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TUGAS AKHIR PERANCANGAN CITY BRANDING KOTA BUKITTINGGI SEBAGAI PEMBENTUK IDENTITAS KOTA KARYA DISAIN Oleh: Raudhul Rizky NIM

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TUGAS AKHIR PERANCANGAN CITY BRANDING KOTA BUKITTINGGI SEBAGAI PEMBENTUK IDENTITAS KOTA KARYA DISAIN Oleh: Raudhul Rizky NIM View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Indonesian Institute of the Art Yogyakarta TUGAS AKHIR PERANCANGAN CITY BRANDING KOTA BUKITTINGGI SEBAGAI PEMBENTUK IDENTITAS KOTA KARYA DISAIN Oleh: Raudhul Rizky NIM 0911910024 PROGRAM STUDI DISAIN KOMUNIKASI VISUAL JURUSAN DISAIN FAKULTAS SENI RUPA INSTITUT SENI INDONESIA YOGYAKARTA 2014 i UPT Perpustakaan ISI Yogyakarta Tugas Akhir Desain Berjudul : PERANCANGAN CITY BRANDING KOTA BUKITTINGGI SEBAGAI PEMBENTUK IDENTITAS KOTA Diajukan oleh Raudhul Rizky NIM 0911910024, Program Studi Desain Komunikasi Visual, Jurusan Desain, Fakultas Seni Rupa, Institut Seni Indonesia Yogyakarta, telah dipertanggungjawabkan di depan tim penguji dan telah disetujui Tim Pembina Tugas Akhir pada tanggal 2 Juli 2014. Pembimbing I/Anggota Drs. Baskoro Suryo Banindro, M.Sn. NIP 19650522 199203 1 003 Pembimbing II/Anggota P. Gogor Bangsa, S.Sn.,M.Sn. NIP 19700106 200801 1 017 Cognate/Anggota Drs. M. Umar Hadi, M.S. NIP 19580824 198503 1 001 Kaprodi DKV/Anggota Drs. Hartono Karnadi, M.Sn. NIP 19650209 199512 7 001 Ketua Jurusan Desain/Anggota M. Sholahuddin, S.Sn.,M.T. NIP 19640921 199403 1 00 1 Mengetahui, Dekan Fakultas Seni Rupa Institut Seni Indonesia Yogyakarta Dr. Suastiwi, M.Des. NIP 1959082 198803 2 002 ii UPT Perpustakaan ISI Yogyakarta "Terimakasih untuk Mama dan Papa tercinta serta adikku tersayang" iii UPT Perpustakaan ISI Yogyakarta KATA PENGANTAR Puji syukur penuli sampaikan kepada Allah SWT karena berkat rahmat dan karunia-Nya, penulis dapat menyusun dan menyelesaikan Tugas Akhir Karya Desain ini dengan baik. Tugas akhir ini merupakan tugas karya penciptaan melalui sebuah perancangan karya yang harus diselesaikan sebagai salah satu syarat guna mengakhiri studi pada jenjang Sastra satu (S1) pada Program Studi Desain Komunikasi Visual ISI Yogyakarta. Judul dari Tugas Akhir ini adalah "Perancangan City Branding Kota Bukittinggi Sebagai Pembentuk Identitas Kota". Pada kesempatan ini penulis mengucapkan terima kasih yang sebesar- besarnya yang ditujukan kepada: 1. Allah SWT dengan kuasanya telah memberikan kesempatan, kesehatan, dan rezeki bagi penulis untuk menyelesaikan Tugas Akhir Karya Desain ini. 2. Kedua orang tua penulis yang selalu memberikan dukungan dan doa, terimakasih atas segala yang terbaik yang telah diberikan. 3. Bapak Drs. Baskoro Suryo Banindro, M.Sn. selaku dosen pembimbing I dan Bapak P. Gogor Bangsa S.Sn.,M.Sn. selaku dosen pembimbing II yang sudah sangat berbaik hati untuk membimbing, memberi arahan, memotivasi, memberi saran, serta meminjamkan buku-buku kepada penulis. 4. Bapak M. Sholahuddin, S.Sn.,M.T. selaku Ketua Jurusan Desain ISI Yogyakarta. 5. Bapak Drs. Hartono Karnadi, M.Sn. selaku ketua Program Studi Desain Komunikasi Visual ISI Yogyakarta. 6. Bapak Andi Haryanto, S. Sn.,M.Sn. selaku Dosen Wali yang selalu mendukung kelancaran studi penulis. iv UPT Perpustakaan ISI Yogyakarta 7. Seluruh staff pengajar dan karyawan Program Studi Desain Komunikasi visual ISI Yogyakarta dan Seluruh Karyawan Akmawa Jurusan Seni Rupa ISI Yogyakarta yang banyak membantu dan memperlancar studi penulis. 8. Desy Lia Arlistya terimakasih atas dukungan dan suntikan semangatnya. 9. Rony Setiyawan dan Anisa Meylasari' terimakasih atas masukan dan bantuan ide-idenya yang sangat berarti. 10. Danang, Yongki, dan Rifki atas obrolan-obrolan, dan masukan- masukannya. 11. Iwan, Bram, Ega, Iyus, Azik, dan seluruh penghuni kos Hermiyati atas motivasi, dukungan, kehebohannya. 12. Agung, Beni, Nain, Adi, Angga, Panggih, Uza, Wisnu, Anjar, Laras, Wana, Helen, Aan, Ida, serta semua teman-teman DKV angkatan 2009, terimakasih atas semangat, pengalaman, dan kebersamaannya hingga sekarang. 13. Jeff, Ammar, Wahyu Mbolo, teman-teman The Busker, teman-teman Finishthem, dan teman-teman The Juckly. 14. Serta Semua pihak yang telah membantu secara langsung maupun tidak langsung yang tidak dapat disebutkan satu persatu hingga terselesaikannya Tugas Akhir ini. Penulis menyadari sepenuhnya bahwa dalam penyusunan Tugas AKhir ini masih terdapat banyak kekurangan. Oleh karena itu saran dan kritik membangun sangat diharapkan demi kesempurnaan penyusunan Tugas Akhir. Akhirnya penulis mohon maaf apabila ada kekurangan maupun kesalahan penulisan Tugas Akhir ini. Semoga bermanfaat bagi banyak pihak. Terimakasih. Yogyakarta, Juni 2014 Raudhul Rizky NIM 0911910024 v UPT Perpustakaan ISI Yogyakarta DAFTAR ISI HALAMAN JUDUL ........................................................................................ i HALAMAN PENGESAHAN .......................................................................... ii HALAMAN PERSEMBAHAN ...................................................................... iii KATA PENGANTAR ..................................................................................... iv DAFTAR ISI .................................................................................................... vi DAFTAR GAMBAR ....................................................................................... x PERNYATAAN KEASLIAN KARYA .......................................................... xiii ABSTRAK ....................................................................................................... xiv BAB I PENDAHULUAN ......................................................................... 1 A. Latar Belakang Masalah ......................................................... 1 B. Rumusan Masalah .................................................................. 4 C. Batasan Masalah .................................................................... 4 D. Tujuan Perancangan ............................................................... 4 E. Manfaat Perancangan ............................................................. 5 1. Bagi Mahasiswa Desain Komunikasi Visual .................... 5 2. Bagi Masyarakat ................................................................ 5 3. Bagi Lembaga Daerah ....................................................... 5 F. Metode Perancangan .............................................................. 6 1. Metode Pengumpulan Data ............................................... 6 a. Data Premier ................................................................. 6 b. Data Sekunder ............................................................... 6 2. Metode Analisi Data .......................................................... 7 3. Metode Analisis SWOT .................................................... 7 BAB II IDENTIFIKASI DAN ANALISIS DATA .................................... 8 A. Studi Literatur ........................................................................ 8 1. Brand ................................................................................. 8 a. Definisi Brand ............................................................. 8 b. Fungsi dan Tujuan Brand ............................................ 10 c. Strategi Branding ......................................................... 12 vi UPT Perpustakaan ISI Yogyakarta d. Brand Architecture ...................................................... 12 e. Brand Positioning ......................................................... 13 2. Promosi .............................................................................. 15 3. City branding ..................................................................... 16 4. Identitas ............................................................................. 22 a. Unsur Identitas .............................................................. 23 1) Brand Name ............................................................. 23 2) Logo ......................................................................... 24 3) Tagline ..................................................................... 24 4) Warna ....................................................................... 25 5) Tipografi .................................................................. 25 6) Elemen Gambar ....................................................... 26 B. Kota Bukittinggi ..................................................................... 26 1. Gambaran Umum Kota Bukittinggi .................................. 26 2. Sejarah Kota Bukittinggi ................................................... 27 3. Iklim dan Wilayah Kota Bukittinggi ................................. 30 4. Penduduk Kota Bukittinggi ............................................... 34 5. Visi dan Misi ..................................................................... 36 6. Logo Kota Bukittinggi ....................................................... 38 7. Sarana dan Prasarana Kota Bukittinggi ............................. 41 8. Potensi Kota Bukittinggi ................................................... 42 a. Wisata ........................................................................... 42 b. Pendidikan .................................................................... 44 c. Kesehatan ...................................................................... 46 d. Perdagangan dan Jasa ................................................... 46 e. Seni Budaya .................................................................. 48 C. Analisis Permasalahan ........................................................... 50 D. USP (Unique Selling Preposition) ......................................... 56 E. Segmentasi ............................................................................. 57 F. Solusi ...................................................................................... 58 vii
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