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PENGANTAR KARYA

TUGAS AKHIR

PERANCANGAN VISUAL BRANDING DAN PROMOSI

“SOLONESIA RECORD STORE”

Disusun Guna Melengkapi dan Memenuhi Persyaratan Mencapai Gelar

Sarjana Seni rupa Program Studi Desain Komunikasi Visual

Disusun Oleh :

Danang Muhamad Yulianto

C0710024

PROGRAM STUDI S1 DESAIN KOMUKASI VISUAL

FAKULTAS SENI RUPA DAN DESAIN

UNIVERSITAS SEBELAS MARET

SURAKARTA

2016

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HALAMAN PERSEMBAHAN

Karya ini penulis persembahkan kepada :

Keluarga tercinta dan teman-teman

yang tiada hentinya memberikan semangat

doa dan dukungan materi

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HALAMAN MOTTO

“Awali segala sesuatunya dengan Bismillah dan diakhiri dengan Alhamdulillah”

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KATA PENGANTAR

Puji syukur kepada Allah SWT atas segala limpahan rahmat dan hidayatnya sehingga

Tugas Akhir ini dapat terselesaikan dengan judul PERANCANGAN VISUAL BRANDING

DAN PROMOSI SOLONESIA RECORD STORE.

Dalam penyusunan Tugas Akhir ini, penulis telah banyak sekali menerima bimbingan

dan dukungan dari berbagai pihak. Dalam kesempatan ini penulis ingin mengucapkan terima

kasih yang sebesar-besarnya kepada :

1. Drs. Ahmad Adib M.Hum., Ph.D. selaku Dekan Fakultas Seni Rupa dan Desain dan

seluruh jajaran,

2. Dr. Deny Tri Ardianto S.Sn., Dipl.Art. selaku Ketua Jurusan Desain Komunikasi Visual

Fakultas Seni Rupa dan Desain,

3. Dr. Deny Tri Ardianto S.Sn., Dipl.Art. selaku Pembimbing Akademik,

4. Ercilia Rini Octavia, S.Sn., M.Sn. selaku Koordinator Tugas Akhir,

5. Drs. Putut Handoko Pramono, M.Si.selaku Dosen Pembimbing I Tugas Akhir yang telah

memberikan bimbingan dan pengarahan,

6. Drs. Bedjo Riyanto, M.Hum.selaku Dosen Pembimbing II Tugas Akhir yang telah

memberikan bimbingan dan pengarahan,

7. Seluruh Staff Pengajar yang telah memberikan bekal ilmu dan bimbingan kuliah serta

Staff Administrasi yang telah memberikan bantuan administrasi,

8. Kedua Orang Tua Tercinta yang selalu memberikan dukungan doa,

9. Seluruh Keluarga Besar Desain Komunikasi Visual angkatan 2010 yang selalu memberi

motivasi dan dukungan,

10. Seluruh pengelola Solonesia Record Store.

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Penulis menyadari bahwa penyusunan Pengantar Karya Tugas Akhir ini masih jauh

dari kesempurnaan. Oleh karena itu penulis mengharapkan kritik dan saran yang bersifat

membangun demi kesempurnaan Pengantar Karya Tugas Akhir ini. Semoga Pengantar Karya

Tugas Akhir ini dapat bermanfaat bagi penulis khususnya dan bagi pembaca umumnya. Atas

perhatian dan kerjasamanya penulis ucapkan terimakasih.

Surakarta, 23 Juni 2016

Danang Muhamad Yulianto

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DAFTAR ISI

HALAMAN JUDUL ........................................................................................... i

LEMBAR PERSETUJUAN................................................................................ ii

PENGESAHAN .................................................................................................. iii

PERNYATAAN .................................................................................................. iv

PERSEMBAHAN ............................................................................................... v

MOTTO .............................................................................................................. vi

KATA PENGANTAR ........................................................................................ vii

DAFTAR ISI ....................................................................................................... ix

DAFTAR TABEL ............................................................................................... xiii

DAFTAR GAMBAR .......................................................................................... xiv

ABSTRAK .......................................................................................................... xvi

ABSTRACT .......................................................................................................... xvii

