... 47

3.1. Gambaran Umum ................................................................................... 47

3.1.1. Rumah Batik Palbatu ................................................................. 47

3.2. Wawancara ............................................................................................. 51

3.2.1. Wawancara dengan Pendiri Rumah Batik Palbatu.....................51


xi

3.2.2. Wawancara dengan Digital Communication.............................53

3.2.3. Wawancara dengan Pengunjung ................................................ 54

3.2.4. Kesimpulan Wawancara ............................................................ 56

3.3. Kuesioner ............................................................................................... 57

3.3.1. Proses Distribusi Kuesioner ....................................................... 58

3.3.2. Analisa Kuesioner ...................................................................... 58

3.3.3. Kesimpulan Kuesioner ............................................................... 69

3.4. Analisis Kompetitor ............................................................................... 69

3.5. Analisis SWOT ...................................................................................... 71

3.6. Analisis STP .......................................................................................... 72

3.7. Analisis Visual ....................................................................................... 73

3.7.1. Visual Logo Rumah Batik Palbatu ............................................ 73

3.7.2. Studi Eksisting ........................................................................... 74

BAB IV KONSEP DAN PERANCANGAN ...................................................... 76

4.1. Konsep Perancangan .............................................................................. 76

4.1.1. Tujuan Perancangan ................................................................... 77

4.1.2. Strategi Perancangan .................................................................. 77

4.1.3. Proses Perancangan .................................................................... 79

4.1.4. Perancangan ............................................................................... 86

4.2. Analisa ................................................................................................... 94

4.2.1. Bentuk ........................................................................................ 94

4.2.2. Warna ......................................................................................... 96

4.2.3. Tipografi .................................................................................... 97


xii

4.2.4. Supergraphic .............................................................................. 98

4.2.5. Layout ...................................................................................... 100

4.2.6. Graphic Standard Manual ........................................................ 100

4.2.7. Aplikasi Media ......................................................................... 103

4.2.8. Merchandise ............................................................................. 116

4.3. Budgeting ............................................................................................. 121

BAB V PENUTUP ............................................................................................. 122

5.1. Kesimpulan .......................................................................................... 122

5.2. Saran .................................................................................................... 123

DAFTAR PUSTAKA ......................................................................................... XX

LAMPIRAN A : LEMBAR BIMBINGAN ................................................. XXIII

LAMPIRAN B : DAFTAR PERTANYAAN KUESIONER .................... XXVII

LAMPIRAN C : DAFTAR PERTANYAAN WAWANCARA .................. XXX

LAMPIRAN D : DISPLAY BOOTH .......................................................... XXXI


xiii

DAFTAR GAMBAR

Gambar 2.1. Brand Equity……………………..……………..………………….11

Gambar 2.2. Logo Levi’s……………………..……………..…………………...18

Gambar 2.3. Logo Domino’s Pizza……………………..……..…………......….19

Gambar 2.4. Logo McDonald’s……………..……………..………………….....21

Gambar 2.5. Logo Puma……………………..……..………….....................…...21

Gambar 2.6. Logo Pepsi……………………..……………..…………………....22

Gambar 2.7. Logotype Coca Cola……………………..………………………...25

Gambar 2.8. Logogram Starbucks…………………………..…………....……...25

Gambar 2.9. Logo Microsoft……………….…………..……..………….......….26

Gambar 2.10. Logo Canon……………..………………….……………..……....26

Gambar 2.11. Logo Letterform HP…………………..……….......................…...27

Gambar 2.12. Logo Emblem Tivo………………………..…….……….……….27

Gambar 2.13. Logo Pictorial Marks Shell………………..…….…….………….28

Gambar 2.14. Logo Abstract Logitech………..……………..……………...…...28

Gambar 2.15. Logo Character Hokben……………..……..…………......….…..29

Gambar 2.16. Prinsip Similarity……………..……………..…………………...30

Gambar 2.17. Prinsip Continuity……………..……………..…………..……....30

Gambar 2.18. Prinsip Closure...……………..……………..…………………....31

Gambar 2.19. Prinsip Proximity……………..……………..…………………...31

Gambar 2.20. Prinsip Figure & Ground……………..…..………………….......32

Gambar 2.21. Contoh Huruf Serif Clarendon……………..………………........33

Gambar 2.22. Contoh Huruf Sans Serif Futura……………..………..……........34

Gambar 2.23. Contoh Huruf Script Elegy…………………………………........34


xiv

Gambar 2.24. Warna Substraktif dan Aditif……………...…..………………….36

