PERANCANGAN ULANG IDENTITAS VISUAL PIZZA RIA KAFE

PERANCANGAN ULANG IDENTITAS VISUAL PIZZA RIA KAFE
UNTUK MENINGKATKAN CITRA PERUSAHAAN
TUGAS AKHIR
Oleh
Hardiwanto Yongkong 1200992013
08PCU
Universitas Bina Nusantara
Jakarta
2012
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PERANCANGAN ULANG IDENTITAS VISUAL PIZZA RIA KAFE
UNTUK MENINGKATKAN CITRA PERUSAHAAN
TUGAS AKHIR
Diajukan sebagai salah satu syarat
Untuk gelar kesarjanaan
School of Design
Jenjang Pendidikan Strata I
Oleh
Hardiwanto Yongkong 1200992103
08PCU
Universitas Bina Nusantara
Jakarta
2012
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DAFTAR ISI
Halaman Judul Luar ...........................................................................................................i
Halaman Judul Dalam .......................................................................................................ii
Halaman Persetujuan Hard Cover ....................................................................................iii
Halaman Pernyataan Dewan Penguji ...............................................................................iv
Halaman Pemberian Hak Cipta Non Eksklusif .................................................................v
Abstrak .............................................................................................................................vi
Prakata .............................................................................................................................vii
Daftar Isi ...........................................................................................................................ix
Daftar Gambar .................................................................................................................xii
BAB 1 PENDAHULUAN
1.1 Latar Belakang .................................................................................................1
1.2 Lingkup Proyek TugasAkhir ...........................................................................2
BAB 2 DATA & ANALISA
2.1 Sumber Data ...................................................................................................3
2.2 Data Produk ....................................................................................................3
2.2.1 Logo dan Identitas Visual ................................................................3
2.2.2 Pizza ................................................................................................4
2.2.3 Pasta .................................................................................................4
2.2.4 Steak ................................................................................................5
2.2.5 Manfaat Pizza dan Pasta ..................................................................5
2.2.6 Pizza Carton Elevation ....................................................................6
2.2.7 Makassar ..........................................................................................7
2.3 Profil Perusahaan .............................................................................................8
2.3.1 Alamat Perusahaan ..........................................................................8
2.3.2 Logo Perusahaan .............................................................................9
2.3.3 Visi, Misi, Tagline Perusahaan .......................................................9
2.3.4 Sejarah dan Impian Perusahaan ....................................................10
2.3.5 Produk Pizza Ria Kafe ..................................................................11
2.3.6 Strategi Pemasaran Produk ...........................................................12
2.3.7 Standard Operating Procedure ......................................................12
2.3.8 Jam Operasional ...........................................................................13
2.3.9 Preposisi .......................................................................................13
2.3.10 Survey Tentang Identitas Visual Pizza Ria Kafe .......................13
2.4 Target Audience ..........................................................................................16
2.4.1 Target Primer ................................................................................16
2.4.2 Target Sekunder .............................................................................16
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2.5 Kompetitor ...................................................................................................17
2.5.1 Pizza Hut ......................................................................................17
2.5.2 Pizza 17 .........................................................................................18
2.5.2 Paparon’s Pizza .. ..........................................................................20
2.5.2 Izzy Pizza .......................................................................................21
2.5.5 Domino’s Pizza .............................................................................22
2.6 Analisa SWOT Pizza Ria Kafe ....................................................................23
BAB 3 MASALAH DAN TUJUAN DESAIN
3.1 Identifikasi Masalah ......................................................................................24
3.2 Rumusan Masalah .........................................................................................24
3.3 Tujuan Desain ................................................................................................24
BAB 4 KONSEP DESAIN
4.1 Landasan Teori ..............................................................................................25
4.1.1 Teori Branding .............................................................................25
4.1.2 Teori Logo ....................................................................................26
4.1.3 Teori Tipografi .............................................................................27
4.1.4 Teori Warna ..................................................................................28
4.1.5 Teori Kemasan ..............................................................................30
4.1.6 Teori Layout .................................................................................31
4.1.7 Standar Grafis Manual ..................................................................32
4.2 Strategi Kreatif ............................................................................................33
4.2.1 Strategi Komunikasi .....................................................................33
4.2.1.1 Fakta Kunci ...................................................................33
4.2.1.2 Masalah yang dikomunikasikan ....................................33
4.2.1.3 Objektif/ Tujuan yang akan dicapai ..............................33
4.2.1.4 Manfaat ..........................................................................33
4.2.1.5 Target Audience .............................................................34
4.2.1.6 Key Message ..................................................................34
4.2.1.7 Big Idea .........................................................................35
4.2.1.8 Keyword .........................................................................35
4.2.1.9 Positioning .....................................................................35
4.3 Strategi Desain .............................................................................................35
4.3.1 Tone and Manner .........................................................................35
4.3.2 Tipografi .......................................................................................35
4.3.3 Visual ............................................................................................36
4.3.4 Verbal ...........................................................................................36
4.3.5 Pemilihan Media ...........................................................................37
BAB 5HASIL DAN PEMBAHASAN
5.1 Logo ...............................................................................................................38
5.2 Supergrafis .....................................................................................................41
5.3 Kartu Nama Personal dan Restoran …...........................................................43
5.4 Kop Surat .......................................................................................................45
5.5 Amplop ..........................................................................................................46
5.6 Plastic Bag ….................................................................................................47
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5.7 Bon ................................................................................................................48
5.8 VIP Card ........................................................................................................49
5.9 Comment Card ...............................................................................................50
5.10 Seragam Manager........................................................................................50
5.11 Seragam Karyawan ......................................................................................51
