RAMADHAN, MUHAMAD LUCKY (2026) PERANCANGAN PANDUAN VISUAL CAFE DAN RESTO "INNER CIRCLE". S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The visual identity design and creation of a Graphic Standards Manual (GSM) for Inner Circle, an F&B outlet located at SCBD Park Lot 8, South Jakarta, aims to resolve visual inconsistencies in the logo and address brand elements that are unappealing and unrepresentative of a "fun-modern-inclusive" image. The background of the problem stems from an urban lifestyle that demands a comfortable yet exclusive experience; the absence of a GSM has led to inconsistent color and typography variations across Instagram, posters, and company profiles, thereby weakening customer loyalty in the competitive F&B industry. The problem formulation addresses potential identity designs and the influence of visual elements on customer experience, with the objective of designing a comprehensive GSM and developing supporting visual elements. The Design Thinking method was applied through the phases of Empathize (interview with Marketing Manager Ms. Jillian Jansen), Define (SWOT analysis), Ideate (moodboard and mind mapping), Prototype, and Test via a work exhibition in December 2025. Competitor research (including Zodiac Jakarta, SYBER, Stalk Jakarta, SUPERSENANG, and Bar Kotak) helped formulate visual positioning for the target audience: male and female professionals aged 21–45 in the SCBD area, upper-middle class, with a night-life and community-driven focus. The 5W1H strategy resulted in the key message of a "Friendly-fun cafe resto," utilizing the AISAS distribution model (signage, Instagram, posters, X-banners, merchandise, and UGC). The design output includes a symbolic circular logo representing friendship, a color palette featuring Dark Green (#18301E), Black (#2B2B2B), White (#FFFFFF), and Cream (#EEE7D5), Grotesque typography (Helvetica and Projekt Blackbird), repetitive pattern supergraphics, and a complete GSM covering specifications, logo usage, layouts, and applications for internal media (uniforms, ID cards) and external media (signage, merchandise). The exhibition at Mercu Buana University (December 19–23, 2025) yielded positive feedback, highlighting a fun, modern, and attractive impression (strengths), while noting suggestions for improving logo aesthetics, typography, and flexibility (weaknesses); partners expressed satisfaction that the inclusive mood aligned with the target. Conclusion: The GSM successfully resolved visual inconsistencies, strengthened the friendly-exclusive positioning in SCBD, and increased brand awareness and loyalty. Recommendations: Logo iteration, optimization of Instagram and UGC, and strict supervision of GSM usage by internal and external teams to ensure sustainable consistency. Keywords: Visual Identity, GSM, Inner Circle Perancangan panduan visual Graphic Standards Manual (GSM) untuk Inner Circle, outlet FnB di SCBD Park Lot 8 Jakarta Selatan, bertujuan mengatasi inkonsistensi visual logo dan elemen merek yang tidak menarik serta kurang representatif terhadap citra fun-modern-inclusif. Latar belakang masalah mencakup gaya hidup urban yang menuntut pengalaman nyaman-eksklusif, dengan ketidakhadiran GSM menyebabkan variasi warna-tipografi tidak konsisten di media Instagram, poster, dan company profile, sehingga melemahkan loyalitas pelanggan di industri FnB kompetitif. Rumusan masalah meliputi desain identitas potensial dan pengaruh elemen visual terhadap pengalaman pelanggan, dengan tujuan merancang GSM komprehensif dan mengembangkan elemen visual pendukung. Metode Design Thinking diterapkan melalui tahap empathize (wawancara Marketing Manager Ibu Jillian Jansen), define (analisis SWOT), ideate (moodboard-mind mapping), prototype, dan test via pameran karya Desember 2025. Riset kompetitor seperti Zodiac Jakarta, SYBER, Stalk Jakarta, SUPERSENANG, dan Bar Kotak merumuskan positioning visual untuk target audiens laki-perempuan usia 21-45 tahun profesional SCBD menengah atas (night-lifecommunity driven). Strategi 5W1H menghasilkan pesan "Cafe resto friendly-fun", dengan distribusi AISAS (signage-Instagram-poster-X-banner-merchandise-UGC). Hasil perancangan mencakup logo lingkaran simbolis pertemanan, palet warna hijau gelap (#18301E)-hitam (#2B2B2B)-putih (#FFFFFF)-krem (#EEE7D5), tipografi Grotesk (Helvetica-Projekt Blackbird), supergrafis pola repetisi, serta GSM lengkap spesifikasi-logo-layout-aplikasi media internal (seragam-ID card) dan eksternal (signage-merchandise). Pameran Mercubuana 19-23 Desember 2025 menunjukkan feedback positif: kesan fun-modern-menarik (kekuatan), saran improve estetika logotipografi-fleksibilitas (kelemahan); mitra puas mood inklusif sesuai target. Kesimpulan: GSM berhasil mengatasi inkonsistensi visual, memperkuat positioning ramah-eksklusif SCBD, meningkatkan brand awareness-loyalitas. Saran: iterasi logo, optimasi Instagram-UGC, supervisi ketat GSM tim internal-eksternal untuk konsistensi berkelanjutan. Kata Kunci: Panduan Visual, GSM, Inner Circle
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