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PERANCANGAN CORPORATE IDENTITY PERPUSTAKAAN BANK INDONESIA SURABAYA SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS Anisa Ayu Ratna1) Muh

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PERANCANGAN CORPORATE IDENTITY PERPUSTAKAAN BANK INDONESIA SURABAYA SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS Anisa Ayu Ratna1) Muh PERANCANGAN CORPORATE IDENTITY PERPUSTAKAAN BANK INDONESIA SURABAYA SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS Anisa Ayu Ratna1) Muh. Bahruddin 2) Thomas Hanandry Dewanto 3) S1 Desain Komunikasi Visual Institut Bisnis dan Informatika STIKOM Surabaya Jl. Raya Kedung Baruk 98 Surabaya, 60298 Email : 1) [email protected], 2) [email protected], 3) [email protected] Abstract: Perpustakaan Bank Indonesia Surabaya is a growing library company in Surabaya. The problem is, a lot of competitors threaten the sales position of Perpustakaan Bank Indonesia Surabaya. During this, media campaign that used by Perpustakaan Bank Indonesia Surabaya does not have concept design. The low awareness of the importance the media campaign, create a high probability of customers moving to another library. Media campaigns are very important to build brand equity. Therefore, it is necessary to increase customer aware by doing branding and maintenance customers through the media campaign to maintain the position of Perpustakaan Bank Indonesia Surabaya from the competitors. The design is done by observation, interviews, depth interviews, and literature studies using qualitative-descriptive analysis and supported by existing analysis, SWOT and STP obtained brilliant concept that is used in overall design. The concept of brilliant implemented using product photo illustration of Perpustakaan Bank Indonesia Surabaya. Unique concept realized by unique form of media, while the brilliant concept realized from the arrangement of layout and color selection. The concept was subsequently applied in corporate identity and promotional media like Graphics Standart Manual that can be able to increase customer awareness. Keywords: : Design, Corporate Identity, Perpustakaan Bank Indonesia Surabaya, Graphics Standart Manual, Brand Awareness, Brilliant. Surabaya menjadi kota yang meraih tempat baca seperti pada umumnya, Perpustakaan penghargaan Millenium Development Goals (MDGs) Bank Indonesia Surabaya juga menyediakan banyak Awards 2013 pada kategori pendidikan dibidang akses maupun fasilitas pendukung hingga kegiatan- pengembangan layanan perpustakaan umum. Hal ini kegiatan edukasi sebagai sumber informasi untuk bisa dilihat dari banyaknya pengembangan masyarakat khususnya Kota Surabaya. perpustakaan yang tersebar secara merata di tempat- Permasalahannya, Perpustakaan Bank Indonesia tempat umum di Kota Surabaya. Dengan alasan Surabaya belum memiliki corporate identity serta tersebut, Pemerintah Kota Surabaya juga berupaya media promosi yang sesuai visi misi dan konsep menjadikan Kota Pahlawan ini dalam pencanangan perpustakaan untuk menginformasikan pada target Program sebagai Kota Literasi. Perpustakaan Bank audience tentang jasa dan layanannya. Corporate Indonesia (BI) Surabaya merupakan salah satu yang Identity meliputi logo dan stationery sets. keberadaannya mendapat dukungan dari Bank Perpustakaan Bank Indonesia Surabaya belum Indonesia dan Pemerintah Kota Surabaya. Tidak memiliki identitas korporat dan stationery sets sebagai hanya berfokus sebagai perpustakaan yang menjadi kelengkapan administrasi bisnis Akses fasilitas Ratna, Bahruddin, Dewanto, Vol.4, No.2, Art Nouveau, 2015 penunjang informasi maupun kelebihan-kelebihan Tantular“ untuk memperMelas keEeradaan pada Perpustakaan Bank Indonesia Surabaya yang perpustakaan. belum tentu didapat pada perpustakaan lain ini belum Berdasarkan permasalahan diatas maka terpublikasi dan dimanfaatkan secara maksimal. dibutuhkan perancangan corporate identity sebagai Padahal, fasilitas yang disediakan pada perpustakaan upaya meningkatkan Brand Awareness Perpustakaan sangat menunjang dalam proses belajar, khususnya Bank Indonesia Surabaya. Dengan adanya bagi kalangan mahasiswa. Untuk itu, perlu dilakukan perancangan ini, diharapkan memperkenalkan usaha perancangan corporate identity (identitas identitas Perpustakaan Bank Indonesia Surabaya dan perusahaan) sebagai upaya meningkatkan awareness mampu menjadikan Perpustakaan Bank Indonesia masyarakat Surabaya khususnya mahasiswa terhadap Surabaya sebagai salah satu wisata baca unggulan di Perpustakaan Bank Indonesia Surabaya. Surabaya. Perpustakaan Bank Indonesia merupakan bentuk Supporting Level dari setiap perwakilan kantor Bank METODE PENELITIAN Indonesia. Tujuannya adalah sebagai pendukung Pembahasan dalam bab ini akan lebih terfokus kebutuhan, data-data yang terkait dengan pembuatan kepada metode yang digunakan dalam perancangan kajian, penelitian-penelitian, dan jurna-jurnal sebagai karya, observasi data serta teknik pengolahannya literasi dan referensi. Di Surabaya sendiri, awalnya