HAKIM, MUHAMMAD LUQMANUL (2026) PERANCANGAN ULANG VISUAL IDENTITY SEBAGAI MEDIA BRANDING PADA UMKM KEBAB MM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The culinary industry is currently experiencing rapid growth, which has led to an increased level of competition among business actors. This condition requires every business to continuously strengthen its brand identity in order to compete effectively in the market. One of the most important aspects in building brand image is visual identity, particularly the logo. A logo serves as the primary visual representation of a business that helps consumers recognize, remember, and distinguish a brand from its competitors. A well-designed logo not only reflects the character of the brand but also creates a strong and consistent impression of the overall business identity. This Final Project aims to redesign the visual identity of the Kebab MM logo based on the theory of ideal visual identity. The data collection methods used in this study include interviews with the business owner, literature review of logo design and branding theories, and visual documentation of the elements used in the Kebab MM logo. The analysis was conducted by comparing the visual elements of the logo with ideal design principles such as simplicity, uniqueness, relevance, flexibility, and visual memorability. The results of the study indicate that the existing Kebab MM logo has not fully met the standards of an ideal visual identity. It is expected that the redesign of Kebab MM’s visual identity will increase customer interest and enhance the brand image of Kebab MM. Kata kunci: UMKM, Kebab MM, Visual Identity, logo Design Industri kuliner saat ini mengalami perkembangan yang sangat pesat, yang menyebabkan meningkatnya tingkat persaingan antar pelaku usaha. Kondisi ini menuntut setiap bisnis untuk terus memperkuat identitas merek mereka agar dapat bersaing secara efektif di pasar. Salah satu aspek penting dalam membangun citra merek adalah identitas visual, khususnya logo. Logo berperan sebagai representasi visual utama dari suatu usaha yang dapat membantu konsumen mengenali, mengingat, serta membedakan merek tersebut dari para kompetitor. Desain logo yang baik tidak hanya mencerminkan karakter merek, tetapi juga mampu menciptakan kesan yang kuat dan konsisten terhadap identitas usaha secara keseluruhan. Tugas Akhir ini bertujuan untuk perancangan ulang identitas visual logo Kebab MM dalam konteks teori identitas visual logo yang ideal. Metode yang digunakan dalam pengumpulan data meliputi wawancara dengan pemilik usaha, studi pustaka terhadap teori desain logo dan branding, serta dokumentasi visual dari elemen-elemen yang digunakan dalam logo Kebab MM. Analisis dilakukan dengan mencocokkan elemen-elemen visual logo dengan prinsip desain ideal seperti kesederhanaan, keunikan, relevansi, fleksibilitas, dan daya ingat visual. Hasil dari penelitian menunjukkan bahwa logo Kebab MM belum sepenuhnya memenuhi standar identitas visual yang ideal. Diharapkan dengan adanya perancangan ulang identitas visual Kebab MM dapat meningkatkan minat pelanggan dan menaikan citra Kebab MM Kata kunci: UMKM, Kebab MM, Identitas Visual, Perancangan logo
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