PERANCANGAN ULANG IDENTITAS VISUAL

KODACHI

Laporan Tugas Akhir

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

Nama : Charis Christo Raranta

NIM : 00000014721

Program Studi : Desain Komunikasi Visual

Fakultas : Seni dan Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2020

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LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:

Nama : Charis Christo Raranta

NIM : 00000014721

Program Studi : Desain Komunikasi Visual

Fakultas : Seni dan Desain

Universitas Multimedia Nusantara

Judul Tugas Akhir:

PERANCANAN ULANG IDENTITAS VISUAL KODACHI

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, 12 Juni 2020

Charis Christo Raranta

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KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa karena telah

memberi berkat dan karunia sehingga penulis bisa menjalankan dan

menyelesaikan tugas akhir dengan sehat dan kuat dalam roh dan jasmani.

Kodachi adalah merek sepatu lokal asal Bandung yang sudah berdiri sejak

1975. Pada awalnya strategi Kodachi yang mengecoh konsumen bahwa mereka

produk dari Jepang berhasil pada tahun-tahun 70an sampai 90an. Namun disaat

sekarang dimana sepatu lokal sangat digemari nama sepatu Kodachi kian tidak

ada dalam benak masyarakat. Hal ini disebabkan strategi yang seblumnya yang

digunakan oleh Kodachi tidak lagi relevan dan bahkan menimbulkan kesalahan

persepsi bahwa produk buatan Kodachi tidaklah berkualitas dan orisinil. Oleh

karena itu penulis mengambil topik “Perancangan Ulang Identitas Visual

Kodachi” untuk membentuk kembali persepsi masyarakat terhadap Kodachi untuk

mendukung brand awareness terhadap Kodachi agar bertambah.

Penulis mendapatkan bahwa sebuah perancangan identitas visual

bukanlah hal yang rumit namun juga bukan hal yang mudah, melainkan jika

dijalani dengan sungguh-sungguh melalui tata cara yang benar segala hal dapat

dikerjakan dengan kecepatan dan ketepatan yang maksimal.

Akhirnya, tugas akhir ini tidak dapat berjalan dengan lancar tanpa

dukungan dari pihak-pihak yang membantu penulis. Maka dari itu penulis ingin

berterima kasih kepada:

1. Mohammad Rizaldi, S.T., M.Ds. selaku ketua program studi Desain

Komunikasi Visual Universitas Multimedia Nusantara

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2. Gideon K.F.H. Hutapea, S.T., M.Ds. selaku dosen pembimbing tugas

akhir penulis.

3. Tirta Mandira Hudhi selaku narasumber informasi video mengenai

latar belakang dari topik penulis.

4. Adhita Mahardika dan Shelton yang telah bersedia menjadi

narasumber penulis melalui wawancara.

5. Local Pride Society, selaku narasumber atas kesediaan untuk

kesediaan menerima dan menjawab kuesioner penulis

6. Narasumber FGD, Evelyn, Caristheo, Sudharma, Satria, dan kak Dana

atas kesediaan mengikuti FGD yang dilakukan oleh penulis

7. Orang tua dan adik penulis yang telah mendukung penulis dalam

pembuatan tugas akhir

8. Teman-teman penulis, para anggota sadbois yang tidak bisa disebut

namanya dan Ultima Sonora yang telah memberi dukungan moral

selama penulis mengerjakan tugas akhir

9. Rekan-rekan seperjuangan, para anggota Stupid Punk yaitu Rosemarie,

Richard, Clare, Rahmatsyah, Hilman, Sheryn, Nissi, Cliff, Renno,

Leony, Maychelle, dan Velyan

Tangerang, 16 Juni 2020

Charis Christo Raranta

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ABSTRAKSI

Kodachi adalah merek sepatu lokal dari Bandung yang telah berdiri sejak 1975. Pada awalnya Kodachi menggunakan startegi visual yang kejepang-jepangan

untuk megelabuhi masyarakat Indonesia bahwa mereka adalah merek Jepang di

mana pada jaman itu masyarakat Indonesia memiliki tingkat kepercayaan yang rendah terhadap produk buatan lokal. Namun strategi yang digunakan oleh

Kodachi sudah tidak lagi efektif pada jaman ini. Pada jaman ini banyak sekali peminat busana lokal terlebih lagi bidang sepatu. Namun di kala maraknya tren

busana lokal, brand awareness Kodachi cederung rendah. Hal itu dikarenakan

adanya salah persepsi bahwa produk sepatu buatan Kodachi tidak berkualitas dan tidak orisinil sehingga sedikit orang yang mempercayai produk dari Kodachi.

