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PERANCANGAN ULANG BRAND IDENTITY
IRAMA NUSANTARA
Laporan Tugas Akhir
Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)
Nama : Reza Aditya Syachputra
NIM : 14120210299
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2019
Perancangan Ulang Brand..., Reza Aditya Syachputra, FSD UMN, 2019
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LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT
Saya yang bertanda tangan di bawah ini:
Nama : Reza Aditya Syachputra
NIM : 14120210299
Program Studi : Visual Brand Design
Fakultas : Seni & Desain
Universitas Multimedia Nusantara
Judul Tugas Akhir:
PERANCANGAN ULANG BRAND IDENTITY IRAMA NUSANTARA
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
Perancangan Ulang Brand..., Reza Aditya Syachputra, FSD UMN, 2019
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gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang
berlaku di Universitas Multimedia Nusantara.
Tangerang, 26 Mei 2019
Reza Aditya Syachputra
Perancangan Ulang Brand..., Reza Aditya Syachputra, FSD UMN, 2019
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HALAMAN PENGESAHAN TUGAS AKHIR
PERANCANGAN ULANG BRAND IDENTITY
IRAMA NUSANTARA
Oleh
Nama : Reza Aditya Syachputra
NIM : 14120210299
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Tangerang, 21 Juni 2019
.
Pembimbing
Erwin Alfian, S.Sn., M.Ds.
Ketua Program Studi
Mohammad Rizaldi, S.T., M.Ds.
Penguji
Nadia Mahatmi, M.Ds.
Ketua Sidang
Joni Nur Budi Kawulur, S.Sn., M.Ds.
Perancangan Ulang Brand..., Reza Aditya Syachputra, FSD UMN, 2019
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KATA PENGANTAR
Puji dan syukur penulis panjatkan kehadirat Allah SWT atas segala rahmat
dan karunia-nya sehingga penulis bisa menyusun proposal tugas akhir ini dengan
judul “Perancangan Ulang Brand Identity Irama Nusantara“. Musik merupakan
salah satu kekayaan budaya Indonesia. Sudah sepantasnya anak bangsa untuk ikut
menjaga dan melestarikan budaya tersebut.
Pengarsipan musik di Indonesia sangatlah minim keberadaanya dan Irama
Nusantara menjadi satu-satunya lembaga pengarsipan musik yang didukung oleh
Badan Ekonomi Kreatif (BEKRAF) untuk melacak dan mengumpulkan data
rekaman-rekaman musik populer Indonesia. Untuk saat ini, Irama Nusantara
fokus pada musik populer tahun 1950an hingga 1980an, namun tidak menutup
kemungkinan untuk mengarsipkan rekaman-rekaman musik di zaman sekarang.
Sayangnya, identitas visual Irama Nusantara dimata para musisi dan penggemar
musik tidak teridentifikasi dan terjadinya misperception dengan apa yang
dilakukan Irama Nusantara selama ini. Atas dasar permasalahan tersebut, penulis
ingin merancang ulang identitas visual, agar Irama Nusantara dapat dikenali oleh
kalangan musisi dan music enthusiast, sebagaimana mestinya, yaitu organisasi
pengarsipan musik Indonesia.
Harapan penulis dengan perancangan ini, Irama Nusantara memiliki
identitas visual yang dapat dikenali dengan mudah dan tepat oleh targetnya, yaitu
generasi muda yang menggemari musik dan juga musisi serta ikut mendukung
dan melestarikan budaya Indonesia.
Perancangan Ulang Brand..., Reza Aditya Syachputra, FSD UMN, 2019
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Tidak lupa penulis ucapkan terimakasih sebesar-besarnya kepada rekan
yang terlibat dalam segala bantuan dan dukungan selama proses tugas akhir ini
berlangsung. Ucapan terimakasih ini, secara berurutan, ditujukan kepada:
1. Mohammad Rizaldi, S.T., M.Ds., selaku Ketua Program Studi Desain
Komunikasi Visual Universitas Multimedia Nusantara
2. Erwin Alfian, S.Sn., M.Ds., selaku dosen pembimbing, terimakasih
atas kritik dan sarannya selama perancangan tugas akhir.