BAB I. PENDAHULUAN .................................................................................. 1

A. Latar Belakang Masalah .......................................................................... 1

B. Rumusan Masalah ................................................................................... 2

C. Tujuan Perancangan ................................................................................ 3

D. Metode Penelitian.................................................................................... 3

1. Kerangka Pemikiran dan Proses Perancangan ............................ 4

2. Metode Analisis Data .................................................................. 5

BAB II. KAJIAN TEORI .................................................................................... 6

A. Perancangan ............................................................................................ 6

B. Visual Branding ...................................................................................... 6

C. Promosi ................................................................................................... 9

D. Tinjauan Desain Komunikasi Visual ...................................................... 14

E. Record Store ............................................................................................ 20

BAB III. IDENTIFIKASI DATA ....................................................................... 24

A. Identifikasi Data Objek ........................................................................... 24

1. Profil “Solonesia Record Store”.................................................. 24

2. Produk yang Ditawarkan ............................................................. 25

3. Konsumen ................................................................................... 29

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4. Promosi yang Pernah Dilakukan ................................................. 30

B. Target Audience ...................................................................................... 31

C. Kompetitor .............................................................................................. 35

1. Data Fisik Belukar Store ............................................................. 35

2. Data Fisik Alpha Omega Record Store ....................................... 39

D. Analisis SWOT ....................................................................................... 42

BAB IV. KONSEP PERANCANGAN .............................................................. 46

A. Metode Perancangan ............................................................................... 46

B. Konsep Kreatif ........................................................................................ 47

1. Pendekatan USP (Unique Selling Proportion) ............................ 47

2. Positioning .................................................................................. 48

C. Standar Visual ......................................................................................... 49

1. Pesan Verbal................................................................................ 49

a. Headline .......................................................................... 49

b. Sub Headline ................................................................... 49

c. Body Copy ....................................................................... 50

d. Tagline ............................................................................ 50

2. Pesan Non Verbal ........................................................................ 50

a. Logo ................................................................................ 51

b. Layout .............................................................................. 51

c. Ilustrasi ............................................................................ 52

d. Warna .............................................................................. 52

e. Tipografi .......................................................................... 53

D. Pemilihan Media ..................................................................................... 54

E. Prediksi Biaya ......................................................................................... 58

BAB V. VISUALISASI KARYA ....................................................................... 63

1. Website ........................................................................................ 63

2. Iklan Koran.................................................................................. 64

3. Iklan Majalah .............................................................................. 65

4. Spanduk ....................................................................................... 66

5. Poster ........................................................................................... 67

6. X-Banner ..................................................................................... 68

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7. Showroom .................................................................................... 69

8. Rak Display ................................................................................. 70

9. Flyer ............................................................................................ 71

10. Stationary .................................................................................... 72

a. Kop Surat ........................................................................ 72

b. Amplop ............................................................................ 73

c. Nota ................................................................................. 74

d. Kartu Nama ..................................................................... 75

11. Merchandise ................................................................................ 76

a. T-Shirt ............................................................................. 76

b. Sticker .............................................................................. 77

c. Tote Bag .......................................................................... 78

d. Pin ................................................................................... 79

BAB VI. PENUTUP ........................................................................................... 80

A. Kesimpulan ............................................................................................. 80

B. Saran ........................................................................................................ 81

DAFTAR PUSTAKA

LAMPIRAN

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DAFTAR TABEL

Tabel 3.1 : Analisis SWOT……………………………………………………....44

Tabel 4.2 : Prediksi Biaya………………………………………………………..58

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DAFTAR DIAGRAM

Diagram 3.1 : Quisioner……………………………………………………........32

Diagram 3.2 : Quisioner………………...……………………………………….32

Diagram 3.3 : Quisioner………………...……………………………………….33

Diagram 3.4 : Quisioner………………...……………………………………….34

Diagram 3.5 : Quisioner………………...……………………………………….34

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DAFTAR GAMBAR

Gambar 3.1 : Solonesia Record Store ............................................................. 25

Gambar 3.2 : Foto Kaset Pita ............................................................................ 26

Gambar 3.3 : Foto Kaset Pita ............................................................................ 26

Gambar 3.4 : Foto Piringan Hitam/Vinyl .......................................................... 27

Gambar 3.5 : Foto Pringan Hitam/Vinyl ........................................................... 27

Gambar 3.6 : Foto CD ....................................................................................... 28

Gambar 3.7 : Foto CD ....................................................................................... 38

Gambar 3.8 : Foto Buku dan Majalah ............................................................... 29

Gambar 3.9 : Foto Record Store Day ................................................................ 30

Gambar 3.10 : Screenshot Facebook dan Instagram ........................................... 30

Gambar 3.11 : Gambar Logo Belukar Store ....................................................... 35

Gambar 3.12 : Gambar Kaset Pita dan CD ......................................................... 36

Gambar 3.13 : Gambar T-Shirt ........................................................................... 37

Gambar 3.14 : Gambar Jaket ............................................................................... 37

Gambar 3.15 : Gambar Topi ............................................................................... 38