Maka dari itu penulis melakukan perancangan ulang identitas visual untuk Kodachi dengan harapan dapat megubah persepsi dari masyarakat terhadap

Kodachi. Dalam hal ini penulis melakukan pengumpulan data yaitu wawancara,

kuesioner, focus group discussion, analisa produk, dan observasi eksisting. Penulis merancang visual dengan menghilangkan esensi Jepang. Penulis membuat

identitas visual dengan ide besar forever different untuk memberikan empasis bahwa Kodachi berani berbeda dan merupakan merek sepatu yang klasik.

Identitas visual yang dirancang berupa logo, brandbook, guidelines, stationary,

packaging, media promosi, dan merchandise.

Kata kunci : perancangan ulang, identitas visual, Kodachi

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ABSTRACT

Kodachi is a local Indonesian shoe brand that was establised since 1975. Back in the 70s to the 90s, citizens have a low expectation for a local brand, therefore

Kodachi use a strategy where they use visual styles of Japan to trick consumers to

think that they are a brand from Japan. In this current days, local fashion brand is a big trend especially in the field of shoes therefore the strategy that Kodachi

used back then is not effective in this time around. Despite the big trend that is currently happening, Kodachi don’t have the same exposure as the others which

shows the brand awarness of this brand is low. The problem is cause by the wrong

perception of the consumer that have low quality products and lacks originality. Therefore, the writer will do a rebranding for Kodachi to set straight the wrong

perception of Kodachi. For this rebranding the writer had done interview, questionare, focus group discussion, product analyzing, and existing observation.

The writer made the new visual identity without using the essance of Japan. The

writer makes the visual identity with the big idea “forever different” as the benchmark of how the visuals will be. The big idea represent how Kodachi is a

bold and established brand. The writer then apply the identity to the logo, brandbook, guidelines, stationary, packaging, media promosi, dan merchandise of

Kodachi.

Keywords: rebranding, visual identity, Kodachi

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DAFTAR ISI

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

HALAMAN PENGESAHAN TUGAS AKHIR................................................ III

KATA PENGANTAR ......................................................................................... III

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

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

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

DAFTAR GAMBAR ..........................................................................................XII

DAFTAR TABEL............................................................................................ XVII

DAFTAR LAMPIRAN ................................................................................. XVIII

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

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

2.1. Desain.......................................................................................................5

2.1.1. Prinsip Desain ..................................................................................8

2.1.2. Elemen Desain ...............................................................................14

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2.1.3. Tipografi.........................................................................................18

2.1.4. Layout.............................................................................................22

2.2. Branding.................................................................................................30

2.2.1. Brand Identity.................................................................................30

2.2.2. Brand Equity ..................................................................................32

2.2.3. Brand Positioning ..........................................................................35

2.2.4. Brand Mantra .................................................................................38

2.2.5. Brand Communication ...................................................................39

2.3. Identitas Visual.......................................................................................40

2.3.1. Logo ...............................................................................................40

2.4. Graphic Standard Manual ......................................................................42

2.4.1. Guidelines Contents .......................................................................42

2.5. Fotografi .................................................................................................44

2.5.1. Komposisi Fotografi.......................................................................44

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

3.1. Metodologi Pengumpulan Data..............................................................47

3.1.1. Wawancara .....................................................................................47

3.1.2. Kodachi ..........................................................................................48

3.1.3. Kuesioner .......................................................................................51

3.1.4. FGD ................................................................................................55

3.1.5. Observasi Eksisting ........................................................................56

3.2. Metodologi Perancangan........................................................................58

3.2.1. Conducting Research .....................................................................58

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3.2.2. Clarifying Research .......................................................................58

3.2.3. Designing Identity ..........................................................................59

3.2.4. Creating Touchpoints .....................................................................59

3.2.5. Managing Assets ............................................................................59

BAB VI STRATEGI DAN ANALISIS PERANCANGAN...............................60

4.1. Strategi Perancangan ..............................................................................60

4.1.1. Conducting Research .....................................................................60

4.1.2. Clarifying Strategy .........................................................................62

4.1.3. Designing Identity ..........................................................................64

4.1.4. Creating Touchpoints .....................................................................76

4.1.5. Managing Assets ............................................................................96

4.2. Analisa Perancangan ..............................................................................99

4.2.1. Identitas Logo.................................................................................99

4.2.2. Elemen Visual ..............................................................................100

4.2.3. Stationaries ..................................................................................105

4.2.4. Media Packaging ..........................................................................107

4.2.5. Media Digital dan Cetak ..............................................................110

4.2.6. Merchandise .................................................................................113

4.2.7. Brandbook ....................................................................................113

4.2.8. Data Perancangan .........................................................................116

4.3. Budgeting .............................................................................................117

BAB V PENUTUP ............................................................................................ XIV

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5.1. Kesimpulan .......................................................................................... xiv

