Perancangan ulang identitas visual brand Jesejosh Creative = Re-designing visual identity of brand Jesejosh Creative

Madeleine, Josephine (2024) Perancangan ulang identitas visual brand Jesejosh Creative = Re-designing visual identity of brand Jesejosh Creative. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Jesejosh Creative (JJC) merupakan sebuah tempat kursus seni bagi anak usia 2 - 12 tahun. Entitas ini diangkat melihat pentingnya seni dalam proses perkembangan dan pembelajaran anak sebagai sarana untuk melatih kreatifitas, memicu rasa ingin tahu dan mendorong ekspresi diri. Proses perancangan sistem identitas visual JJC dilandasi metodologi yang dipaparkan oleh Alina Wheeler dalam bukunya ‘Designing Brand Identity’, yang mencakup lima tahapan: conducting research, clarifying strategy, designing identity, creating touchpoints dan managing assets. Dalam penerapannya, hasil data dan analisa menunjukkan bahwa ditemukan permasalahan 'pada ketiga aspek form, form-content, dan form-context sehingga gagal untuk membangun identitas visual yang konsisten, representatif dan berbeda dari kompetitor. Hasil perancangan ulang ini didasari ketiga kata kunci imaginative, educative dan buoyant. Ketiga kata kunci dapat direpresentasikan secara visual sebagai cat, yang merupakan sebuah media ekspresi paling umum digunakan dalam seni. Cat juga bersifat cair dan fleksibel sehingga secara visual menawarkan tampilan yang dinamis, ramah dan penuh semangat. Cat yang bersifat fluid dapat dihadirkan dalam bentuk percikan pada logo, maupun genangan pada elemen grafisnya. Koherensi identitas visual dalam setiap brand touchpoints dijaga melalui sistem pengaturan warna, tipografi, dan gambar yang ditetapkan dalam Graphic Standards Manual (GSM). / Jesejosh Creative (JJC) is an art course center for children aged 2-12 years old. Founded on the importance of art in child development and learning, it serves as a platform to nurture creativity, spark curiosity, and encourage self-expression. The visual identity system of JJC is based on Alina Wheeler's methodology outlined in her book 'Designing Brand Identity,' comprising five stages: conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. In its application, data and analysis identified problems in the three aspects of form, form-content, and form-context, resulting in the failure to establish a consistent, representative, and distinctive visual identity from competitors. The redesign is guided by three keywords: imaginative, educative, and buoyant, represented visually by paint, the most common medium in art. Paint's fluid and flexible nature offers a dynamic, friendly, and vibrant appearance. Fluid paint splatters and pools are incorporated into the logo and graphic elements. Visual coherence across brand touchpoints is maintained through a Graphic Standards Manual (GSM) outlining color schemes, typography, and imagery.

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