Gambar 3.16 : Gambar Bandana ......................................................................... 38

Gambar 3.17 : Gambar Tas ................................................................................. 39

Gambar 3.18 : Gambar Tote Bag ........................................................................ 39

Gambar 3.19 : Gambar Logo Alpha Omega Record Store ................................. 40

Gambar 3.20 : Gambar Kaset Pita....................................................................... 41

Gambar 3.21 : Gambar CD ................................................................................. 41

Gambar 4.1 : Gambar Grid Logo Solonesia Record Store ............................... 52

Gambar 4.2 : Gambar Tipografi Solonesia Record Store ................................. 52

Gambar 4.3 : Gambar Configuration Solonesia Record Store .......................... 53

Gambar 4.4 : Gambar Scale Solonesia Record Store ........................................ 53

Gambar 5.1 : Gambar Website Solonesia Record Store .................................... 63

Gambar 5.2 : Gambar Iklan Koran Solonesia Record Store ............................. 64

Gambar 5.3 : Gambar Iklan Majalah Solonesia Record Store .......................... 65

Gambar 5.4 : Gambar Spanduk Solonesia Record Store .................................. 66

Gambar 5.5 : Gambar Poster Solonesia Record Store ...................................... 67

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Gambar 5.6 : Gambar X-Banner Solonesia Record Store ................................. 68

Gambar 5.7 : Gambar Showroom Solonesia Record Store ............................... 69

Gambar 5.8 : Gambar Rak Display Solonesia Record Store ............................ 70

Gambar 5.9 : Gambar Flyer Solonesia Record Store ........................................ 71

Gambar 5.10 : Gambar Kop Surat Solonesia Record Store ............................... 72

Gambar 5.11 : Gambar Amplop Surat Solonesia Record Store ......................... 73

Gambar 5.12 : Gambar Nota Solonesia Record Store........................................ 74

Gambar 5.13 : Gambar Kartu Nama Solonesia Record Store ............................ 75

Gambar 5.14 : Gambar T-Shirt Solonesia Record Store .................................... 76

Gambar 5.15 : Gambar Sticker Solonesia Record Store .................................... 77

Gambar 5.16 : Gambar Tote Bag Solonesia Record Store ................................. 78

Gambar 5.17 : Gambar Pin Solonesia Record Store .......................................... 79

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PERANCANGAN VISUAL BRANDING DAN PROMOSI

SOLONESIA RECORD STORE

Danang Muhamad Yulianto1

Drs. Putut Handoko Pramono, M. Si.2 Drs. Bedjo Riyanto, M.Hum.

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ABSTRAK

2016, Danang Muhamad Yulianto. Pengantar Tugas Akhir ini berjudul

Perancangan Visual Branding dan Promosi Solonesia Record Store. Adapun

permasalahan yang dikaji adalah (1) Bagaimana merancang visual branding yang

mampu mempresentasikan Solonesia Record Store? (2) Bagaimana merancang

media promosi melalui pendekatan komunikasi visual agar target audience sadar

akan eksistensi Solonesia Record Store? (3) Bagaimana menentukan media

placement yang tepat sasaran? Tujuan perancangan ini adalah (1) Merancang visual

branding yang paling tepat dan mampu mempresentasikan Solonesia Record Store

(2) Dapat merancang media promosi Solonesia Record Store melalui pendekatan

komunikasi visual (3) Menentukan media placement yang tepat sasaran.

1 Mahasiswa Desain Komunikasi Visual Fakultas Seni Rupa dan Desain

Universitas Sebelas Maret NIM C0710024 2 Dosen Pembimbing I

3 Dosen Pembimbing II

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DESIGNING VISUAL BRANDING AND PROMOTION

SOLONESIA RECORD STORE

Danang Muhamad Yulianto4

Drs. Putut Handoko Pramono, M. Si.5 Drs. Bedjo Riyanto, M.Hum.

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ABSTRACT

2016, Danang Muhamad Yulianto. Introduction to the final assignment is

titled Designing Visual Branding and Promotion Solonesia Record Store. As for the

issues examined are (1) how to design visual branding that is able to present his

Solonesia Record Store? (2) how to design media promotion through visual

communication approaches in order to target audience aware of the existence of

the Solonesia Record Store? (3) how to determine the proper placement of target

media? The purpose of this design is (1) to design the most appropriate visual

branding and was able to present his Solonesia Record Store (2) can design media

promotions Solonesia Record Store through visual communication approach (3)

determine the media placement is right on target.

4 The Student of Visual Communication Design Faculty of Fine Art dan Design

Sebelas Maret University Student Number C0710024 5 Guide Lecture I

6 Guide Lecture II