Perancangan Corporate Identity

ODDS Denim Dan Pengaplikasiannya Pada

Media Ramah Lingkungan

SKRIPSI

Diajukan kepada

Fakultas Teknologi Informasi

untuk memperoleh Gelar Sarjana Desain

Oleh :

Adingga Gema Agustara

NIM : 692008024

Program Studi Desain Komunikasi Visual

Fakultas Teknologi Informasi

Universitas Kristen Satya Wacana

Salatiga

Januari 2013

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PERNYATAAN

Tugas Akhir yang berikut ini :

Judul :Perancangan Corporate Identity ODDS

Denim Dan Pengaplikasiannya Pada Media

Ramah Lingkungan

Pembimbing : Amelia Rukmasari, S.Sn., M.Sn.

Adalah benar hasil karya saya :

Nama : Adingga Gema Agustara

NIM : 692008024

Saya menyatakan tidak mengambil sebagian atau seluruhnya dari

hasil karya orang lain kecuali sebagaimana yang tertulis pada daftar

pustaka.

Pernyataan ini dibuat dengan sebenar–benarnya sesuai dengan

ketentuan yang berlaku dalam penulisan karya ilmiah.

Salatiga, Januari 2013

Adingga Gema Agustara

v

KATA PENGANTAR

Puji dan syukur kepada Allah SWT, atas berkat dan

perlindungan-Nya, sehingga Penulis dapat menyelesaikan

penyusunan Skripsi yang berjudul “Perancangan Corporate Identity

ODDS Denim Dan Pengaplikasiannya Pada Media Ramah

Lingkungan”.

Tujuan dari penyusunan skripsi ini adalah untuk memenuhi

salah satu persyaratan dalam menyelesaikan program S-1. Fakultas

Teknologi Informasi, Program Studi Desain Komunikasi Visual,

Universitas Kristen Satya Wacana Salatiga.

Selama penyusunan skripsi ini, penulis telah menerima

banyak bimbingan, saran dan dukungan dari berbagai pihak, oleh

karena itu pada kesempatan ini penulis ingin menyampaikan ucapan

terima kasih kepada :

1. Bapak Andeka Rocky Tanaamah, S.E., M.Cs., selaku Dekan

Fakultas Teknologi Informasi Universitas Kristen Satya

Wacana.

2. Bapak T. Arie Setiawan Prasida, S.T., M.Cs., selaku Ketua

Program Studi Desain Komunikasi Visual, Fakultas Teknologi

Informasi, Universitas Kristen Satya Wacana.

3. Ibu Mila Chrismawati Paseleng, S.Si., M.Pd. selaku koordinator

KP / TA.

4. Ibu Amelia Rukmasari, S.Sn., M.Sn. selaku pembimbing yang

penuh kesabaran dan pengertian selama memberikan bimbingan

kepada penulis..

vi

5. Bapak Sujarwo dan Ibu Sri Mulani Esti Mahanani tercinta yang

telah berjuang tiada henti selama ini, selalu bersabar

memberikan pendidikan, pengalaman, kasih saying, dan

dukungan yang luar biasa tak tergambarkan sehingga penulis

dapat menyelesaikan skripsi dengan baik.

6. Mas Sandhika Ilham Pratama yang selalu menjadi inspirasi dan

motivasi penulis, dan mendukung dan memberi semangat tanpa

henti.

7. Vivi Vianty Devi, yang selalu setia dan bersabar menunggu

membimbing serta mencurahkan semangat kepada penulis

dengan tulus.

8. Teman-teman Dlight yang selalu memberi keceriaan, Mas

Primaditya Kostrada, Mas Yisar Andrianus, Mas Galih Aulia,

Mas Ditto Carella, Mas Benedictus Ridho atas bimbingan,

pelajaran, serta dukungan yang tak ternilai, Guruh Septian Jaya

yang selalu memberi inspirasi, bimbingan serta bantuan berarti

yang tak akan terlupakan, Mahendra Andisona, Nino Alfian

silas, semua atas dukunganya dengan cara masing-masing.

