FADHLURROHMAN, SANDY (2025) PERANCANGAN KEBUTUHAN MASKOT SEBAGAI IDENTITAS VISUAL UNTUK MENINGKATKAN BRANDING SMK LETRIS INDONESIA 1. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
SMK Letris Indonesia 1 is a vocational high school with a vision to produce graduates who are ready to work, continue their education, or become entrepreneurs. However, this school does not yet have a strong and representative visual identity other than the logo, so it is necessary to develop visual elements that can represent the school's character in a more communicative and attractive way. This study aims to design a mascot as a visual identity that can improve the school's branding and attractiveness. The method used in the design is design thinking which includes the stages of empathize, define, ideate, prototype, and test. The mascot was designed by taking the form of a lion character wearing an alma mater jacket as a symbol of the identity and spirit of vocational school students. The result of this design is the mascot "Si Letris", a fun, energetic, and educational character, which is able to strengthen the school's identity and build emotional connections with students and the community. This mascot is applied to various media such as posters, banners, social media, guidebooks, and merchandise. Based on user tests on 45 respondents, the mascot design is considered very attractive, relevant, and effective as a visual communication medium for the school. Keywords: Mascot, Visual Identity, School Branding, Visual Communication Design, SMK Letris Indonesia 1. SMK Letris Indonesia 1 merupakan sekolah menengah kejuruan yang memiliki visi untuk mencetak lulusan yang siap bekerja, melanjutkan pendidikan, atau berwirausaha. Namun, sekolah ini belum memiliki identitas visual yang kuat dan representatif selain logo, sehingga perlu dikembangkan elemen visual yang mampu merepresentasikan karakter sekolah secara lebih komunikatif dan menarik. Penelitian ini bertujuan untuk merancang sebuah maskot sebagai identitas visual yang dapat meningkatkan branding dan daya tarik sekolah. Metode yang digunakan dalam perancangan adalah design thinking yang mencakup tahap empathize, define, ideate, prototype, dan test. Maskot dirancang dengan mengambil bentuk karakter singa yang mengenakan jas almamater sebagai simbol identitas dan semangat siswa SMK. Hasil dari perancangan ini adalah maskot “Si Letris”, karakter yang fun, energik, dan edukatif, yang mampu memperkuat identitas sekolah dan membangun hubungan emosional dengan siswa maupun masyarakat. Maskot ini diaplikasikan ke dalam berbagai media seperti poster, banner, media sosial, buku panduan, dan merchandise. Berdasarkan uji pengguna terhadap 45 responden, desain maskot dinilai sangat menarik, relevan, dan efektif sebagai media komunikasi visual sekolah. Kata Kunci: Maskot, Identitas Visual, Branding Sekolah, Desain Komunikasi Visual, SMK Letris Indonesia 1.
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