3. Aditya Satyagraha, S.Sn., M.Ds. & Gideon K.F.H. Hutapea, S.T.,
M.DS., atas ilmu dan masukan yang diberikan kepada penulis pada
proses perancangan.
4. David Tarigan dan Frans Sartono, selaku narasumber penulis
mengenai perkembangan musik dan pengarsipan musik di Indonesia.
5. Ismi Ulfah, yang selalu ada, mendukung dan mendoakan penulis
selama berjalanya proses tugas akhir.
6. Serta kerabat dan keluarga dekat yang sudah mendukung dan
mendoakan penulis selama berjalannya proses pengerjaan Tugas
Akhir.
Tangerang, 28 Mei 2019
Reza Aditya Syachputra
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ABSTRAKSI
Selain alam dan budayanya, musik juga menjadi salah satu aset Indonesia yang
kaya akan keragaman dan sejarahnya. Irama Nusantara menjadi satu-satunya
organisasi yang mengarsipkan karya-karya musik populer Indonesia. Hal ini,
menjadi sangat penting untuk para musisi dan pencinta musik mengenali dan
mendukung Irama Nusantara. Tujuan dari pengarsipan ini, untuk disosialisasikan
kembali kepada masyarakat umum, para musisi, atau akademisi untuk mengetahui
sejarah dan perkembangan musik di Indonesia serta menjaga kelestarian karya
musik para musisi Indonesia. Sayangnya, para musisi dan juga music enthusiast
belum mengenal dan mispersepsi terhadap brand identity yang dimilikinya.
Padahal, Irama Nusantara berdiri sejak tahun 2013 lalu dan sering mengisi acara
event musik, menyebarkan informasi melalui sosial media mengenai data-data
yang mereka dapatkan. Berangkat dari permasalahan diatas, dibutuhkanya
perancangan ulang brand identity untuk Irama Nusantara agar bisa dikenali
dengan tepat oleh musisi dan juga pecinta musik. Dalam perancangan ini, penulis
membuat brand identity dan Graphic Standard Manual sebagai kebutuhan atas
permasalahan Irama Nusantara
Kata kunci : Brand identity, musik, Irama Nusantara
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ABSTRACT
In addition to nature and culture, music is also one of Indonesia's assets that is
rich in diversity and history. Irama Nusantara is the only organization that
archives Indonesian popular music works. This has become very important for
musicians and music lovers to recognize and support Irama Nusantara. The data
collected was not only auditive, music magazines, texts or lyrics, and album
covers neatly archived digitally. The purpose of this filing is to be re-socialized to
the general public, musicians, or academics to find out the history and
development of music in Indonesia. Unfortunately, there are still many who do not
know and misperception about the brand identity they have. In fact, Irama
Nusantara was founded in 2013 and often fills music events, disseminating
information through social media about the data they get. Departing from the
above problems, it is necessary to redesign the brand identity for Irama
Nusantara so that musicians and music lovers can recognize it properly. In this
design, the author makes brand identity and Graphic Standard Manual as a
necessity for the problems of Irama Nusantara
Keywords: Brand identity, music, Irama Nusantara
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DAFTAR ISI
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT .................... II
HALAMAN PENGESAHAN TUGAS AKHIR ..............................................IV
KATA PENGANTAR ......................................................................................IV
ABSTRAKSI .................................................................................................. VII
ABSTRACT.................................................................................................... VIII
DAFTAR ISI ....................................................................................................IX
DAFTAR GAMBAR ...................................................................................... XII
DAFTAR TABEL ......................................................................................... XIX
DAFTAR LAMPIRAN .................................................................................. XX
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. Brand ................................................................................................... 5
2.2. Branding .............................................................................................. 5
2.2.1. Brand Identity ........................................................................... 7
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2.2.2. Logo ....................................................................................... 12
2.3. Desain Komunikasi Visual ................................................................. 21
2.3.1. Shape ...................................................................................... 21
2.3.2. Typography ............................................................................. 22
2.3.3. Grid ........................................................................................ 26
2.3.4. Color ...................................................................................... 26
2.4. Graphic Standard Manual .................................................................. 28
BAB III METODOLOGI ............................................................................... 29
3.1. Metodologi Pengumpulan Data .......................................................... 29
3.1.1. Wawancara ............................................................................. 29
3.1.2. Kuesioner................................................................................ 39
3.2. STP (Segmenting, Targeting, Positioning) .......................................... 43
3.3. Metedologi Perancangan..................................................................... 45
BAB IV STRATEGI DAN ANALISIS PERANCANGAN ............................. 47
4.1. Strategi Perancangan .......................................................................... 47
4.1.1. Conducting Research .............................................................. 47
4.1.2. Clarifying Strategy .................................................................. 49
4.1.3. Designing Identity ................................................................... 54
4.1.4. Creating Touchpoints .............................................................. 67
