PERANCANGAN IDENTITAS VISUAL KOTA TANGERANG

TIFFANY, HENDRI JESSICA (2022) PERANCANGAN IDENTITAS VISUAL KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Every city in Indonesia must have a prominent characteristic, one of which is Tangerang City that’s also known as “Kota Benteng” or City of Fortress, this is based on the history of the Sultanate of Banten which built a fortress to fight the VOC in the Dutch colonial era. Tangerang City also has a unique socio-cultural background, because there is a harmonious inter-ethnic assimilation between Sundanese, Javanese, Malay, and Chinese ethnicities, so that Tangerang City is considered to have a heterogeneous, pluralistic nature of urban society, so that the complexity of the problem varies, including in the city of Tangerang. It includes diversity and tolerance among others. The city of Tangerang, under the leadership of Mayor H. Arief Rachadiono Wismansyah, BSc., MKes, has a vision as a tourist visitable city, this can be seen from the creation of various thematic parks, icons such as the big service clock, the glass bridge, and various festival and culinary activities. However, there is not yet an adequate visual identity to reflect the characteristics and vision above, therefore, it is necessary to design Tangerang City Branding. Keyword : Visual Identity, Branding, Tangerang City, City of Fortress. Setiap Kota di Indonesia pasti mempunyai ciri khas yang menonjol, salah satunya Kota Tangerang yang dijuluki sebagai Kota Benteng, hal ini dilandasi oleh sejarah Kesultanan Banten yang membangun benteng untuk melawan VOC pada zaman kolonial Belanda. Kota Tangerang juga mempunyai latar belakang sosial budaya yang unik, karena terdapat adanya pembauran antar etnis yang berjalan harmonis antara etnis Sunda, Jawa, Melayu, dan Cina sehingga Kota Tangerang dinilai mempunyai sifat masyarakat kota yang heterogen, majemuk, sehingga kompleksitas masalah beragam, termasuk di dalamnya mengenai keberagaman dan toleransi antara sesama. Kota Tangerang dibawah kepemimpinan Walikota H. Arief Rachadiono Wismansyah, BSc., MKes, mempunyai visi sebagai kota wisata hal ini dapat dilihat dengan adanya pembuatan berbagai taman tematik, ikon-ikon seperti jam gede jasa, jembatan kaca gerendeng, serta berbagai kegiatan festival dan kuliner. Namun belum terdapat identitas visual yang memadai untuk mencerminkan karakteristik dan visi diatas tadi, maka oleh karena itu, diperlukan perancangan Branding Kota Tangerang. Kata kunci : Identitas Visual, Branding, Kota Tangerang, Kota Benteng.

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