PERANCANGAN LOGO DAN GRAPHIC STANDARD MANUAL PT WINA MAJU BERSAMA

Abstrak
Di tengah persaingan industri yang ketat akibat globalisasi, PT Wina Maju Bersama, menghadapi kendala karena identitas visual logo lamanya dirasa kurang relevan dan belum mencerminkan spesifikasi bidang usaha. Selain itu, belum adanya panduan identitas visual yang jelas menyebabkan penerapan logo pada media promosi tidak konsisten dan kurang maksimal dalam membangun kesadaran merek (brand awareness). Penelitian Tugas Akhir ini bertujuan untuk merancang ulang (rebranding) logo PT Wina Maju Bersama agar lebih modern serta menyusun buku Graphic Standard Manual (GSM) sebagai pedoman resmi penggunaan elemen visual demi menjaga konsistensi citra merek. Landasan teoretis yang digunakan meliputi teori umum desain grafis beserta elemen dan prinsipnya, serta teori khusus mengenai perancangan, logo, GSM, tipografi, tata letak (layout), branding, dan brand awareness. Metode pelaksanaan karya ini dibagi secara terstruktur ke dalam tiga tahapan, yaitu pra-produksi (wawancara, observasi, studi pustaka, pembuatan mindmap, kata kunci, dan sketsa), produksi (digitalisasi sketsa logo menggunakan Adobe Illustrator, penyuntingan aset di Adobe Photoshop, dan tata letak buku di Adobe InDesign), serta pasca-produksi berupa pencetakan buku panduan GSM fisik berukuran A4 landscape dan pengaplikasian media pendukung. Pembahasan karya berfokus pada transformasi logo baru yang mempertahankan inisial simetris huruf "WM" dipadukan dengan elemen alat arsitektur dan furnitur, menggunakan warna biru (profesional) dan oranye (kreatif). Aset ini kemudian distandarisasikan ke dalam buku GSM yang memuat profil, aturan logo, elemen grafis, stationery, media promosi, seragam kerja, hingga merchandise.
Kata Kunci: Rebranding, Logo, Graphic Standard Manual, Identitas Visual, Brand Awareness
Abstract
Amid intense industrial competition driven by globalization, PT Wina Maju Bersama, an MSME operating in interior-exterior design, furniture production, and construction since 2009, faced marketing challenges as its old logo was deemed irrelevant and failed to reflect its specific core business. Furthermore, the absence of clear visual identity guidelines led to inconsistent logo applications across promotional channels, hindering the development of strong brand awareness. This final project aims to redesign (rebrand) the logo of PT Wina Maju Bersama to make it more modern and relevant, and to construct a Graphic Standard Manual (GSM) as an official guide to maintain brand identity consistency. The theoretical frameworks applied include general graphic design concepts alongside specific theories concerning dynamic corporate design, logos, Graphic Standard Manuals (GSM), typography, layouts, branding, and brand awareness. The implementation method is structured into three distinct phases: pre-production (interviews, observations, literature studies, mind mapping, and sketching), production (digitalizing sketches in Adobe Illustrator, editing assets in Adobe Photoshop, and layout designing in Adobe InDesign), and post-production, which involves printing the physical A4 landscape GSM book and executing various promotional media. The discussion highlights the transformation process of the new logo, which retains the classic symmetrical "WM" initial combined with construction tools and furniture elements, leveraging blue for professionalism and orange for creativity. This visual system is comprehensively standardized into the GSM book covering company profiles, logo specifications, graphic elements, office stationery, marketing media, worker uniforms, and merchandise items. In conclusion, the visual identity redesign and the compilation of the GSM have successfully provided a consistent, professional visual standard for PT Wina Maju Bersama, effectively optimizing corporate marketing activities while elevating customer trust and overall brand awareness.
Keyword: Rebranding, Logo, Graphic Standard Manual, Visual Identity, Brand Awareness