5.12 Seragam Chef ...............................................................................................51
5.13 Seragam Delivery.........................................................................................52
5.14 Placemat .....................................................................................................52
5.15 Tissue dan Seal ...........................................................................................53
5.16 Tatakan Gelas .............................................................................................53
5.17 Sambal dan Saus Tomat .............................................................................54
5.18 Peralatan Makan ..........................................................................................54
5.19 Packaging Slice Pizza Box .........................................................................55
5.20 Packaging Side Dish Box ...........................................................................56
5.21 Packaging Pan Pizza Box ............................................................................56
5.22 Menu Book .................................................................................................57
5.23 Signage .......................................................................................................57
5.24 Peralatan Delivery ......................................................................................58
5.25 Mobil ..........................................................................................................58
5.26 Eksterior .....................................................................................................59
5.27 Interior ........................................................................................................59
5.28 Website .......................................................................................................60
5.29 Table Tent ...................................................................................................60
5.30 Brosur .........................................................................................................61
5.31 Poster ..........................................................................................................62
5.32 Banner .........................................................................................................63
5.32 GSM ...........................................................................................................64
BAB 6 PENUTUP
6.1 Kesimpulan ...................................................................................................65
6.2 Saran .............................................................................................................65
DAFTAR PUSTAKA ....................................................................................................66
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DAFTAR GAMBAR
Gambar 2.1
Gambar 2.2
Gambar 2.3
Gambar 2.4
Gambar 2.5
Gambar 2.6
Gambar 2.7
Gambar 2.8
Gambar 2.9
Gambar 2.10
Gambar 2.11
Gambar 2.12
Gambar 2.13
Gambar 2.13
Gambar 5.1
Gambar 5.2
Gambar 5.3
Gambar 5.4
Gambar 5.5
Gambar 5.6
Gambar 5.7
Gambar 5.8
Gambar 5.9
Gambar 5.10
Gambar 5.11
Gambar 5.12
Gambar 5.13
Gambar 5.14
Gambar 5.15
Gambar 5.16
Gambar 5.17
Gambar 5.18
Gambar 5.19
Gambar 5.20
Gambar 5.21
Gambar 5.22
Gambar 5.23
Gambar 5.24
Gambar 5.25
Gambar 5.26
Gambar 5.27
Gambar 5.28
Gambar 5.29
Logo Pizza Ria Kafe Sekarang .................................................................9
Diagram Usia ...........................................................................................13
Diagram Jenis Kelamin ...........................................................................14
Diagram Pekerjaan ..................................................................................14
Diagram Logo pada Media ......................................................................14
Diagram Kesan Pertama .........................................................................15
Diagram Kesan Melihat Logo Pizza Ria Kafe .......................................15
Diagram Alasan ......................................................................................15
Diagram Ketertarikan Untuk Datang ......................................................16
Logo Pizza Hut .......................................................................................17
Logo Pizza 17 ..........................................................................................18
Logo Papa Ron;s Pizza ...........................................................................20
Logo Izzi Pizza ........................................................................................21
Logo Domino’s Pizza ..............................................................................22
Logo Pizza Ria yang baru ........................................................................38
Spesimen font Lockon dan Perubahan Font ............................................39
Warna Korporat Pizza Ria .......................................................................40
Filosofi Supergrafis .................................................................................41
Penggunaan Warna Supergrafis ..............................................................41
Contoh Aplikasi Supergrafis ...................................................................42
Aplikasi Pada Kartu Nama Personal .......................................................43
Aplikasi Pada Kartu Nama Restoran .......................................................44
Aplikasi Pada Kop Surat .........................................................................45
Aplikasi Pada Amplop .............................................................................46
Aplikasi Pada Plastic Bag .......................................................................47
Aplikasi Pada Bon ...................................................................................48
Aplikasi Pada VIP Card ..........................................................................49
Aplikasi Pada Comment Card .................................................................50
Aplikasi Pada Seragam Manager dan Name Tag ....................................50
Aplikasi Pada Seragam Karyawan dan Celemek ....................................51
Aplikasi Pada Seragam Chef ...................................................................51
Aplikasi Pada Seragam Delivery .............................................................52
Aplikasi Pada Placemat ...........................................................................52
Aplikasi Pada Tissue dan Seal .................................................................53
Aplikasi Pada Tatakan Gelas ...................................................................53
Aplikasi Pada Stiker Saus dan Sambal ....................................................54
Aplikasi Pada Peralatan Makan ...............................................................55
Aplikasi Pada Packaging Slice ................................................................55
Aplikasi Pada Packaging Side Dish ........................................................56
Aplikasi Pada Packaging Pizza Box ........................................................56
Aplikasi Pada Buku Menu .......................................................................57
Aplikasi Pada Signage .............................................................................57
Aplikasi Pada Peralatan Delivery dan Motor ..........................................58
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Gambar 5.30
Gambar 5.31
Gambar 5.32
Gambar 5.33
Gambar 5.34
Gambar 5.35
Gambar 5.36
Gambar 5.37
Gambar 5.38
Aplikasi Pada Mobil Pengangkut Bahan Makanan .................................58
Aplikasi Pada Eksterior Gedung Pizza Ria .............................................59
Aplikasi Pada Interior Gedung Pizza Ria ................................................59
Aplikasi Pada Website .............................................................................60
Aplikasi Pada Table Tent ........................................................................60
Aplikasi Pada Brosur ..............................................................................61
Aplikasi Pada Poster ..............................................................................62
Aplikasi Pada Banner .............................................................................63
GSM ..........................................................................................................64
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PRAKATA
Sebelumnya saya ingin mengucapkan terima kasih kepada Tuhan Yang Maha Esa atas
segala yang telah diberikan-Nya selama saya mengerjakan tugas akhir, mulai dari
pencarian judul, riset, pencarian ide, dan proses desain. Dan atas kesehatan jasmani dan
rohani yang diberikan oleh-Nya selama mengerjakan tugas akhir ini hingga selesai.
Dalam perjalanan melakukan perancangan ulang identitas visual Pizza Ria Kafe, sangat
banyak pihak-pihak yang telah membantu saya dalam menyelesaikan proyek tugas akhir
ini. Bantuan – bantuan yang diberikan adalah baik berupa saran dan kritik yang
membangun, maupun doa dan dukungan hingga materi. Saya ingin menyampaikan terima
kasih yang sebesar – besarnya kepada :

