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
vi
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
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