PERANCANGAN ULANG BRAND IDENTITY

KOMNAS PEREMPUAN

Laporan Tugas Akhir

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

Nama : Christania Dara Arifin

NIM : 00000021042

Program Studi : Desain Komunikasi Visual

Fakultas : Seni dan Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2021

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LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:

Nama : Christania Dara Arifin

NIM : 00000021042

Program Studi : Desain Komunikasi Visual

Fakultas : Seni dan Desain

Universitas Multimedia Nusantara

Judul Tugas Akhir : Perancangan Ulang Brand Identity KOMNAS

Perempuan

PERANCANGAN ULANG BRAND IDENTITY KOMNAS PEREMPUAN

dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan

belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas

Multimedia Nusantara maupun di perguruan tinggi lainnya.

Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan

pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali

arahan pembimbing akademik dan narasumber.

Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,

apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam

pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan

gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang

berlaku di Universitas Multimedia Nusantara.

Tangerang, 1 Januari 2021

Christania Dara Arifin

iv

KATA PENGANTAR

Penulis merasa tertarik pada topik perancangan ulang Komnas Perempuan karena

Komnas Perempuan merupakan lembaga negara yang dirasa sangat konsisten

dalam upaya pemenuhan HAM perempuan. Lembaga ini juga merupakan salah

satu lembaga paling penting bagi penulis yang juga merupakan seorang

perempuan. Di Indonesia yang masih menganut paham patriarkis yang tinggi,

perempuan seringkali dijadikan objek dan menyebabkan tidak terpenuhinya hak –

hak dasar tiap perempuan. Penulis merasa tertarik ingin mengembangkan lembaga

ini karena nilai – nilai yang dianut dan diterapkan oleh Komnas Perempuan adalah

nilai – nilai yang menurut penulis harus mendapatkan dukungan penuh dalam

mewujudkannya.

Penulis juga mengucapkan terima kasih atas dukungan dari berbagai pihak

dan berbagai mental support yang telah diberikan kepada penulis selama

mengerjakan Tugas Akhir ini. Orang – orang hebat tersebut ialah:

1. Yang terhormat, ketua Program Studi, Bapak Mohammad Rizaldi,

S.T., M.Ds.

2. Dosen Pembimbing yang sudah banyak memberikan insight dan

menuntun saya Bapak Gideon K.F.H Hutapea, S.T., M.Ds.

3. Kak Yulita dari Komnas Perempuan selaku narasumber yang sudah

meluangkan waktunya untuk membantu Tugas Akhir ini.

4. Eldad, Meliana, Seira, Laurentia, Dina, Vilten, Tumbur dan Patricia

selaku teman bimbingan yang telah memberi support selama

pengerjaan.

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5. Marchella, Veronica, Sasa dan Eileen sebagai teman – teman penulis

yang memberikan dukungan lebih banyak dan peminjaman alat

dibandingkan teman – teman lainnya dan selalu hadir untuk penulis.

6. Evelyn, Yolanda, Chatralia dan teman – teman lainnya selaku teman –

teman penulis yang kerap memberikan dukungan selama pengerjaan

berlangsung.

7. Keluarga tersayang yang telah membesarkan saya.

8. Pihak – pihak lainnya yang tidak disebutkan namun tetap berjasa.

Tangerang, 5 Januari 2021

Christania Dara Arifin

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ABSTRAKSI

Komnas Perempuan merupakan lembaga independen negara ini diresmikan tahun 1998 dan menjadi tempat pelaporan kekerasa pada wanita dan pembela hak asasi manusia perempuan. Lembaga ini telah mengganti visi, misi dan tujuannya pada tahun 2020. Namun, perubahan ini tidak disertai dengan perubahan identitas brand. Masalah lainnya adalah identitas yang digunakan tidak dapat memberikan persepsi positif terutama keamanan bagi perempuan. Jika tidak adanya perubahan identitas brand, maka nilai – nilai yang ingin dibentuk melalui visualnya tidak akan sampai pada masyarakat dan masyarakat juga tidak dapat melihat lembaga ini dapat dipercaya dan memberikan perlindungan. Penulis menggunakan metode pengumpulan data hybrid dimana penulis melakukan wawancara dengan Yulita dari Komnas Perempuan, kuesioner serta studi eksisting dan studi referensi. Berdasarkan hasil pengolahan data, maka dibutuhkan perancangan ulang identitas brand Komnas Perempuan yang termasuk didalamnya logo, graphic standard manual dan collateral media. Hasil perancangan ini diharapkan dapat mencerminkan nilai – nilai yang dianut Komnas Perempuan serta meningkatkan kepercayaan masyarakat akan lembaga ini.

