PUTRA, RIYAN ARYA (2020) PERANCANGAN IDENTITAS VISUAL KENNEDYS BURGER & CIGARETTES. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In modern times, basic or primary needs continue to increase along with the development of science and technology. Therefore needs such as clothing, food, and shelter must be fulfilled for human life to take place. Thus these needs become very rapid growth. For example, a variety of foods that are now innovating with creations that are owned by the characteristics of each. In an effort to build an image or place of business against people's perceptions, the formation of a strong brand identity is one of the solutions for businesses introducing the products offered. The formation of identity is also based on the goals where the business achieves the goals and seeks solutions to the problems found. The design of Kennedys visual identity - Burger and Cigarettes is the work of designing the formation of a new image of the Kennedys brand. The design work includes the identity of the Logo, Graphic Standard Manual, as well as the application to the needs of supporting media such as banners, business cards, packaging, aprons, posters, table numbers, stationaries, menus. The results of the design mentioned come from solutions that have been found from analyzing problems to the needs of the place of business in an effort to introduce a brand. Keywords: Branding, Visual Identity, Brand Identity, Logo Di zaman modern saat ini, kebutuhan pokok atau primer terus meningkat seiringnya perkembangan ilmu pengetahuan dan teknologi. Oleh karena itu kebutuhan seperti sandang, pangan, dan papan menjadi hal yang harus terpenuhi demi berlangsung nya kehidupan manusia. Dengan demikian kebutuhan tersebut menjadi sangat pesat pertumbuhan nya. Seperti contohnya ialah, berbagai macam makanan yang kini telah banyak berinovasi dengan kreasi yang dimiliki oleh ciri khas nya masing-masing. Dalam usaha membangun suatu citra atau image tempat usaha terhadap persepsi masyarakat, pembentukan identitas brand yang kuat menjadi salah satu solusi bagi tempat usaha memperkenalkan produk yang ditawarkan. Pembentukan identitas juga di dasari dari tujuan tempat usaha mencapai tujuan dan mencari solusi dari masalah-masalah yang ditemukan. Perancangan identitas visual Kennedys – Burger and Cigarettes merupakan karya perancangan pembentukan citra baru dari brand Kennedys. Karya perancangan meliputi identitas Logo, Graphic Standard Manual, serta penerapan pada kebutuhan media-media pendukung seperti banner, business card, packaging, apron, poster, table number, stationary, menu. Hasil dari rancangan yang disebutkan berasal dari solusi yang telah ditemukan dari menganalisa masalah sampai kebutuhan tempat usaha dalam upaya memperkenalkan brand. Kata Kunci: Branding, Visual Identity, Brand Identity, Logo
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