4.1.5. Managing Assets ..................................................................... 98
4.2. Analisis Perancangan ........................................................................ 101
4.2.1. Logo ..................................................................................... 101
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4.2.2. Supergrafis ............................................................................ 103
4.2.3. Letterhead ............................................................................. 104
4.2.4. Envelope ............................................................................... 106
4.2.5. Business card ........................................................................ 107
4.2.6. ID Card ................................................................................ 109
4.2.7. Folder ................................................................................... 110
4.2.8. Stamp .................................................................................... 111
4.2.9. Website ................................................................................. 112
4.2.10. Poster ................................................................................... 114
4.2.11. Spotify Advertisement ........................................................... 116
4.2.12. Website Ads .......................................................................... 117
4.2.13. Instagram Feeds .................................................................... 118
4.2.14. Merchandise/Gimmick .......................................................... 119
4.3. Budgeting ......................................................................................... 124
BAB V PENUTUP ......................................................................................... 126
5.1. Kesimpulan ...................................................................................... 126
5.2. Saran ................................................................................................ 128
DAFTAR PUSTAKA .................................................................................... XIV
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DAFTAR GAMBAR
Gambar 2.1. Brandmarks .................................................................................... 9
Gambar 2.2. Sequence of Cognition ..................................................................... 9
Gambar 2.3. Wordmarks .................................................................................... 10
Gambar 2.4. Look and Feel ................................................................................ 12
Gambar 2.5. Illustrative Logo ............................................................................ 14
Gambar 2.6. Visual Style .................................................................................... 15
Gambar 2.7. Color Choices ................................................................................ 16
Gambar 2.8. Applied Color ................................................................................ 17
Gambar 2.9. Logotype ........................................................................................ 18
Gambar 2.10. Pictorial symbol .......................................................................... 19
Gambar 2.11. Abstract symbol .......................................................................... 19
Gambar 2.12. Nonobjective Symbol ................................................................... 20
Gambar 2.13. Letterform Symbol....................................................................... 20
Gambar 2.14. Character Icon ............................................................................ 21
Gambar 2.15. Shape .......................................................................................... 22
Gambar 2.16. Old style ..................................................................................... 23
Gambar 2.17. Transition ................................................................................... 24
Gambar 2.18. Modern ....................................................................................... 24
Gambar 2.19. Sans-Serif ................................................................................... 25
Gambar 2.20. Slab Serif .................................................................................... 25
Gambar 2.21. Script .......................................................................................... 25
Gambar 2.22. Modular Grid .............................................................................. 26
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Gambar 2.23. Additive Color............................................................................. 27
Gambar 2.24. Primary & Secondary Color ....................................................... 28
Gambar 3.1. Logo Irama Nusantara ................................................................... 32
Gambar 3.2. Pasar seni ITB............................................................................... 33
Gambar 3.3. Pasar seni ITB............................................................................... 33
Gambar 3.4. Facebook Irama Nusantara ............................................................ 34
Gambar 3.5. Instagram Irama Nusantara ........................................................... 34
Gambar 3.6. Twitter Irama Nusantara ............................................................... 35
Gambar 3.7. Wawancara dengan David Tarigan ................................................ 35
Gambar 3.8. Wawancara dengan Frans Sartono................................................. 38
Gambar 3.9. Rumus Lemeshow ........................................................................ 39
Gambar 3.10. Diagram Pertanyaan 1 ................................................................. 40
Gambar 3.11. Jawaban Pertanyaan 2 ................................................................. 41
Gambar 3.12. Jawaban Pertanyaan 2 ................................................................. 41
Gambar 3.13. Diagram Pertanyaan 3 ................................................................. 42
Gambar 4.1. Mindmapping ................................................................................ 49