9. Teman-teman angkatan 2008, Arsan Sukma Praja, Hermawan

Galih, Seno Setiaji, Wahyu, Alona Novensa, Veronica Setyo

Kinasih, Karina Anggitasari, Monika Anggun Jatmikasari,

Meita Permana, Cintya Marta Devi, Rizki Wibisono, Albab Heri

Prasetyo, Yunika Adi Setianto atas perjuangan dan kerja

samanya selama ini, serta teman-teman yang lain yang tidak

dapat disebutkan satu persatu.

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Dengan tersusunnya skripsi ini, penulis menyadari bahwa

masih ada kekurangan-kekurangan, oleh karena itu Penulis sangat

mengharapkan saran, bimbingan dan kritik yang membangun

sehingga dapat memperbaiki skripsi ini.

Harapan Penulis semoga skripsi ini bermanfaat dan dapat

dilanjutkan untuk penelitian selanjutnya.

Salatiga, Januari 2013

Adingga Gema Agustara

viii

Daftar Isi

Halaman Judul ................................................................................................ i

Lembar Persetujuan ....................................................................................... ii

Lembar Pengesahan ...................................................................................... iii

Pernyataan ...................................................................................................... iv

Kata Pengantar ................................................................................................ v

Daftar Isi ...................................................................................................... vii

Daftar Gambar ............................................................................................... xi

Daftar Tabel ................................................................................................. xiv

Daftar Lampiran ............................................................................................ xv

Abstract ........................................................................................................ xvi

Bab 1 Pendahuluan ....................................................................................... 1

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

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

1.3 Tujuan Penelitian .......................................................................... 3

1.4 Manfaat Penelitian ........................................................................ 3

1.5 Batasan Masalah ........................................................................... 4

1.6 Sistematika Penulisan ................................................................... 5

Bab 2 Tinjauan Pustaka ............................................................................... 9

2.1 Penelitian Terdahulu ..................................................................... 9

2.2 Sejarah Corporate Identity .......................................................... 10

2.3 Pengertian Corporate Identity .................................................... 11

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2.4 Fungsi Corporate Identity ........................................................... 12

2.5 Syarat-Syarat Corporate Identity ................................................ 14

2.6 Elemen Corporate Identity ......................................................... 16

2.6.1 Logo ............................................................................. 16

2.6.2 Warna ........................................................................... 18

2.6.3 Tipografi ...................................................................... 18

2.7 Media-Media Corporate Identity ................................................ 20

2.7.1 Kartu Nama .................................................................. 20

2.7.2 Kop Surat dan Amplop ................................................ 21

2.7.3 Stempel ........................................................................ 22

2.7.4 Nota Transaksi ............................................................. 23

2.7.5 Map Berkas .................................................................. 24

2.7.6 Buku Katalog ............................................................... 24

2.7.7 Website ......................................................................... 25

2.7.8 Kemasan ....................................................................... 25

2.7.9 Sarana Penunjang Promosi .......................................... 26

2.8 Graphic Standard Manual .......................................................... 27

2.9 Media Ramah Limgkungan ........................................................ 28

Bab 3 Metode dan Perancangan Desain ................................................... 33

3.1 Metode Perancangan ................................................................... 33

3.1.1 Adaptive Strategy ......................................................... 33

3.2 Perancangan Logo ....................................................................... 35

3.2.1 Riset dan Analisa ......................................................... 35

1. Profil Perusahaan .................................................. 36

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2. Produk ODDS Denim ........................................... 38

