PERANCANGAN ULANG IDENTITAS VISUAL UNTUK MENINGKATKAN BRAND AWARENESS PERUSAHAAN DAENG RENTAL MAKASSAR

The problems found in the Daeng Rental Makassar company, which was deemed unable to optimally present the company's character and image, required a visual identity update that was more in line with business developments. The purpose of this design was to produce a visual identity that could strengthen the brand awareness and clearly present the company's character. The methods used included interviews, observations, and literature studies to obtain data regarding the company's condition, company character, and the need for an appropriate visual identity. The design process was carried out through the stages of mind mapping based on keywords, logo sketching, logo digitization, supergraphic creation, corporate identity design, and the preparation of a Graphic Standard Manual (GSM). The design results produced a new visual identity that prioritizes the principles of simplicity, easy recognition, and has a clear meaning. Based on the results of the evaluation through presentations to the company and the distribution of questionnaires to consumers, the new visual identity was considered more easily recognized, more professional, and able to better represent the company's character. Thus, the redesign of the Daeng Rental Makassar visual identity succeeded in improving the company's brand awareness and producing visual identity guidelines through the Graphic Standard Manual (GSM) as a reference for the consistent application of visual identity in various communication and promotional media for the company.

Masalah yang ditemukan pada perusahaan Daeng Rental Makassar yang dinilai belum mampu mempresentasikan karakter perusahaan secara optimal maka diperlukan pembaruan identitas visual yang lebih sesuai dengan perkembangan bisnis. Tujuan perancangan ini adalah menghasilkan identitas visual yang mampu meningkatkan brand awareness serta mempresentasikan karakter perusahaan secara jelas. Metode yang digunakan meliputi wawancara, observasi, dan studi pustaka untuk memperoleh data mengenai kondisi perusahaan, karakter perusahaan serta kebutuhan identitas visual yang sesuai. Proses perancangan dilakukan melalui tahapan mind mapping berdasarkan kata kunci, pembuatan sketsa logo, digitalisasi logo, pembuatan supergrafis, desain corporate identity, hingga penyusunan Graphic Standard Manual (GSM). Hasil perancangan menghasilkan identitas visual baru yang mengedepankan prinsip sederhana, mudah dikenali, dan memiliki makna yang jelas. Berdasarkan hasil evaluasi melalui presentasi kepada pihak perusahaan dan penyebaran kuesioner kepada konsumen, identitas visual yang baru dinilai lebih mudah dikenali, lebih profesional, serta mampu merepresentasikan karakter perusahaan dengan lebih baik. Dengan demikian, perancangan ulang identitas visual Daeng Rental Makassar berhasil meningkatkan brand awareness perusahaan dan menghasilkan pedoman identitas visual melalui Graphic Standard Manual (GSM) sebagai acuan penerapan identitas visual secara konsisten pada berbagai media komunikasi dan promosi perusahaan.