Gambar 4.2. Brainstorming ............................................................................... 51
Gambar 4.3. Moodboard Fresh ......................................................................... 52
Gambar 4.4. Moodboard Festive ....................................................................... 53
Gambar 4.5. Studi Eksisting .............................................................................. 54
Gambar 4.6. Visual Matriks .............................................................................. 55
Gambar 4.7. Sketsa Bentuk Dasar ..................................................................... 55
Gambar 4.8. Sketsa Logo 1 ............................................................................... 56
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Gambar 4.9. Sketsa Logo 2 ............................................................................... 56
Gambar 4.10. Bentuk Logo Terpilih .................................................................. 57
Gambar 4.11. Sketsa Alternatif lanjutan ............................................................ 58
Gambar 4.12. Logo Terpilih .............................................................................. 58
Gambar 4.13. Digitalisasi .................................................................................. 59
Gambar 4.14. Font Option ................................................................................ 59
Gambar 4.15. Alternatif Konfigurasi Logo ........................................................ 59
Gambar 4.16. Logo Terpilih .............................................................................. 60
Gambar 4.17. Logo Grid ................................................................................... 60
Gambar 4.18. Color Moodboard ....................................................................... 62
Gambar 4.19. Color Alternative ........................................................................ 62
Gambar 4.20. Warna Primer .............................................................................. 63
Gambar 4.21. Tipografi Primer ......................................................................... 64
Gambar 4.22. Tipografi Sekunder ..................................................................... 64
Gambar 4.23. Sketsa Supergrafis....................................................................... 65
Gambar 4.24. Irama Segitiga ............................................................................. 66
Gambar 4.25. Irama Lingkar ............................................................................. 66
Gambar 4.26. Warna ......................................................................................... 67
Gambar 4.27. Image .......................................................................................... 68
Gambar 4.28. Tipografi ..................................................................................... 68
Gambar 4.29. Supergrafis.................................................................................. 69
Gambar 4.30. Grid ............................................................................................ 69
Gambar 4.31. Penerapan ................................................................................... 70
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Gambar 4.32. Final ........................................................................................... 70
Gambar 4.33. Warna ......................................................................................... 71
Gambar 4.34. Supergrafis.................................................................................. 72
Gambar 4.35. Tipografi ..................................................................................... 72
Gambar 4.36. Grid ............................................................................................ 73
Gambar 4.37. Penerapan Layout ....................................................................... 73
Gambar 4.38. Warna ......................................................................................... 74
Gambar 4.39. Super Grafis ................................................................................ 74
Gambar 4.40. Tipografi ..................................................................................... 75
Gambar 4.41. Grid ............................................................................................ 75
Gambar 4.42. Penerapan Grid ........................................................................... 76
Gambar 4.43. Final ........................................................................................... 76
Gambar 4.44. Elemen Warna ............................................................................ 77
Gambar 4.45. Supergrafis.................................................................................. 77
Gambar 4.46. Tipografi Sekunder ..................................................................... 78
Gambar 4.47. Grid 5 kolom .............................................................................. 78
Gambar 4.48. Penggunaan Grid ........................................................................ 78
Gambar 4.49. Final Design ............................................................................... 79
Gambar 4.50. Warna ......................................................................................... 80
Gambar 4.51. Supergrafis.................................................................................. 80
Gambar 4.52. Proses Ilustrasi ............................................................................ 81
Gambar 4.53. Proses Ilustrasi ............................................................................ 81
Gambar 4.54. Proses Ilustrasi ............................................................................ 82
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Gambar 4.55. Tipografi ..................................................................................... 82
Gambar 4.56. Grid ............................................................................................ 82
Gambar 4.57. Penerapan Layout ........................................................................ 83
Gambar 4.58. Final Design ............................................................................... 83
