perancangan visual branding dan media promosi “festival bedug

perpustakaan.uns.ac.id
digilib.uns.ac.id
Konsep Pengantar Tugas Akhir
PERANCANGAN VISUAL BRANDING DAN MEDIA
PROMOSI “FESTIVAL BEDUG PURWOREJO 2015”
Diajukan Untuk Menempuh Ujian Tugas Akhir Sebagai Prasyarat
Guna Memperoleh Gelar Sarjana Seni Pada Fakultas Seni Rupa dan Desain
Jurusan Desain Komunikasi Visual
Disusun Oleh:
NURDIN ARIFIN
C0709054
JURUSAN S1 DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET
SURAKARTA
commit
to user
2015
i
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
ii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iii
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERANCANGAN VISUAL BRANDING DAN MEDIA
PROMOSI FESTIVAL BEDUG PURWOREJO 2015
Nurdin Arifin1
Drs. Ahmad Adib, M.Hum.,Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3
ABSTRAK
Nurdin Arifin, 2015. Pengantar Tugas Akhir ini berjudul Perancangan
Visual Branding dan Media Promosi Festival Bedug Purworejo 2015. Event ini
diselenggarakan untuk mempromosikan Kabupaten Purworejo yang memiliki
potensi-potensi di bidang pariwisata, kebudayaan, dan kuliner. Permasalahan yang
dikaji adalah bagaimana merancang visual branding dan media promosi Festival
Bedug Purworejo 2015 agar Event yang akan pertama kali diselenggarakan ini
dikenal oleh masyarakat luas.
Sebuah promosi merupakan salah satu aspek yang penting dalam
manajemen pemasaran dan sering dikatakan sebagai proses berlanjut, karena
promosi dapat menimbulkan rangkaian kegiatan-kegiatan selanjutnya. Dengan
menggandeng
pemerintah,
masyarakat,
dan
pengusaha,
diharapkan
penyelenggaraan event ini memberi dampak positif di berbagai aspek.
1
Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709054
Dosen Pembimbing I
3
Dosen Pembimbing II
commit to user
2
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
THE DESIGN OF VISUAL BRANDING AND PROMOTIONAL
MEDIA PURWOREJO BEDUG FESTIVAL 2015
Nurdin Arifin1
Drs. Ahmad Adib, M.Hum.,Ph.D.2, Drs. Putut Handoko Pramono, M.Si 3
ABSTRACT
Nurdin Arifin, 2015. This thesis entitled Visual Branding Design and
Purworejo Bedug Festival 2015 Promotion Media. This event was held to promote
Purworejo Regency which has potentials in tourism, culture, and culinary sectors.
The problem studied was how to design visual branding and promotional media of
Purworejo Bedug Festival 2015 so then this first time held event could be known
by the wide society.
A promotion is an important aspect in marketing management and often
been said as continual process, because promotion can creates further actions. By
the collaboration of the government, society, and entrepreneur, as expected this
event accomplishment will give positive impact in many aspects.
1
Student of Visual Communication Design Department with NIM C0709054
Dosen Supervisor I
3
Dosen Supervisor II
commit to user
2
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
"Jadilah kamu manusia yang pada kelahiranmu semua orang tertawa
bahagia, tetapi hanya kamu sendiri yang menangis; dan pada kematianmu
semua orang menangis sedih,
tetapi
hanya kamu sendiri yang tersenyum."
commit
to user
(Mahatma Gandhi)
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Tugas Akhir ini penulis persembahkan kepada:
-
Keluarga tercinta, Ibu, Ayah, dan Kakak yang tak henti-hentinya
memberikan semangat dan memberikan doa yang tulus demi kelancaran
-
Teman-teman kontrakan BetaHouse
-
-
Teman-teman seperjuangan DKV 2009
commit
to userdalam pengerjaan skripsi ini.
Semua pihak yang telah
membantu
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur kehadirat Tuhan Yang maha Esa atas segala limpahan rahmat
dan hidayat-Nya, sehingga penulis mampu menyelesaikan Tugas Akhir dengan
judul: Perancangan Visual Branding dan Media Promosi “Festival Bedug
Purworejo 2015”.
Dalam penyusunan tugas akhir ini, tentunya tidak lepas dari bimbingan
dan bantuan dari berbagai pihak. Oleh karena itu Penulis mengucapkan terima
kasih kepada:
1.
Drs. Ahmad Adib, M.Hum., Ph.D., selaku Dekan Fakultas Seni Rupa dan
Desain, dan Pembimbing I Tugas Akhir
2.
