HAKIM, ADITYA AUVINO (2025) PERANCANGAN VISUAL BRAND IDENTITY QUICKVITE SEBAGAI STRATEGI PENGUATAN BRAND. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Quickvite, an SME in the digital invitation service sector, faced challenges of low competitiveness and brand awareness due to a weak and inconsistent visual identity, despite having a product with competitive features. The objective of this design project was to comprehensively rebuild Quickvite's visual brand identity to effectively communicate its core values to the target audience. The design method employed was Design Thinking, which included the stages of Empathize, Define, Ideate, Prototype, and Test. This process yielded three primary outputs: a new logo representing the values of "Fast and Easy," a comprehensive Graphic Standard Manual (GSM) to ensure consistency, and a series of design templates for social media. The design outcomes were then tested via a questionnaire administered to 22 respondents during the Dekavestival #4 exhibition. The test results indicated that 100% of respondents gave positive feedback and successfully identified "Fast" as the key descriptor of Quickvite's new visuals. In conclusion, this design project successfully created a strong, effective, and validated visual identity system capable of strengthening Quickvite's brand image in the market. Keywords: Branding, Visual Identity, Graphic Design, Logo, SME, Digital Invitation, Graphic Standard Manual. Quickvite, sebuah UMKM di bidang jasa undangan digital, menghadapi tantangan berupa rendahnya daya saing dan kesadaran merek akibat identitas visual yang lemah dan tidak konsisten, meskipun memiliki produk dengan fitur yang kompetitif. Tujuan dari perancangan ini adalah untuk membangun kembali identitas visual brand Quickvite secara menyeluruh agar dapat mengkomunikasikan nilai utamanya secara efektif kepada target audiens. Metode perancangan yang digunakan adalah Design Thinking, yang meliputi tahapan Empathize, Define, Ideate, Prototype, hingga Test. Proses ini menghasilkan tiga luaran utama: logo baru yang merepresentasikan nilai "Cepat dan Mudah", sebuah Graphic Standard Manual (GSM) sebagai panduan konsistensi, dan serangkaian template desain untuk media sosial. Hasil perancangan ini kemudian diuji melalui kuesioner pada 22 responden saat pameran karya Dekavestival #4. Hasil uji desain menunjukkan 100% responden memberikan tanggapan positif, serta berhasil mengidentifikasi "Cepat" sebagai kata kunci yang paling menggambarkan visual baru Quickvite. Kesimpulannya, perancangan ini berhasil menciptakan sebuah sistem identitas visual yang kuat, solutif, dan tervalidasi, yang mampu memperkuat citra brand Quickvite di pasar. Kata Kunci: Branding, Identitas Visual, Desain Grafis, Logo, UMKM, Undangan Digital, Graphic Standard Manual.
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