3. Harga Produk ODDS Denim ................................ 39

4. Target Konsumen ODDS Denim .......................... 40

5. Creative Brief ........................................................ 41

6. Konsep Desain ...................................................... 42

3.2.2 Thumbnails ................................................................... 43

3.2.3 Komputer ..................................................................... 44

3.2.4 Review .......................................................................... 46

3.2.5 Sistem Identitas ............................................................ 48

1. Graphic Standard Manual .................................... 48

2. Rancangan Desain Kartu Nama ............................ 51

3. Rancangan Desain Kop dan Amplop Surat .......... 52

4. Rancangan Desain Stempel .................................. 53

5. Rancangan Desain Nota Transaksi ....................... 54

6. Rancangan Desain Map Berkas ............................ 55

7. Rancangan Desain Buku Katalog ......................... 56

8. Rancangan Desain Website .................................. 57

9. Rancangan Desain Kemasan ................................. 58

10. Rancangan Media Penunjang Promosi ............... 59

3.3 Metode Pengujian ....................................................................... 60

Bab 4 Hasil dan Pembahasan Desain ........................................................ 61

4.1 Hasil Desain ................................................................................ 61

4.1.1 Desain Stationery ......................................................... 61

4.1.2 Desain Media Penunjang Promosi ............................... 73

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4.2 Pengujian Desain ........................................................................ 79

4.2.1 Pengujian Kualitatif ..................................................... 79

4.2.2 Pengujian Kuntitatif ..................................................... 80

1. Pengujian Office Stationery .................................. 84

2. Pengujian Workshop Stationery ............................ 85

3. Pengujian Promotion Tool .................................... 87

4. Pengujian Mercendise ........................................... 88

4.2.3 Pengujian Keseluruhan Desain .................................... 90

Bab 5 Kesimpulan dan Saran .................................................................... 93

5.1 Kesimpulan ................................................................................. 93

5.2 Saran ........................................................................................... 94

Daftar Pustaka ............................................................................................... 95

Daftar Lampiran ............................................................................................ 97

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Daftar Gambar

Gambar 2.1 Logotype, Panasonic ................................................................ 17

Gambar 2.2 Logotype, Volvo ...................................................................... 17

Gambar 2.3 Logogram, PalmOne ............................................................... 17

Gambar 2.4 Logogram, Philippe Starck ...................................................... 17

Gambar 2.5 Logo Nestle ............................................................................. 19

Gambar 2.6 Logo Microsoft ........................................................................ 19

Gambar 2.7 Visiten Karten Business Card ................................................. 21

Gambar 2.8 Kop Surat, Amplop, Kartu Nama ............................................ 22

Gambar 2.9 Stempel .................................................................................... 22

Gambar 2.10 Nota ....................................................................................... 23

Gambar 2.11 Map Berkas ............................................................................ 24

Gambar 2.12 Buku Katalog ......................................................................... 24

Gambar 2.13 Website .................................................................................. 25

Gambar 2.14 Kemasan ................................................................................ 26

Gambar 2.15 Sarana Penunjang Promosi .................................................... 27

Gambar 2.16 Graphic Standard Manual ...................................................... 28

Gambar 2.17 Kayu Ram Pinus Limbah Pabrik ........................................... 29

Gambar 2.18 Kertas Pembungkus Koran Limbah Pabrik ........................... 30

Gambar 2.19 Kain Limbah Garmen ............................................................ 31

Gambar 3.1 Diagram Metode Adaptive Strategy ........................................ 33

Gambar 3.2 Logo, Kemasan Awal, dan Produk OODS Denim .................. 38

xiii

Gambar 3.3 Produk ODDS Denim` ............................................................ 39

Gambar 3.4 Thumbnails .............................................................................. 44

Gambar 3.5 CorelDraw X4 Rendering ........................................................ 45

Gambar 3.6 Draft Logo ............................................................................... 45

Gambar 3.7 Penyesuaian Komposisi Logo ................................................. 47

Gambar 3.8 Logo Final Sesudah Pengembangan beserta keterangan ......... 47

Gambar 3.9 Logo Grid Sistem .................................................................... 48

Gambar 3.10 Ukuran Minimum dan Clear Space Area Logo .................... 49

Gambar 3.11 Aturan Warna ........................................................................ 50

