Perancangan Brand Guidelines untuk Mempertahankan Brand Image pada Kisel Group

This research aims to design brand guidelines as an effort to maintain Kisel Group's brand image. Based on observations and interviews with the Corporate Communication team, it was found that the absence of official visual guidelines caused discrepancies in the use of visual identity elements such as logos, colors, and typography. This has an impact on the inconsistency of the company's image in various communication media.The design process was carried out using the Design Thinking approach which includes five stages: empathize, define, ideate, prototype, and test. The result of this design is a brand guidelines document that contains the arrangement of visual elements such as logo usage, color palette, typography, tone of voice, and application examples. Evaluation was conducted through the sweet spot method (desirability, feasibility, and viability) and validation by graphic design practitioners as expert judges.The evaluation results show that the designed brand guidelines are able to represent the image of Kisel Group as a professional, modern, and innovative cooperative. This guideline is expected to be an effective visual reference in supporting the company's communication to various parties.

Keywords: Brand Guidelines, Brand Image, Design Thinking, Visual Identity,
Kisel Group

Penelitian ini bertujuan untuk merancang brand guidelines sebagai upaya mempertahankan brand image Kisel Group. Berdasarkan hasil observasi dan wawancara dengan tim Corporate Communication, ditemukan bahwa belum adanya pedoman visual resmi menyebabkan ketidaksesuaian dalam penggunaan elemen identitas visual seperti logo, warna, dan tipografi. Hal ini berdampak pada inkonsistensi citra perusahaan di berbagai media komunikasi. Proses perancangan dilakukan menggunakan pendekatan Design Thinking yang meliputi lima tahapan:
emphatize, define, ideate, prototype, dan test. Hasil dari perancangan ini adalah dokumen brand guidelines yang berisi pengaturan elemen-elemen visual seperti penggunaan logo, palet warna, tipografi, tone of voice, dan contoh aplikasinya. Evaluasi dilakukan melalui metode sweet spot (desirability, feasibility, dan viability) serta validasi oleh praktisi desain grafis sebagai expert judge. Hasil evaluasi menunjukkan bahwa brand guidelines yang dirancang mampu merepresentasikan citra Kisel Group sebagai koperasi yang profesional, modern, dan inovatif. Panduan ini diharapkan dapat menjadi acuan visual yang efektif dalam mendukung komunikasi perusahaan ke berbagai pihak.

Kata kunci: Brand Guidelines, Brand Image, Design Thinking, Identitas Visual,
Kisel Group