NURATMALIA, WINDI (2025) PERANCANGAN VISUAL BRAND IDENTITY ALICA. S1 thesis, Universitas Mercu Buana.
|
Text (HAL COVER)
01. COVER.pdf Download (858kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02. BAB 1.pdf Restricted to Registered users only Download (179kB) |
|
|
Text (BAB II)
03. BAB 2.pdf Restricted to Registered users only Download (445kB) |
|
|
Text (BAB III)
04. BAB 3.pdf Restricted to Registered users only Download (330kB) |
|
|
Text (BAB IV)
05. BAB 4.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB V)
06. BAB 5.pdf Restricted to Registered users only Download (211kB) |
|
|
Text (DAFTAR PUSTAKA)
07. DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (135kB) |
|
|
Text (LAMPIRAN)
08. LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
The visual brand identity design of ALICA was developed in response to the lack of consistency in the brand’s visual identity, targeting Gen-Z women aged 20–27. ALICA emphasizes three main values comfort, stylish design, and affordability, with a key strength in offering custom shoe services. However, the use of three different logos without a unified visual system has resulted in low brand awareness and weak professional perception. This design project aims to build a strong, consistent, and Gen-Z-relevant visual identity system. The methodology applied is the Design Thinking approach, consisting of five stages empathize, define, ideate, prototype, and test. Through testimonial observation, empathy map-based interviews, and competitor analysis, the research identified the need for a visual identity that emotionally and visually reflects the brand's core values. The final design includes a new logo combining logogram and logotype elements representing the brand’s identity, a maroon color palette to reflect elegance and warmth, serif typography for a feminine classic touch, and a modern minimalist design style. The identity system is applied across various media, such as packaging, catalogs, social media, and a Graphic Standard Manual (GSM). The distribution strategy follows the AISAS model to effectively reach digital audiences. This project is expected to enhance ALICA’s brand image, visual consistency, and customer loyalty. Keywords: Visual Brand Identity, Woman Local Footwear, Gen-Z, Design Thinking, Branding. Perancangan visual brand identity ALICA dilakukan sebagai respon terhadap lemahnya konsistensi identitas visual pada brand sepatu lokal ALICA yang menyasar perempuan Gen-Z usia 20–27 tahun. Brand ini memiliki nilai utama berupa kenyamanan, desain stylish, dan harga terjangkau, serta keunggulan layanan custom shoes. Namun, penggunaan tiga logo berbeda tanpa sistem visual terpadu menyebabkan rendahnya brand awareness dan persepsi profesionalisme. Perancangan ini bertujuan membangun sistem identitas visual yang kuat, konsisten, dan relevan dengan karakter Gen-Z. Metode yang digunakan adalah pendekatan Design Thinking yang terdiri dari lima tahap yaitu empathize, define, ideate, prototype, dan test. Melalui observasi testimoni, wawancara berbasis empathy map dan analisis komeptitor, ditemukan kebutuhan akan identitas visual yang merepresentasikan nilai brand secara emosional dan visual. Hasil perancangan meliputi logo baru berbentuk kombinasi logogram dan logotype yang menyimbolkan nilai-nilai brand, pemilihan warna merah marun sebagai warna utama, tipografi serif yang elegan, dan gaya desain minimalis feminin. Identitas visual ini diterapkan ke dalam berbagai media seperti packaging, katalog, media sosial, dan Graphic Standard Manual (GSM). Strategi distribusi menggunakan pendekatan AISAS untuk menjangkau audiens digital secara efektif. Diharapkan perancangan ini mampu meningkatkan citra, konsistensi komunikasi visual, dan loyalitas konsumen terhadap ALICA. Kata Kunci: Visual brand identity, Sepatu Lokal Wanita, Gen-Z, Design Thinking, Branding.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FDSK/DKV. 25 032 |
| NIM/NIDN Creators: | 42321110006 |
| Uncontrolled Keywords: | Visual brand identity, Sepatu Lokal Wanita, Gen-Z, Design Thinking, Branding. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | Pandu Risdiyanto |
| Date Deposited: | 26 Sep 2025 01:31 |
| Last Modified: | 26 Sep 2025 01:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97702 |
Actions (login required)
 |
View Item |