Kata kunci: design, identitas brand, Komnas Perempuan.

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ABSTRACT

Komnas Perempuan is an independent state institution that was inaugurated in 1998 and is a place for reporting violence against women and women's human rights defenders. This institution has changed its vision, mission and goals in 2020. However, this change was not accompanied by a change in brand identity. Another problem is that the identity used now cannot provide a positive perception, especially security for women. If there is no change in brand identity, the values to be formed through the visuals will not reach the community and society will also not be able to see this institution as being trustworthy and providing protection. The author used a hybrid data collection method where the author conducts interviews with Ms. Yulita from Komnas Perempuan, questionnaires as well as existing studies and reference studies. Based on the results of data processed, it is necessary to redesign the brand identity of Komnas Perempuan which includes the logo, graphic standard manual and collateral media. The results of this design are expected to reflect the values held by Komnas Perempuan and increase public confidence in this institution.

Keywords: design, brand identity, Komnas Perempuan

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DAFTAR ISI

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

HALAMAN PENGESAHAN TUGAS AKHIR/SKRIPSI* ............................ III

KATA PENGANTAR ......................................................................................... IV

ABSTRAKSI ....................................................................................................... VI

ABSTRACT ......................................................................................................... VII

DAFTAR ISI .................................................................................................... VIII

DAFTAR GAMBAR ........................................................................................... XI

DAFTAR LAMPIRAN ................................................................................... XVII

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

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

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

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

1.4. Tujuan Tugas Akhir ................................................................................... 3

1.5. Manfaat Tugas Akhir ................................................................................. 3

BAB II TINJAUAN PUSTAKA ........................................................................... 5

2.1. Brand.......................................................................................................... 5

2.1.1. Identitas Brand ................................................................................ 5

2.1.2. Fungsi Brand ................................................................................... 6

2.2. Rebranding ................................................................................................. 6

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2.3. Logo ........................................................................................................... 7

2.2.1. Jenis Logo ....................................................................................... 8

2.4. Pengaplikasian Pada Media ..................................................................... 10

2.5. Desain Grafis ........................................................................................... 12

2.5.1. Elemen Formal Desain .................................................................. 13

2.5.1. Prinsip Desain ............................................................................... 14

2.6. Typography .............................................................................................. 16

2.5.1. Anatomi Huruf .............................................................................. 16

2.5.1. Prinsip Desain ............................................................................... 17

2.7. Warna ....................................................................................................... 20

2.7.1. Kategori Warna ............................................................................. 21

2.8. Psikologi Warna ....................................................................................... 23

2.9. Proporsi .................................................................................................... 24

2.9.1. Grid ............................................................................................... 25

2.9.2. Jenis Grid ...................................................................................... 26

2.10. Graphic Standard Manual ....................................................................... 24

2.11. Komnas Perempuan ................................................................................. 28

2.11.1. Tujuan, Visi dan Misi ................................................................... 28

2.11.2. Sejarah dan Perkembangan ........................................................... 29

BAB III METODOLOGI ................................................................................... 32

3.1. Metodologi Pengumpulan Data .............................................................. 32

3.1.1. Wawancara .................................................................................... 32

3.1.2. Kuesioner ...................................................................................... 37

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3.2. Studi Existing ........................................................................................... 44

3.3.1. RebrandingLembaga Negara ....................................................... 44

3.3.2. Lembaga Perlindungan Perempuan International ......................... 48

3.3. Studi Referensi ......................................................................................... 51

3.4. Metodologi Perancangan ......................................................................... 53

BAB IV METODOLOGI .................................................................................... 55

4.1. Strategi Perancangan ................................................................................ 55

4.1.1. Clarifying Strategy ........................................................................ 55

4.1.2. Designing Identity ......................................................................... 61

4.1.3. Creating Touchpoints ................................................................... 84

4.1.4. Managing Assets ......................................................................... 134

4.2. Analisis Perancangan ............................................................................. 137

4.2.1. Analisis logo ............................................................................... 137

4.2.2. Brand Guidelines ........................................................................ 139

4.2.3. Analisis supergrafis ..................................................................... 141

4.2.4. Analisis Item Merchandise ......................................................... 143

4.2.5. Analisis Item Korporat ................................................................ 144

4.2.6. Analisis Media Cetak .................................................................. 146

4.2.7. Analisis Media Cetak .................................................................. 148

4.2.8. Analisis Media Kampanye .......................................................... 150

DAFTAR PUSTAKA .......................................................................................... IX

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DAFTAR GAMBAR

Gambar 2.1. Contoh Logo Wordmark ..................................................................... 8

