OKTAVIANTO, ILHAM (2026) PERANCANGAN IDENTITAS VISUAL PADA KEDAI MALABAR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Kedai Malabar is a coffee shop that carries a Santorini Industrial European interior concept and offers coffee and homemade wheat bread as its main products. However, its previous visual identity, especially the logo, had not strongly represented the brand character and was still inconsistent across various media. This design project aims to create a new visual identity that is more suitable for the concept, character, and image of Kedai Malabar. The design method used in this project refers to the design thinking stages, consisting of empathize, define, ideate, prototype, and test. The design process was carried out through observation, interviews, reference studies, mind mapping, visual exploration, sketching, logo digitalization, and user testing. The visual concept of the logo was developed from coffee beans, bread, the letter M, dome shapes, windows, and Santorini-style arches using the Gestalt figure and ground approach. The final result of this project is a new logo and visual identity system applied to several supporting media. Based on the questionnaire results from 20 respondents, the new logo received positive responses because it was considered more attractive, professional, easy to understand, visually meaningful, and more representative of Kedai Malabar than the previous logo. Therefore, this visual identity design can strengthen the brand image of Kedai Malabar, making it more consistent, recognizable, and distinctive among coffee shop competitors. Keywords: Visual Identity, Logo, Kedai Malabar, Gestalt, Santorini Industrial. Kedai Malabar merupakan kedai kopi yang memiliki konsep ruang Santorini Industrial Eropa dan produk unggulan berupa kopi serta roti gandum homemade. Namun, identitas visual yang digunakan sebelumnya belum mampu merepresentasikan karakter tersebut secara kuat, terutama pada bagian logo yang masih terlihat generik dan belum konsisten pada berbagai media. Perancangan ini bertujuan untuk membuat identitas visual baru yang lebih sesuai dengan konsep, karakter, dan citra Kedai Malabar. Metode perancangan yang digunakan mengacu pada tahapan design thinking, yaitu empathize, define, ideate, prototype, dan test. Proses perancangan dilakukan melalui observasi, wawancara, studi referensi, mind mapping, eksplorasi visual, sketsa, digitalisasi logo, serta pengujian kepada responden. Konsep visual logo dikembangkan dari elemen kopi, roti, huruf M, kubah, jendela, dan bentuk lengkung bergaya Santorini dengan pendekatan Gestalt figure and ground. Hasil perancangan berupa logo baru dan sistem identitas visual yang diterapkan pada beberapa media pendukung. Berdasarkan hasil kuesioner kepada 20 responden, logo baru memperoleh tanggapan positif karena dinilai lebih menarik, profesional, mudah dipahami, memiliki makna visual yang jelas, dan lebih merepresentasikan Kedai Malabar dibandingkan logo sebelumnya. Dengan demikian, perancangan identitas visual ini dapat memperkuat citra merek Kedai Malabar agar lebih konsisten, mudah dikenali, dan memiliki daya pembeda di tengah persaingan coffee shop. Kata Kunci: Identitas Visual, Logo, Kedai Malabar, Gestalt, Santorini Industrial.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 42322110014 |
| Uncontrolled Keywords: | Identitas Visual, Logo, Kedai Malabar, Gestalt, Santorini Industrial. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.6 Organization and Management of Psychology/Organisasi dan Manajemen di Bidang Psikologi 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman > 641.3 Food/Makanan |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | khalimah |
| Date Deposited: | 16 Sep 2026 03:13 |
| Last Modified: | 16 Sep 2026 03:13 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103912 |
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