Gambar 4.59. Warna ......................................................................................... 84
Gambar 4.60. Supergrafis.................................................................................. 84
Gambar 4.61. Tipografi ..................................................................................... 85
Gambar 4.62. Irama Gambar ............................................................................. 85
Gambar 4.63. Grid ............................................................................................ 86
Gambar 4.64. Penerapan Layout ........................................................................ 86
Gambar 4.65. Final Desain ................................................................................ 86
Gambar 4.66. Warna ......................................................................................... 87
Gambar 4.67. Supergrafis.................................................................................. 87
Gambar 4.68. Tipografi ..................................................................................... 88
Gambar 4.69. Irama Gambar ............................................................................. 88
Gambar 4.70. Penerapan layout ......................................................................... 89
Gambar 4.71. Final ........................................................................................... 89
Gambar 4.72. Warna ......................................................................................... 90
Gambar 4.73. Supergrafis.................................................................................. 90
Gambar 4.74. Tipografi ..................................................................................... 90
Gambar 4.75. Ilustrasi ....................................................................................... 91
Gambar 4.76. Penerapan Grid ........................................................................... 91
Gambar 4.77. Final ........................................................................................... 91
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Gambar 4.78. Warna ......................................................................................... 92
Gambar 4.79. Supergrafis.................................................................................. 93
Gambar 4.80. Irama Gambar ............................................................................. 93
Gambar 4.81. Tipografi ..................................................................................... 94
Gambar 4.82. Grid ............................................................................................ 95
Gambar 4.83. Penerapan Grid ........................................................................... 96
Gambar 4.84. Final ........................................................................................... 97
Gambar 4.85. Mercahndise ............................................................................... 98
Gambar 4.86. Cover Brand Guidlines Book....................................................... 99
Gambar 4.87. Halaman Isi ................................................................................. 99
Gambar 4.88. Fina Logo ................................................................................. 101
Gambar 4.89. Warna Logo .............................................................................. 102
Gambar 4.90. Tipografi ................................................................................... 103
Gambar 4.91. Supergrafis................................................................................ 103
Gambar 4.92. Supergrafis................................................................................ 104
Gambar 4.93. Letterhead ................................................................................. 104
Gambar 4.94. Letterhead ................................................................................. 105
Gambar 4.95. Envelope ................................................................................... 106
Gambar 4.96. Business Card ........................................................................... 107
Gambar 4.97. ID Card .................................................................................... 109
Gambar 4.98. Folder ....................................................................................... 110
Gambar 4.99. Stamp ........................................................................................ 111
Gambar 4.100. Website ................................................................................... 112
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Gambar 4.101. Website ................................................................................... 113
Gambar 4.102. Poster ..................................................................................... 114
Gambar 4.103. Spotify Ads Desktop & Mobile ................................................ 116
Gambar 4.104. Spotify Ads Desktop & Mobile ................................................ 117
Gambar 4.105. Instagram ................................................................................ 118
Gambar 4.106. Merchandise ........................................................................... 119
Gambar 4.107. T-shirt ..................................................................................... 120
Gambar 4.108. Totebag ................................................................................... 121
Gambar 4.107. Sticker ..................................................................................... 122
Gambar 4.108. Pin .......................................................................................... 123
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DAFTAR TABEL
Tabel 4.1. Budgeting ........................................................................................ 144
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DAFTAR LAMPIRAN
LAMPIRAN A: ABSENSI ............................................................................ XVI
LAMPIRAN B: PERANCANGAN ............................................................... XX
Perancangan Ulang Brand..., Reza Aditya Syachputra, FSD UMN, 2019