Gambar 2.2. Contoh Logo Letterforms ................................................................... 9

Gambar 2.3. Contoh Logo Pictorial Marks ............................................................. 9

Gambar 2.4. Contoh Logo Abstract Marks ........................................................... 10

Gambar 2.5. Contoh Logo Emblems .................................................................... 10

Gambar 2.6. Anatomi Karakter ............................................................................. 16

Gambar 2.7. Anatomi Huruf .................................................................................. 17

Gambar 2.8. Tipografi Gaya Lama ....................................................................... 18

Gambar 2.9. Tipografi Transitional ...................................................................... 18

Gambar 2.10. Tipografi Modern ........................................................................... 18

Gambar 2.11. Tipografi Slab Serif ........................................................................ 19

Gambar 2.12. Tipografi Sans Serif ....................................................................... 19

Gambar 2.13. Visualisasi Hue, Value dan Satusasi .............................................. 21

Gambar 2.14. Contoh Grid .................................................................................... 26

Gambar 2.15. Single Column Grid ....................................................................... 26

Gambar 2.16. Multi Column Grid ......................................................................... 27

Gambar 2.17. Modular Grid ................................................................................. 27

Gambar 2.18. Logo Komnas Perempuan ............................................................... 31

Gambar 3.1. Hasil Kuisioner 1 ............................................................................. 39

Gambar 3.2. Hasil Kuisioner 2 ............................................................................. 39

Gambar 3.3. Logo BUMN .................................................................................... 45

Gambar 3.4. Logo KEMNAKER .......................................................................... 46

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Gambar 3.5. Logo KEMENKES .......................................................................... 47

Gambar 3.6. Logo UN Women ............................................................................. 48

Gambar 3.7. Logo NCS ........................................................................................ 50

Gambar 3.8. Logo Huemanity Creativa ................................................................ 51

Gambar 3.9. Referensi Warna ............................................................................... 52

Gambar 3.10. Media BEKRAF 1 .......................................................................... 53

Gambar 3.11. Media BEKRAF 2 .......................................................................... 54

Gambar 3.12. GSM I love New York ................................................................... 54

Gambar 4.1. Mind map ......................................................................................... 55

Gambar 4.2. Contoh moodboard ........................................................................... 62

Gambar 4.3. Iterasi sketsa Dependable ................................................................. 63

Gambar 4.4. Iterasi Sketsa Kuat ............................................................................ 64

Gambar 4.5. Iterasi Sketsa akhir ........................................................................... 65

Gambar 4.6. Digitalisasi Kasar Logo .................................................................. 66

Gambar 4.7. Iterasi Final Logo ............................................................................. 67

Gambar 4.8. Logo Final ........................................................................................ 68

Gambar 4.9. . Logo Final diapositif ....................................................................... 68

Gambar 4.10. Unsur Logo ..................................................................................... 69

Gambar 4.11. Struktur Logo ................................................................................. 70

Gambar 4.12. Alternatif Color Palette ................................................................. 71

Gambar 4.13. Color Palette Final ......................................................................... 72

Gambar 4.14. Alternatif Typeface ......................................................................... 73

Gambar 4.15. Typeface Headline ........................................................................... 74

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Gambar 4.16. Typeface Body Text ......................................................................... 75

Gambar 4.17. Unsur Supergrafis .......................................................................... 76

Gambar 4.18. Alternatif Warna Supergrafis .......................................................... 77

Gambar 4.19. Grid Supergrafis ............................................................................. 78

Gambar 4.20. Placement Supergrafis .................................................................... 79

Gambar 4.21. Photo Treatment 1 ........................................................................... 81

Gambar 4.22. Before After Photo Treatment 2 ...................................................... 82

Gambar 4.23. Photo Treatment 3 ........................................................................... 83

Gambar 4.24. Sitemap Website .............................................................................. 86

Gambar 4.25. Landing Page Website .................................................................... 87

Gambar 4.26. Grid Website 1 ................................................................................ 88

Gambar 4.27. Grid Website 2 ................................................................................ 89

Gambar 4.28. Grid Website 3 ................................................................................ 90

Gambar 4.29. Placement Website .......................................................................... 91

Gambar 4.30. Alternatif Amplop ........................................................................... 92

Gambar 4.31. Grid Layout Envelope Final ............................................................ 93