Gambar 3.12 Aturan Penggunaan Huruf ..................................................... 50

Gambar 3.13 Rancangan Desain Kartu Nama ............................................ 51

Gambar 3.14 Rancangan Desain Kop Surat ................................................ 52

Gambar 3.15 Rancangan Desain Amplop Surat .......................................... 53

Gambar 3.16 Rancangan Desain Stempel ................................................... 54

Gambar 3.17 Rancangan Nota Transaksi .................................................... 55

Gambar 3.18 Rancangan Map Berkas ......................................................... 55

Gambar 3.19 Rancangan Desain Buku Katalog .......................................... 56

Gambar 3.20 Rancangan Desain Tampilan Website ................................... 57

Gambar 3.21 Rancangan Desain Kemasan ................................................. 58

Gambar 3.22 Rancangan Media Penunjang Promosi .................................. 59

Gambar 4.1 Desain Kartu Nama ................................................................. 62

Gambar 4.2 Desain Kop Surat ..................................................................... 63

Gambar 4.3 Desain Amplop ........................................................................ 64

Gambar 4.4 Desain Stempel ........................................................................ 64

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Gambar 4.5 Desain Nota ............................................................................. 65

Gambar 4.6 Desain Map Berkas ................................................................. 66

Gambar 4.7 Desain Buku Katalog............................................................... 67

Gambar 4.8 Desain Tampilan Website ........................................................ 68

Gambar 4.9 Desain Kemasan ...................................................................... 70

Gambar 4.10 Desain CD Case .................................................................... 71

Gambar 4.11 Desain Celemek ..................................................................... 72

Gambar 4.12 Label Produk ......................................................................... 73

Gambar 4.13 Desain Kaos ........................................................................... 74

Gambar 4.14 Desain Mug ............................................................................ 74

Gambar 4.15 Desain Pin ............................................................................. 75

Gambar 4.16 Desain Tas Jinjing ................................................................. 76

Gambar 4.17 Desain Sticker ........................................................................ 77

Gambar 4.18 Desain Memo ......................................................................... 78

Gambar 4.19 Desain Buku Sketsa ............................................................... 79

Gambar 4.20 Grafik Pengujian Office Stationery ....................................... 85

Gambar 4.21 Grafik Pengujian Workshop Stationery ................................. 86

Gambar 4.22 Grafik Pengujian Promotion Tool ......................................... 88

Gambar 4.23 Grafik Pengujian Merchandise .............................................. 89

Gambar 4.24 Grafik Pengujian Keseluruhan Desain .................................. 91

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Daftar Tabel

Tabel 3.1 Tabel Daftar Harga Produk ODDS Denim .................................. 40

Tabel 3.2 Tabel Creative Brief ..................................................................... 41

Tabel 3.3 Tabel Hasil Voting Logo Dari Pemilik ODDS Denim ................. 46

Tabel 4.1 Tabel Hasil Pengisian Kuisoner Corporate Identity ODDS

Denim ............................................................................................................ 82

xvi

Daftar Lampiran

Lampiran 1 Lembar Hasil Wawancara ......................................................... 97

Lampiran 2 Lembar Hasil Voting Logo ........................................................ 98

Lampiran 3 Lembar Hasil Kuisoner ............................................................. 99

xvii

Abstract

ODDS denim is a new comer clothing company from Salatiga in which the

products are trousers, jacket, and western-style shirt made from denim. Based on

our research, in these two years since it was built, this company have not find the

good and consistent identity yet. The design of ODDS denim corporate identity

and its application toward environmental-friendly media is aimed to create a good

corporate identity of ODDS denim. This design uses adaptive strategy method

which consists of logo design, media corporate identity until its application

toward environmental-friendly media. Results of the corporate identity design has

been tested to the owner and 37 ODDS denim's customer. It is found that this

design is doing good and can be applied to ODDS denim

Keywords: Corporate Identity, ODDS Denim, Environmental-Friendly Media.