ZAHRA, WIDYA (2019) PERANCANGAN LOGO SEBAGAI BRAND IDENTITY SOTO AYAM AMBENGAN CAK JO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The logo as a brand identity can not only be found in large companies, even small companies use logos as brand identities. In small companies or sidewalk businesses there are often visual deficiencies in presenting messages where it is very influential on consumers. The purpose of the design of the sidewalk business is to be able to make consumers more familiar with the Soto Ayam's five-legged "Cak Jo" business. The design method used is the glass box method, by first looking for data through interviews with consumers, determining ideas and determining concepts. The design of the logo as an identity brand is applied by media that are close to the position of consumers, the media are banners, menu lists, tablecloths (table branding), tissue boxes and stickers on carts. On branding, visitors or consumers show various responses, including the need for place design, more embracing the community, the importance of understanding the position, considering the sensitivity of the eye in seeing the color of identity. Key Word : logo, brand identity Logo sebagai brand identity tidak hanya dapat ditemukan pada perusahaan besar, perusahaan kecil pun menggunakan logo sebagai brand identity. Dalam perusahaan kecil atau usaha kaki lima seringkali terdapat kekurangan visual dalam menyajikan pesan dimana itu sangat berpengaruh terhadap konsumen. Tujuan perancangan usaha kaki lima dimaksudkan untuk dapat membuat konsumen lebih mengenali usaha kaki lima Soto Ayam Ambengan “Cak Jo”. Metode perancangan yang digunakan yaitu metode kotak kaca, dengan terlebih dahulu mencari data melalui wawancara dengan konsumen, menentukan ide dan menentukan konsep. Perancangan logo sebagai brand identity diterapkan media – media yang dekat dengan posisi konsumen, media tersebut yaitu spanduk, daftar menu, taplak meja, kotak tissue dan stiker pada gerobak. Pada branding tersebut pengunjung atau konsumen menunjukkan berbagai respon, diantaranya yaitu diperlukannya desain tempat, lebih merangkul masyarakat, pentingnya memahami posisioning, mempertimbangkan kepekaan mata dalam melihat warna identitas. Kata Kunci : logo, brand identity
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