Perancangan Identitas Visual Brand Kota Bontang Untuk Meningkatkan Kesadaran Branding Kota

Zuhdi, Adam (2026) Perancangan Identitas Visual Brand Kota Bontang Untuk Meningkatkan Kesadaran Branding Kota. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kota Bontang memiliki potensi destinasi wisata yang perlu dikenalkan dan ditingkatkan daya tariknya guna menarik wisatawan serta investor. Namun, belum adanya identitas visual yang kuat menjadi tantangan dalam upaya peningkatan kesadaran branding kota. Penelitian ini berfokus pada perancangan identitas visual yang efektif untuk meningkatkan awareness branding Kota Bontang sebagai langkah strategis dalam memperkenalkan kekayaan pariwisata dan meningkatkan daya tarik kota. Perancangan ini bertujuan mengembangkan identitas visual brand Kota Bontang yang mampu merepresentasikan karakter, potensi, dan arah pengembangan kota secara berkelanjutan. Metode yang digunakan merupakan kombinasi pendekatan kualitatif dan kuantitatif melalui studi literatur, studi eksisting, studi komparator, observasi lapangan, depth interview, wawancara lapangan, dan kuesioner. Data yang diperoleh dianalisis menggunakan metode SWOT dan Brand Pyramid enam tahap untuk mengidentifikasi nilai dan esensi brand kota. Hasil analisis tersebut menghasilkan brand essence yang dirumuskan melalui empat nilai inti, yaitu Expansive, Diverse, Connected, dan Evolving, yang kemudian dikembangkan menjadi big idea “Boundless Bontang”. Berdasarkan konsep tersebut, dirancang sistem identitas visual yang mencakup logo, sistem warna, tipografi, elemen grafis, fotografi, dan berbagai aturan penerapannya. Identitas visual yang dihasilkan mengangkat unsur budaya lokal, karakter pesisir, serta semangat keterbukaan dan perkembangan Kota Bontang. Luaran utama perancangan berupa sistem identitas visual brand Kota Bontang yang disajikan dalam Graphic Standard Manual (GSM) untuk menjaga konsistensi penerapannya pada berbagai media komunikasi. Perancangan ini menghasilkan identitas visual yang dirancang untuk meningkatkan kesadaran brand Kota Bontang sekaligus mendukung pengembangan citra kota yang lebih berkelanjutan, inklusif, dan berdaya saing.
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Bontang City possesses considerable tourism potential that needs to be promoted and enhanced to attract tourists and investors. However, the absence of a strong visual identity has become a challenge in increasing the city's brand awareness. This study focuses on designing an effective visual identity to strengthen Bontang City's branding awareness as a strategic effort to promote its tourism assets and enhance the city's attractiveness. The project aims to develop a brand visual identity that represents the city's character, potential, and sustainable development direction. The design process employed a combination of qualitative and quantitative approaches, including literature review, existing studies, comparative studies, field observation, in-depth interviews, field interviews, and questionnaires. The collected data were analyzed using SWOT analysis and the six-stage Brand Pyramid to identify the city's brand values and brand essence. The analysis resulted in a brand essence formulated through four core values—Expansive, Diverse, Connected, and Evolving—which were subsequently developed into the big idea, "Boundless Bontang." Based on this concept, a visual identity system was designed, comprising a logo, color system, typography, graphic elements, photography guidelines, and implementation standards. The resulting visual identity incorporates local cultural elements, coastal characteristics, and the spirit of openness and continuous development that define Bontang City. The primary outcome of this project is a brand visual identity system documented in a Graphic Standard Manual (GSM) to ensure consistent application across various communication media. This project produces a visual identity designed to strengthen Bontang City's brand awareness while supporting the development of a more sustainable, inclusive, and competitive city image.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kota Bontang, Identitas Visual, City Branding, Graphic Standard Manual, Bontang City, Visual Identity, City Branding, Brand Identity, Graphic Standard Manual (GSM)
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Adam Zuhdi
Date Deposited:	31 Jul 2026 01:45
Last Modified:	31 Jul 2026 01:45
URI:	http://repository.its.ac.id/id/eprint/137438

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