Dr. Deny Tri Ardianto, S.Sn., Dipl. Art, selaku ketua jurusan Desain
Komunikasi Visual
3.
Drs. Putut Handoko Pramono, M.Si, selaku Pembimbing II Tugas Akhir
4.
Hermansyah Muttaqin S.Sn., M.Sn., selaku Pembimbing Akademik
5.
Dinas Koperasi Perindustrian Perdagangan dan Pariwisata Kabupaten
Purworejo yang telah memberikan ijin riset
6.
Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual
Penulis menyadari bahwa penulisan ini masih ada kekurangan. Untuk itu
penulis mengharapkan saran dan kritik yang bersifat membangun, untuk
kemudian dijadikan perbaikan di masa yang akan datang.
Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi
penulis dan umumnya bagi para pembaca.
commit to user
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
Surakarta, 12 Juni 2015
Penulis
Nurdin Arifin
NIM C0709054
commit to user
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
HALAMAN JUDUL ...................................................................................... i
LEMBAR PERSETUJUAN ......................................................................... ii
LEMBAR PENGESAHAN .......................................................................... iii
ABSTRAK ...................................................................................................... iv
ABSTRACT ..................................................................................................... v
HALAMAN MOTTO .................................................................................... vi
HALAMAN PERSEMBAHAN .................................................................... vii
KATA PENGANTAR .................................................................................... viii
DAFTAR ISI ................................................................................................... x
DAFTAR GAMBAR ...................................................................................... xiv
DAFTAR TABEL .......................................................................................... xv
DAFTAR BAGAN.......................................................................................... xvi