5.2. Saran.......................................................................................................xv

DAFTAR PUSTAKA ...................................................................................... XVII

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DAFTAR GAMBAR

Gambar 2.1. Balance ................................................................................................8

Gambar 2.2. Symmetric Balance ..............................................................................9

Gambar 2.3. Asymmetric Balance ............................................................................9

Gambar 2.4. Radial Balance...................................................................................10

Gambar 2.5. Diagrammatic Structures ..................................................................12

Gambar 2.6. Unity ..................................................................................................14

Gambar 2.7. Basic Shapes......................................................................................15

Gambar 2.8. Type Shapes .......................................................................................16

Gambar 2.9. Additive & Subtractive Color ............................................................17

Gambar 2.10. Typography......................................................................................22

Gambar 2.11. Grid Anatomy ..................................................................................23

Gambar 2.12. Single Column Grid.........................................................................25

Gambar 2.13. Multicolumn Grid ............................................................................26

Gambar 2.14. Modular Grid .................................................................................27

Gambar 2.15. Hierarchial Grid .............................................................................28

Gambar 2.16. Baseline Grid...................................................................................29

Gambar 2.17. Compund Grid .................................................................................30

Gambar 2.18. Brand Resonance Model .................................................................32

Gambar 2.19. Tipe Logo ........................................................................................42

Gambar 2.20. Rule of Thirds..................................................................................45

Gambar 2.21. Rule of Space ..................................................................................45

Gambar 2.22. Rule of Odds....................................................................................46

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Gambar 2.23. Gestalt Theory .................................................................................46

Gambar 3.1. Bukti Wawancara .............................................................................48

Gambar 3.2 Produk Kodachi .................................................................................49

Gambar 3.3. Kemasan Primer Kodachi .................................................................50

Gambar 3.1. Kemasan Sekunder Kodachi ............................................................51

Gambar 3.3. Umur dan Tempat Resonden Membeli Sepatu ...............................52

Gambar 3.4. Media Responden .............................................................................53

Gambar 3.5. Alasan Responden Membeli Sepatu .................................................53

Gambar 3.6. Tanggapan Responden .....................................................................54

Gambar 3.6. Logo Sepatu Compass ......................................................................56

Gambar 3.7. Ventela .............................................................................................57

Gambar 4.1. Moodboard .......................................................................................65

Gambar 4.2. Referensi Logo Brand Sepatu Kasual ..............................................65

Gambar 4.3. Pisau Belati .......................................................................................66

Gambar 4.4. Sketsa Logo ......................................................................................66

Gambar 4.5. Digitalisasi Sketsa ............................................................................67

Gambar 4.6. Pilihan Logo .....................................................................................67

Gambar 4.7. Logotype Awal .................................................................................68

Gambar 4.8. Proses Logo ......................................................................................68

Gambar 4.9. Logo Final Sebelum Dirapihkan ......................................................69

Gambar 4.10. Grid dan Ukuran Logo ...................................................................69

Gambar 4.11. Clear Space Logo ...........................................................................70

Gambar 4.12. Warna Brand ..................................................................................70

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Gambar 4.13. Logo Berwarna ...............................................................................71

Gambar 4.14. Font Poppins ..................................................................................71

Gambar 4.15. Font Brand .....................................................................................72

Gambar 4.16. Layer Filter .....................................................................................72

Gambar 4.17. Hasil Filter .....................................................................................73

Gambar 4.18. Contoh Rule of Third ......................................................................73

Gambar 4.19. Contoh Fotografi yang Diambil ....................................................74

Gambar 4.20. Setting Color Balance ....................................................................75

Gambar 4.21. Hasil Akhir Arahan Fotografi ........................................................75

Gambar 4.22. Grid Kartu Nama ............................................................................76

Gambar 4.23. Pengaplikasian Elemen Untuk Kartu Nama ...................................77

Gambar 4.24. Desain Akhir Kartu Nama ..............................................................77

Gambar 4.25. Grid A4 ..........................................................................................78

Gambar 4.26. Template A4 ...................................................................................78

