ALBANIRAY, GATAN (2025) PERANCANGAN VISUAL BRAND IDENTITY UMKM MR. TIRE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Mr. Tire is a micro, small, and medium enterprise (UMKM) engaged in the trade of used motorcycle tires, with a target audience that includes online motorcycle taxi drivers, students, and lower-middle-class urban communities, particularly in the Greater Jakarta (Jabodetabek) area. Despite the demand and quality of its products, Mr. Tire lacked a strong and consistent visual identity to build a professional brand image. Therefore, this final project aims to redesign Mr. Tire’s visual identity in order to strengthen its brand positioning and enhance its competitiveness in the used tire market. The design process adopts the Design Thinking approach, which consists of five stages: empathize, define, ideate, prototype, and test supported by the SMART logo principles (Simple, Memorable, Appropriate, Resizeable, Timeless). The outcomes of this design include the primary logo, tagline, color system, typography, and various promotional media such as banners, posters, business cards, and a Graphic Standard Manual. The logo features a bold visual representation of a tire in a striking red color symbolizing strength, reliability, and energy, accompanied by the tagline “Your Trusted Tire Partner,” which reflects Mr. Tire’s core values: affordability, quality assurance, and durability. Based on the evaluation from respondents, the new visual identity is considered more professional, memorable, and well-targeted. This design is expected to serve as a strategic visual solution to reinforce Mr. Tire’s brand image and act as a reference for branding development in UMKM through visual communication design. Keywords: brand identity, UMKM, logo design, used tires, Mr. Tire, visual strategy Mr. Tire merupakan UMKM yang bergerak di bidang jual beli ban bekas kendaraan roda dua, dengan target konsumen utama seperti pengemudi ojek online, pelajar, dan masyarakat menengah ke bawah di wilayah perkotaan, khususnya Jabodetabek. Meskipun produknya berkualitas dan dibutuhkan, Mr. Tire belum memiliki identitas visual yang kuat dan konsisten untuk membangun citra merek yang profesional. Oleh karena itu, tugas akhir ini bertujuan untuk merancang ulang identitas visual Mr. Tire agar dapat memperkuat positioning merek serta meningkatkan daya saing di pasar otomotif ban bekas. Metode perancangan menggunakan pendekatan Design Thinking yang mencakup tahap empathize, define, ideate, prototype, dan test, disertai prinsip desain logo SMART (Simple, Memorable, Appropriate, Resizeable, Timeless). Hasil perancangan mencakup logo utama, tagline, sistem warna, tipografi, dan berbagai media promosi seperti banner, poster, kartu nama, dan Graphic Standard Manual. Logo yang dirancang menampilkan elemen visual berupa ban dan warna merah mencolok sebagai simbol kekuatan, keandalan, dan energi, serta disertai tagline “Your Trusted Tire Partner” yang menggambarkan nilai utama Mr. Tire: Terjangkau, Jaminan Kualitas, dan Durabilitas. Hasil evaluasi dari responden menunjukkan bahwa desain identitas visual baru dinilai lebih profesional, mudah diingat, dan tepat sasaran. Perancangan ini diharapkan dapat menjadi solusi visual strategis dalam membangun citra Mr. Tire serta menjadi referensi dalam pengembangan branding UMKM berbasis desain komunikasi visual. Kata kunci: brand identity, UMKM, desain logo, ban bekas, Mr. Tire, strategi visual
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