PERANCANGAN VISUAL IDENTITY LOGO PADA "SAMBAL MERCON BANG ADJIE"

SALAM, BHAKTI NOFENTIAN SAMUDRA (2026) PERANCANGAN VISUAL IDENTITY LOGO PADA "SAMBAL MERCON BANG ADJIE". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Traditional culinary MSMEs (Micro, Small, and Medium Enterprises) in Indonesia have significant potential in preserving local flavors, yet many still lack a strong and professional visual identity. One such business is Sambal Mercon Bang Adjie, a spicy culinary venture established in 2019 and located in Kreo, Ciledug. This study aims to design a visual identity system that reflects the character of the product, incorporates local cultural values, and builds a consistent and recognizable brand image. The methods used include data collection through field observations, interviews with the business owner, questionnaires targeting the intended audience, and literature studies related to visual identity and MSME branding. The design process involved several stages, including idea brainstorming, sketch development, digitization, and implementation across various media such as logos, packaging, uniforms, and social media platforms. The final output is a visual identity system that utilizes an illustrative approach, with red and green color schemes symbolizing spiciness and freshness, combined with friendly and legible typography. This design project is expected to enhance the competitiveness and professionalism of Sambal Mercon Bang Adjie within the increasingly dynamic local culinary industry. Keywords: Visual identity, branding, MSME, spicy culinary, Sambal Mercon UMKM kuliner tradisional di Indonesia memiliki potensi besar dalam mempertahankan cita rasa lokal, namun masih banyak yang belum memiliki identitas visual yang kuat dan profesional. Salah satunya adalah Sambel Mercon Bang Adjie, sebuah usaha kuliner khas pedas yang berdiri sejak tahun 2019 dan berlokasi di Kreo, Ciledug. Penelitian ini bertujuan untuk merancang sistem identitas visual yang mampu merepresentasikan karakter produk, nilai- nilai lokal, serta membangun citra merek yang konsisten dan mudah dikenali. Metode yang digunakan meliputi pengumpulan data melalui observasi lapangan, wawancara dengan pemilik usaha, penyebaran kuesioner kepada target audiens, serta studi literatur terkait desain identitas visual dan branding UMKM. Proses perancangan dilakukan melalui tahapan brainstorming ide, penyusunan sketsa, digitalisasi, hingga penerapan desain pada berbagai media seperti logo, kemasan, seragam, dan media sosial. Hasil akhir berupa sistem identitas visual yang menggunakan pendekatan ilustratif, warna merah dan hijau sebagai representasi rasa pedas dan segar, serta tipografi yang bersahabat dan mudah dikenali oleh konsumen. Perancangan ini diharapkan dapat meningkatkan daya saing dan profesionalitas Sambel Mercon Bang Adjie dalam menghadapi dinamika industri kuliner lokal yang semakin kompetitif. Kata Kunci: Identitas visual, branding, UMKM, kuliner pedas , Sambel Mercon

Item Type:	Thesis (S1)
NIM/NIDN Creators:	42321010015
Uncontrolled Keywords:	Identitas visual, branding, UMKM, kuliner pedas , Sambel Mercon
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.6 Communication Psychology/Psikologi Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.8 Food Supply/Persediaan Bahan Makanan 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 910 Geography and Travel/Geografi dan Perjalanan > 910.1-910.9 Standard Subdivisions of Geography and Travel/Subdivisi Standar dari Geografi dan Perjalanan > 910.2 Miscellany of Travel/Aneka Ragam tentang Perjalanan > 910.22 Illustrations, Models, Miniatures/Ilustrasi, Model, Miniatur > 910.222 Pictures and Related Illustrations/Gambar dan Ilustrasi Terkait
Divisions:	Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual
Depositing User:	khalimah
Date Deposited:	31 Mar 2026 03:10
Last Modified:	31 Mar 2026 03:10
URI:	http://repository.mercubuana.ac.id/id/eprint/101799

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