Orang tua tercinta, Frans Yongkong dan Jong Siu Tjing yang memberi dukungan
semangat, moril maupun materil untuk mencapai hasil terbaik.

Kakak-kakak tercinta, Yovita Yongkong, Connita Yongkong, dan Molita
Yongkong yang selalu memberi bantuan kepada saya apabila mengalami kendala
besar dalam kehidupan sehari-hari termasuk Tugas Akhir ini.

Sahabat Olivia Wangsa dan Edward Wangsa yang telah memberikan saran,
masukan dalam pengambilan topik tugas akhir, serta bantuan – bantuan yang
sangat berharga.

Sahabat DKV New Media Department, khususnya Jefri Wiharja, Lauw Robin,
Devy Loren, Thomas, Ben Hardy, Andrie Jarminto, Kevin Panen (psikolog),
Melissa Liu, Erni Thedy, Meylisa Imelda Togelang, Dennis Japari, Robert Ong,
Selvy Setiawan, Merry Mardiana, Hengky Lestari, Edbert Tjanggora, Sebastian
Wang dan sahabat lainnya yang tidak bisa disebutkan satu per satu.

Pak Satya Yudha dan Ibu Inda Ariesta selaku pembimbing utama dan copembimbing yang telah memberikan perhatian kepada saya, memberikan
masukan yang berharga serta dorongan untuk memberikan hasil terbaik.
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
Seluruh tim dosen, Pak Arief PSA, Pak James Darmawan, Pak Harris Effendi,
Pak Latief, Pak Untung,Pak Nico Pranoto, Pak Noordin Ung, Pak Hast, Pak
Lintang, Pak Hagung, Pak Pray, Pak Rujianto, Pak Merdy, Pak Danu, Pak Tytton,
Pak Rio, Pak Ferdinand, Bu Laura, Bu Dhea, Bu Devi, Bu Iwul, Bu Vera, Pak
Bimo, Bu Tri Estetika, Pak Nunun, Pak Kadek, termasuk Pak Julianto. Serta
dosen-dosen lainnya yang tidak bisa disebutkan satu per satu.

Bapak Devy Limbunan, CEO Pizza Ria serta para superviser dan karyawan yang
telah memberikan izin survey, dokumentasi, pengetahuan umum dan khusus
mengenai bisnis, bagaimana mengolah dari sebuah adonan kue menjadi kue
kering yang mempunyai kelezatan.
Harapan besar untuk tugas akhir ini dapat bermanfaat dalam meningkatkan citra
perusahaan, dan kepedulian masyarakat terhadap brand lokal, serta menunjang
perkembangan perusahaan ke depannya.
Saya juga bersedia menerima saran dan kritik dari Bapak, Ibu, serta Saudara Saudari,
apabila masih ada kekurangan pada penyusunan karya ilmiah ini.
Jakarta, 28 Juli 2012
Hardiwanto Yongkong
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