Gambar 2.25. Warna Primer………………..……………..…………………......37

Gambar 2.26. Warna Sekunder……………………..……..……………….....….37

Gambar 2.27. Warna Tersier…………..……………..………………….............38

Gambar 2.28. Contoh Working with Pages……..……………......................…...41

Gambar 2.29. Golden Ratio…………………..……………..……………….......42

Gambar 2.30. Contoh Grid……………………..……………………………......42

Gambar 2.31. Assymmetrical Grid……………..…………..…………....……...43

Gambar 2.32. Alignment…………….…….…………..……..………….......….43

Gambar 2.33. Hyphenation and Justification………..………………….……....44

Gambar 2.34. Hierarchy……………………………..………......................…...44

Gambar 3.1. Rumah Batik Palbatu………………………..…….………………48

Gambar 3.2. Membatik di Rumah Batik Palbatu……..…….……………….….49

Gambar 3.3. Motif Rumah Batik Palbatu………….………..……………..…...49

Gambar 3.4. Budi Dwi Haryanto…………………..……..…………......….…..52

Gambar 3.5. Meliana dengan Penulis……………..……………………….…...54

Gambar 3.6. Lisa Selaku Pengunjung dengan Penulis…………..…………......55

Gambar 3.7. Litha Selaku Teman Disabilitas dengan Penulis………..……......56

Gambar 3.8. Rumus Slovin…...……………..……………..…………………..57

Gambar 3.9. Suasana Pendopo Batik Museum Tekstil Jakarta.…………….….70

Gambar 3.10. Logo Rumah Batik Palbatu………………………………….......73

Gambar 3.11. Logo Sanggar Batik Astoetik…………….…..………..…….......74

Gambar 3.12. Halaman Website Sanggar Batik Astoetik….……………….......75


xv

Gambar 4.1. Mind Map Palbatu………………………..……..………………….80

Gambar 4.2. Moodboard Cerita……………..……………..………………….....82

Gambar 4.3. Moodboard Edukasi…………...…………..……..…………......….84

Gambar 4.4. Moodboard Guyub……………..…………….………………….....85

Gambar 4.5. Motif Topeng Betawi Khas Palbatu…………….......................…...86

Gambar 4.6. Sketsa Penulis……………………..…………….……………….....87

Gambar 4.7. Topeng Panji dan Samba…………………………………………...88

Gambar 4.8. Simplifkasi Raut Muka Topeng…...…………..…………....……...88

Gambar 4.9. Kembang Topeng…………………..……..……..………….......….89

Gambar 4.10. Simplifikasi Kembang Topeng…………….………….….……....90

Gambar 4.11. Sketsa Terpilih Logo Palbatu…………….……......................…...90

Gambar 4.12. Sketsa Digital Logo Palbatu……………………...……………….91

Gambar 4.13. Sketsa Digital Warna Logo Palbatu……….…………………..….92

Gambar 4.14. Alternatif Logotype Palbatu………..………………………..…....92

Gambar 2.15. Alternatif Descriptor……………..……...…..…………......……..93

Gambar 4.16. Logo Final Palbatu……………..…...………..…………………...94

Gambar 4.17. Logogram Palbatu..……………..……………..…………..……...95

Gambar 4.18. Logotype Palbatu...……………..………..…..…………………...95

Gambar 4.19. Descriptor Palbatu……………..……………..…………………..95

Gambar 4.20. Grid System Logo Palbatu……………..…..………………….....96

Gambar 4.21. Warna Logo…………………………..……..……………….......97

Gambar 4.22. Font Back to Black…………….……………..………..…….......97

Gambar 4.23. Font Gotham Bold………..………………………………….......98

Gambar 4.24. Font Marta……………………………..……..………………….98

Gambar 4.25. Elemen Lengkung Pada Topeng Betawi……………..……….....99


xvi

Gambar 4.26. Supergraphic Palbatu………..………………….…………......….99

Gambar 4.27. Aplikasi dari Grid……..…………….…………..…………….....100

Gambar 4.28. Tampilan Depan GSM………………………..............................101

Gambar 4.29. Sejarah Palbatu…………………..…………….………………...102

Gambar 4.30. Aturan Logo……………………………………………………..102

Gambar 4.31. Letterhead………………….…...…………..…………....……....103

Gambar 4.32. Namecard Depan…………………..……..……..…..……….......104

Gambar 4.33. Namecard Belakang……………………….………….………....104

Gambar 4.34. Invoice…………………….…………….……......................…...105

Gambar 4.35. Folder……………………………….…………...…………...….106

Gambar 4.37. Amplop Depan…..……………………….…………………..….107

Gambar 4.38. Amplop Belakang………………...………………………..….....107

Gambar 4.39. Judul Presentasi…………………..……...…..………….........….108

Gambar 4.40. Isi Presentasi…………………..…...………..…………………...108

Gambar 4.41. CD……………....……………..……………..…………..……...109

Gambar 4.42. CD Case...………………….…..………..…..…………………...109

Gambar 4.43. ID Pin………………………..……………..……………………110

Gambar 4.44. Apron………………….……………..…..………………….......110

Gambar 4.45. Vehicle………………………………..……..………………......111

Gambar 4.46. Stamp…………….…………….……………..………..……......111

Gambar 4.47. Poster…………..………..…………………………………........112

Gambar 4.48. Brosur Depan…………….…….……………..………..……......113

Gambar 4.49. Brosur Belakang…………………………………………...........113

Gambar 4.50. X-Banner…………………..……...…..………….........………..114

Gambar 4.51. Packaging…………………..…...………..………...…………...114


xvii

Gambar 4.52. Facebook………......…………..……………..…………..……...115

Gambar 4.53. Instagram...………………..…..………..…..…………………...115

Gambar 4.54. Website…………..…...……..……………..……………………116

Gambar 4.55. Totebag……………………..………..…..………………….......117

Gambar 4.56. Pouch………………………………..……....………………......117

Gambar 4.57. Notebook……………………….……………..………..….........118

Gambar 4.58. Pen……………..………..…………………………………........119

Gambar 4.59. Keychain…………….………….……………..………..…….....119

Gambar 4.60. Canting…………………..………………………………............119

Gambar 4.61. Mug….…………………..………………………………............120


xviii

DAFTAR TABEL

Tabel 4.1. Budgeting………………….………………………………….......121


xix

DAFTAR LAMPIRAN

LAMPIRAN A : LEMBAR BIMBINGAN..................................................XXIII

LAMPIRAN B : DAFTAR PERTANYAAN KUESIONER...................XXVII

LAMPIRAN C : DAFTAR PERTANYAAN WAWANCARA...................XXX

LAMPIRAN D : DISPLAY BOOTH...........................................................XXXI


Lisensi ini mengizinkan setiap orang untuk menggubah ...kc.umn.ac.id/7844/2/halaman awal.pdf ·...

Documents

Transcript of Lisensi ini mengizinkan setiap orang untuk menggubah ...kc.umn.ac.id/7844/2/halaman awal.pdf ·...