RICCI, VHIONY (2024) STRATEGI VISUAL BRANDING OPTIK O-RELL DALAM MEMBANGUN IDENTITAS YANG KUAT BAGI KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The aim of this research is to design an effective visual branding strategy for Optik O-Rell to establish a strong identity in the minds of consumers. Optik O-Rell, an optical store in Tangerang, Banten, has been operating since 2011, offering a variety of eyewear products and eye examination services. Although it has a positive image among customers, Optik O-Rell lacks a strong and consistent visual identity. The Design Thinking method, consisting of five stages - Empathize, Define, Ideate, Prototype, and Test - was employed in this research. The results indicate that the new visual branding strategy has successfully enhanced Optik O-Rell's brand image. The simple and modern logo, the bold combination of red and black colors, and the use of the easily readable Poppins typeface create a strong and memorable visual identity. The tagline "Comfortable on the Eyes, Comfortable in the Heart" effectively conveys Optik O-Rell's core values. The use of various promotional media, both print and digital, ensures that this message reaches a wide audience effectively. With a comprehensive Graphic Standard Manual (GSM), Optik O-Rell can maintain consistency in its visual identity across all aspects of brand communication, thereby strengthening its positive image and building stronger relationships with consumers. Penelitian ini bertujuan untuk merancang strategi visual branding yang efektif bagi Optik O-Rell dalam membangun identitas yang kuat di benak konsumen. Optik O-Rell, sebuah toko optik di Tangerang, Banten, telah beroperasi sejak tahun 2011 dan menawarkan berbagai produk kacamata serta layanan pemeriksaan mata. Meskipun telah memiliki citra positif di kalangan pelanggan, Optik O-Rell belum memiliki identitas visual yang kuat dan konsisten. Penelitian ini menggunakan metode Design Thinking yang terdiri dari lima tahap, yaitu Empathize, Define, Ideate, Prototype, dan Test. Hasil penelitian menunjukkan bahwa strategi visual branding yang baru berhasil meningkatkan citra merek Optik O-Rell. Logo yang simpel dan modern, kombinasi warna merah dan hitam yang berani, serta penggunaan typeface Poppins yang mudah dibaca, menciptakan identitas visual yang kuat dan mudah diingat. Tagline "Nyaman di Mata, Nyaman di Hati" juga berhasil menyampaikan nilai utama Optik O-Rell. Penggunaan berbagai media promosi, baik cetak maupun digital, memastikan pesan ini menjangkau audiens secara luas dan efektif. Dengan adanya Graphic Standar Manual (GSM) yang komprehensif, Optik O-Rell dapat menjaga konsistensi identitas visual ini dalam setiap aspek komunikasi merek, sehingga memperkuat citra positif dan membangun hubungan yang lebih erat dengan konsumen. Kata kunci: Branding, Optik O-rell, Identitas Visual
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FDSK/DKV. 24 092 |
| NIM/NIDN Creators: | 42320110015 |
| Uncontrolled Keywords: | Branding, Optik O-rell, Identitas Visual, Design Thinking |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 745 Decorative Arts/Seni Dekorasi > 745.4 Pure and Applied Design and Decoration/Desain Dekorasi Murni dan Terapan |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 10 Oct 2024 03:48 |
| Last Modified: | 10 Oct 2024 03:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92380 |
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