Gambar 4.32. Konsep Perancangan Awal Surat .................................................... 94

Gambar 4.33. Grid Layout Surat ............................................................................ 95

Gambar 4.34. konsep perancangan awal kartu nama ............................................. 96

Gambar 4.35. Final Kartu Nama ............................................................................ 97

Gambar 4.36. konsep perancangan awal map A4 .................................................. 97

Gambar 4.37. Grid Layout Map ............................................................................. 98

Gambar 4.38. Placement Final Media Stationary ................................................. 99

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Gambar 4.39. Konsep Seragam ........................................................................... 100

Gambar 4.40. Final Placement Seragam ............................................................ 100

Gambar 4.41. Grid Layout ID Card ..................................................................... 101

Gambar 4.42. Grid Layout ID Card Final ........................................................... 102

Gambar 4.43. Placement ID Card Final ............................................................... 103

Gambar 4.44. Cap ................................................................................................ 103

Gambar 4.45. Placement Cap .............................................................................. 104

Gambar 4.46. Kaos Kampanye ............................................................................ 105

Gambar 4.47. Final Mockup Kaos Kampanye ..................................................... 105

Gambar 4.48. Perancangan awal ID card anggota kampanye ............................. 106

Gambar 4.49. Grid Layout ID Card External ...................................................... 107

Gambar 4.50. Placement Final ID Card External .............................................. 108

Gambar 4.51. Grid Layout Pena .......................................................................... 109

Gambar 4.52. Placement Pena ............................................................................. 109

Gambar 4.53. Grid Layout Signage 1 .................................................................. 111

Gambar 4.54. Alternatif Signage 2 ...................................................................... 112

Gambar 4.55. Alternatif Signage Final ................................................................ 113

Gambar 4.56. Placement Final Signage .............................................................. 113

Gambar 4.57. Grid Layout Slide .......................................................................... 114

Gambar 4.58. Placement Slide ............................................................................. 115

Gambar 4.59. Grid Layout Instagram Post ......................................................... 116

Gambar 4.60. Photo Treatment Tokoh ................................................................ 116

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Gambar 4.61. Final Feeds Instagram ................................................................... 117

Gambar 4.62. Grid Layout Sertifikat ................................................................... 118

Gambar 4.63. Placement Sertifikat ..................................................................... 119

Gambar 4.64. Konsep Awal Kalender ................................................................ 120

Gambar 4.65. Konsep Final Kalender ................................................................. 121

Gambar 4.66. Placement Final Kalender ........................................................... 122

Gambar 4.67. Perancangan Ephemera ................................................................. 123

Gambar 4.68. Placement Ephemera .................................................................... 124

Gambar 4.69. Alternatif Poster ............................................................................ 125

Gambar 4.70. Grid Layout Poster Final ............................................................... 126

Gambar 4.71. Grid Layout Folded Brochure ....................................................... 128

Gambar 4.72. Placement Folded Brochure ......................................................... 129

Gambar 4.73. Perancangan Awal Banner ........................................................... 130

Gambar 4.74. Grid Layout Banner Final ............................................................. 131

Gambar 4.75. Placement Banner ........................................................................ 132

Gambar 4.76. Grid Layout Backdrop .................................................................. 133

Gambar 4.77. Final Backdrop .............................................................................. 134

Gambar 4.78. Contoh Grid Layout Brand Guidelines ......................................... 135

Gambar 4.79. Placement contoh halaman Brand Guidelines .............................. 136

Gambar 4.80. Stationary ...................................................................................... 144

Gambar 4.81. Uniform ......................................................................................... 145

Gambar 4.82. Placement Signage ........................................................................ 146

Gambar 4.83. Media Cetak .................................................................................. 147

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Gambar 4.84. Instagram Feeds ............................................................................ 148

Gambar 4.85. Website .......................................................................................... 149

Gambar 4.86. Media Kampanye .......................................................................... 150

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DAFTAR TABEL

Tabel 4.1. Tabel superior competitive Positioning ................................................ 55

Tabel 4.2. Tabel Brand Brief ................................................................................. 57

Tabel 4.3. Tabel Konsep ........................................................................................ 60

Tabel 4.4. Tabel Perencanaan Media ..................................................................... 84

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DAFTAR LAMPIRAN

LAMPIRAN A: TRANSCRIBE WAWANCARA ........................................ XVII

LAMPIRAN B: KUESIONER .................................................................. XXXIV

LAMPIRAN C: FORM BIMBINGAN ................................................... XXXVII