dalam —Perancangan Desain Corporate Identity Perpustaakaan Bank Indonesia Surabaya terletak Perpustakaan Bank Indonesia Surabaya sebagai upaya dalam satu gedung bersama kantor Bank Indonesia Meningkatkan Brand Awareness“. Surabaya di Jalan Pahlawan. Hal tersebut menjadi batasan sendiri bagi pengunjung, karena siapapun Teknik Pengumpulan Data yang ingin masuk perpustakaan harus mematuhi Data yang diperoleh memiliki peran yang peraturan yang sesuai dengan kebijakan-kebijakan dari penting. Data mengenai Perpustakaan Bank Indonesia Kantor Bank Indonesia. Tepatnya pada 15 Juli 2012 Surabaya diperoleh melalui pengamatan langsung Perpustakaan Bank Indonesia di Surabaya resmi peneliti di Kantor Pusat Bank Indonesia Surabaya. dipindahkan di Jalan Taman Mayangkara No.6 yang Teknik pengumpualn data disini adalah sebagai acuan dulunya bangunan tersebut dimanfataakan sebagai dasar bagaimana karya dibuat dan diproduksi. Museum Mpu Tantular. Selain faktor pemanfaatan Pembuatan karya dapat berjalan lebih rinci, terarah aset bangunan yang dimiliki oleh Bank Indonesia dan sistematis, sehingga karya yang diperoleh tersebut, alasan kepindahan Perpustakaan BI Surabaya menghasilkan karya yang bagus dan tidak adalah agar masyarakat lebih mudah menjangkau jika menyimpang dari proses-proses bagaimana karya itu ingin berkunjung dan mendapatkan informasi di dibuat atau diproduksi baik dalam proses perancangan perpustakaan. konsep hingga pengaplikasian pada corporate identity Dalam hal ini posisi Perpustakaan Bank nya. Indonesia Surabaya berada pada tahap brand Proses pengumpulan data dengan observasi recognition. Dimana pada tingkatan ini, merupakan tentang Perpustakaan Bank Indonesia Surabaya, dan tingkatan paling rendah dari awareness seseorang. wawancara langsung ke pengelola sampai pustakawan Karena merupakan upaya pengenalan kesadaran Perpustakaan Bank Indonesia Surabaya. Dapat merek yang diukur dengan diberikan bantuan. diambil kesimpulan observasi, dengan perancangan Sebagaimana pada foto yang penulis dapatkan dari corporate identity yang sesuai dengan karakteristik sumber www.ayorek.org berikut ini. Foto tersebut Perpustakaan Bank Indonesia Surabaya dan sasaran merupakan hasil dokumentasi pada acara yang target audience yang ditujukan untuk audiens. dinamai —Text The City“ dan didukung oleh Teknik pengumpulan data diperlukan untuk berbagai komunitas dan asosiasi yang salah satunya mendapatkan data yang akurat sehingga informasi adalah Perpustakaan Bank Indonesia Surabaya. Pada yang diperoleh dapat dipertanggung jawabkan. Teknik foto, selain tertera nama jelas Perpustakaan Bank pengumpulan data yang digunakan dalam penelitian Indonesia Surabaya, juga terdapat alamat serta ini adalah observasi, wawancara, dokumentasi, dan keterangan bantuan —Eekas gedung 0useum 0pu studi pustaka yang dijelaskan sebagai berikut: Ratna, Bahruddin, Dewanto, Vol.4, No.2, Art Nouveau, 2015 1. Observasi lebih detail tentang pengelolaan dan perkembangan di Observasi merupakan suatu proses yang kompleks, Perpustakaan Bank Indonesia Surabaya. Wawancara suatu proses yang tersusun dari berbagai proses juga dilakukan pada dengan Bapak Imam Suwandi biologis dan psikologis. Dua diantara yang terpenting selaku pustakawan Perpustakaan Bank Indonesia adalah proses-proses pengamatan dan ingatan Surabaya di Jalan Taman Mayangkara nomor 6 (Sugiyono, 2013 : 145). Observasi (penelitian) adalah Surabaya pada tanggal 27 April 2015 yang bertatap mencermati langsung secara visual terhadap kondisi muka dan melayani secara langsung setiap obyek yang akan diteliti. Pelaksanaan observasi pada pengunjung di perpustakaan. Selain itu beliau juga Perpustakaan Bank Indonesia Surabaya dilakukan sekaligus yang selama ini membuat desain media selama 1 minggu pada tanggal 26 November - 3 promosi Perpustakaan Bank Indonesia Surabaya. Desember 2014 di Jalan Taman Mayangkara nomor 6 3. Dokumentasi Surabaya. Pada metode ini dilakukan pengamatan dan Metode dokumentasi adalah suatu metode pencatatan secara langsung mengenai fasilitas sampai pengumpulan data yang digunakan untuk kegiatan internal maupun eksternal di Perpustakaan mendapatkan seluruh bukti yang berkaitan dengan Bank Indonesia Surabaya, sehingga mendapatkan Perpustakaan Bank Indonesia Surabaya, berupa foto, gambaran mengenai permasalahan yang dihadapi arsip, seluruh gambar-gambar objek Perpustakaan dalam proses perancangan corporate identity. Bank Indonesia Surabaya serta bahan-bahan tertulis Dalam melakukan observasi, peneliti melakukan yang berhubungan dengan masalah kesadaran merek analisis terhadap profil Perpustakaan Bank Indonesia dan perancangan corporate identity yang nantinya Surabaya lalu membandingkan dengan perpustakaan akan dicatat. Metode ini tidak secara langsung lain pada bidang perpustakaan umum untuk dijadikan ditujukan pada subjek penelitian.Metode ini sangat sebagai kompetitor. Hal ini dilakukan sebagai cara bermanfaat karena dapat dilakukan tanpa mengganggu dalam mengetahui
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