Gambar 4.27. Penempatan Elemen Dalam Kop Surat dan Invoice .......................79

Gambar 4.28. Desain Akhir Kop Surat dan Invoice ..............................................79

Gambar 4.29. Rangka Kotak Sepatu .....................................................................80

Gambar 4.30. Templete Visual Pada Kotak Sepatu ..............................................81

Gambar 4.31. Hasil Akhir Kotak Sepatu ..............................................................81

Gambar 4.32. Desain Kertas Sepatu .....................................................................82

Gambar 4.33. Rangka Kardus ...............................................................................83

Gambar 4.34. Desain Kardus ................................................................................83

Gambar 4.35. Grid dan Template Visual Tag Harga ...........................................84

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Gambar 4.36. Hasil Akhir Desain Tag Harga .......................................................84

Gambar 4.37. Grid dan Template Visual Tas Belanja .........................................85

Gambar 4.38. Penempatan Elemen Visuak Tas Belanja ........................................86

Gambar 4.39. Desain Kotak Kardus 6 ...................................................................86

Gambar 4.40. Pengaplikasian Template Visual Instagram Feeds .........................87

Gambar 4.41. Penempatan Elemen Visual Feeds Instagram ................................88

Gambar 4.42. Desain Feeds Instagram .................................................................88

Gambar 4.43 Foto Instagram Feeds ......................................................................89

Gambar 4.44. Grid Story Instagram ......................................................................89

Gambar 4.45. Pengaplikasian Template Visual Feeds Instagram ..........................90

Gambar 4.46. Penempatan Elemen Visual Story Instagram .................................90

Gambar 4.47. Desain Story Instagram ..................................................................91

Gambar 4.48. Grid Flyer .......................................................................................92

Gambar 4.49. Penempatan Elemen Visual Flyer ..................................................92

Gambar 4.50. Desain Flyer ...................................................................................93

Gambar 4.51. Grid dan Pengaplikasian Template Visual .....................................94

Gambar 4.52. Penempatan Elemen Visual X-banner ............................................94

Gambar 4.53. Desain X-banner .............................................................................95

Gambar 4.54. Merchandise ...................................................................................96

Gambar 4.55. Grid Brandbook ..............................................................................97

Gambar 4.56. Pengaplikasian Template Visual Brandbook ..................................97

Gambar 4.57. Contoh Penempatan Elemen Visual ...............................................98

Gambar 4.58. Thumbnail Brandbook ....................................................................98

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Gambar 4.59. Mock-up Brandbook .......................................................................99

Gambar 4.60. Logo Kodachi ...............................................................................100

Gambar 4.61. Font Brand Kodachi .....................................................................101

Gambar 4.62. Warna Utama Brand .....................................................................102

Gambar 4.63. Filter Retro yang Teraplikasi .......................................................103

Gambar 4.64. Gaya Fotografi Kodachi ...............................................................104

Gambar 4.65. Mock-up Kartu Nama ...................................................................105

Gambar 4.66. Mock-up Kop Surat ......................................................................106

Gambar 4.67. Mock-up Invoice ...........................................................................107

Gambar 4.68. Mock-Up Kotak Sepatu ................................................................108

Gambar 4.69. Mock-up Kertas Sepatu ................................................................109

Gambar 4.70. Mock-up Kotak Kardus ................................................................109

Gambar 4.71. Mock-up Tag Harga ......................................................................110

Gambar 4.72. Mock-up Tas Belanja ....................................................................110

Gambar 4.73. Mock-up Instagram Feeds ............................................................111

Gambar 4.74. Mock-up Instagram Story .............................................................112

Gambar 4.75. Mock-up Flyer ..............................................................................112

Gambar 4.76. Mock-up X-banner ........................................................................113

Gambar 4.77. Desain Merchandise .....................................................................113

Gambar 4.78. Halaman Brandbook Dengan Informasi Sedikit ..........................114

Gambar 4.90. Halaman Brandbook Yang Memiliki Banyak Elemen .................115

Gambar 4.91. Tipografi Butler ............................................................................116

Gambar 4.92. Brandbook ....................................................................................116

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DAFTAR TABEL

Tabel 4.1. Tabel Budgeting Perancangan Ulang Identitas Kodachi……………114

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DAFTAR LAMPIRAN

LAMPIRAN A: FORM BIMBINGAN................................................................ xix

LAMPIRAN B: BUKTI WAWANCARA........................................................... xxi

LAMPIRAN C: KUESIONER .......................................................................... xxiii

LAMPIRAN D: STOCKPHOTO .........................................................................xxv