BAB I PENDAHULUAN ............................................................................... 1
A. Latar Belakang .............................................................................. 1
B. Perumusan Masalah ....................................................................... 3
C. Tujuan Perancangan ....................................................................... 3
D. Manfaat .......................................................................................... 3
E. Target Audiens ............................................................................... 4
F. Metode Pengumpulan Data ............................................................ 4
BAB II KAJIAN TEORI ............................................................................... 7
A. Perancangan ......................................................................................... 7
1. Pengertian Perancangan ................................................................. 7
2. Fungsi Perancangan atau Perencanaan........................................... 8
3. Proses Perancangan ........................................................................ 9
B. Visual Branding ................................................................................... 12
1. Pengertian Brand ............................................................................ 12
2. Arti Penting Sebuah Brand (merek) ............................................... 13
3. Branding......................................................................................... 14
commit to user
4. Visual Branding ............................................................................. 15
x
perpustakaan.uns.ac.id
digilib.uns.ac.id
5. Strategi Visual Branding ................................................................ 17
C. Media Promosi ..................................................................................... 19
1. Pengertian Promosi ........................................................................ 19
2. Tujuan Promosi .............................................................................. 21
3. Bentuk-bentuk Promosi.................................................................. 22
4. Pengertian Media ........................................................................... 25
5. Optimalisasi Media ........................................................................ 26
D. Festival ................................................................................................. 27
1. Pengertian Festival ......................................................................... 27
2. Macam-macam Festival ................................................................. 28
E. Bedug ................................................................................................... 30
F. Purworejo ............................................................................................. 31
1. Sejarah Purworejo .......................................................................... 31
G. Festival Bedug Purworejo 2015 ........................................................... 35
BAB III IDENTIFIKASI DATA .................................................................. 36
A. Identifikasi Data Objek ........................................................................ 36
1. Pemerintah Kabupaten Purworejo.................................................. 36
2. Strategi Promosi di Kabupaten Purworejo ..................................... 48
3. Festival Bedug Purworejo 2015 ..................................................... 52
B. Intansi Penjalin Kerjasama ................................................................... 54
1. Dikoperindagpar ............................................................................. 54
2. Paguyuban Muda Ganesha ............................................................ 58
C. Komparasi ............................................................................................ 63
D. Analisis SWOT .................................................................................... 65
E. Unique Selling Prepotittion (USP)....................................................... 66
F. Positioning ........................................................................................... 67
BAB IV KONSEP PERANCANGAN .......................................................... 68
A. Strategi Kreatif ..................................................................................... 68
1. Dasar Pemikiran ............................................................................. 68
2. Bentuk Pesan .................................................................................. 68
3. Gaya Pesan .....................................................................................
69
commit to user
xi
perpustakaan.uns.ac.id
digilib.uns.ac.id
4. Ide Kreatif ...................................................................................... 69
B. Standar Visual ...................................................................................... 70
C. Pemilihan dan Penempatan Media ....................................................... 77
1. Media Promosi ............................................................................... 77
2. Media Pendukung Acara ................................................................ 81
3. Stationery ....................................................................................... 82
4. Merchandise ................................................................................... 83
D. Prediksi Biaya ...................................................................................... 85
BAB V VISUALISASI KARYA ................................................................... 88
A. Logo Acara dan Graphic Standard Manual ........................................ 88
1. Konsep Logo .................................................................................. 88
2. Ukuran Logo .................................................................................. 88
3. Warna Logo .................................................................................... 90
4. Font/Huruf pada Logo.................................................................... 91
5. Clear Space .................................................................................... 91
6. Aplikasi Logo pada background .................................................... 91
7. Ketentuan Penggunaan Logo ......................................................... 93
8. Visual Key/ Grafis Pengikat ........................................................... 95
B. Stationery ............................................................................................. 96
1. Kartu Nama .................................................................................... 96
2. Id-Card ........................................................................................... 97
3. Kop Surat ....................................................................................... 98
4. Amplop........................................................................................... 99
5. Map ................................................................................................ 100
6. CD .................................................................................................. 101
7. Tempat CD ..................................................................................... 102
8. Stempel (Cap)................................................................................. 102
C. Media Promosi ..................................................................................... 103
1. Poster .............................................................................................. 103
2. Brosur ............................................................................................. 104
3. Flyer ............................................................................................... 105
4. X Banner ........................................................................................
106
commit to user
xii
perpustakaan.uns.ac.id
digilib.uns.ac.id
5. Spanduk .......................................................................................... 107
6. Baliho ............................................................................................. 108
7. Buku Wisata ................................................................................... 109
8. Website........................................................................................... 113
9. Sticker One Way Vision .................................................................. 114
D. Media Pendukung Acara ...................................................................... 115
1. Umbul-umbul ................................................................................. 115
2. Flag Chain ..................................................................................... 116
3. Kaos Peserta ................................................................................... 117
4. Headband ....................................................................................... 118
E. Merchandising ..................................................................................... 119
1. Kaos ............................................................................................... 119
2. Pin .................................................................................................. 120
3. Stiker .............................................................................................. 121
4. Topi ................................................................................................ 122
5. Gantungan Kunci ........................................................................... 123
6. Blocknote ........................................................................................ 124
7. Jam Dinding ................................................................................... 125
8. Ballpoint ......................................................................................... 126
9. Payung............................................................................................ 127
10. Jaket................................................................................................ 128
11. Tumbler .......................................................................................... 129
BAB VI PENUTUP ........................................................................................ 130
A. Kesimpulan .......................................................................................... 130
B. Saran ..................................................................................................... 131
DAFTAR PUSTAKA ..................................................................................... 133
LAMPIRAN .................................................................................................... 134
commit to user
xiii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Gambar 3.1 Lambang Kabupaten Purworejo ................................................... 36
Gambar 3.2 Logo Brand Kabupaten Purworejo ............................................... 38
Gambar 3.3 Peta Kabupaten Purworejo ........................................................... 41
Gambar 3.4 Lambang Kabupaten Purworejo ................................................... 54
Gambar 3.5 Struktur Organisasi Dikoperindagpar........................................... 55
Gambar 3.6 Logo Paguyuban Muda Ganesha.................................................. 58
Gambar 3.7 Acara Jepara Bedug Festival ........................................................ 63
Gambar 3.8 Poster Jakarta Nigt Religious Festival.......................................... 64
Gambar 4.1 Konsep Logo Festival Bedug Purworejo ..................................... 73
Gambar 4.2 Warna Logo Festival Bedug Purwoejo 2015 ............................... 75
Gambar 4.3 Contoh Layout yang akan digunakan ........................................... 76
Gambar 4.4 Bedug Pendowo............................................................................ 76
Gambar 4.5 Clorot makanan khas Kabupaten Purworejo ................................ 76
Gambar 4.6 Tari Ndolalak................................................................................ 76
commit to user
xiv
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR TABEL
Tabel 3.1 Jumlah Penduduk Kabupaten Purworejo per 1 Juli 2014 ................ 43
Tabel 3.2 Analisis SWOT ................................................................................ 65
Tabel 4.1 Prediksi Biaya Festival Bedug Purworejo 2015 .............................. 86
commit to user
xv
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR BAGAN
Bagan 1.1 Teknik Analisis Data....................................................................... 7
commit to user
xvi