ABSTRAK
PERANCANGAN REBRANDING AULA SIMFONIA JAKARTA
Oleh Lydia NRP 0964042
Aula Simfonia Jakarta adalah satu-satunya gedung pertunjukan khusus musik klasik di Indonesia. Aula Simfonia Jakarta terletak di Kemayoran, Jakarta Pusat. Kelebihan utama dari tempat ini adalah kualitas akustiknya yang sangat baik. Aula Simfonia Jakarta juga memiliki sebuah pipe organ yang menjadi ciri khasnya. Berdasarkan analisis data diketahui bahwa jumlah pertunjukan per tahunnya hanya sedikit dan terus turun. Aula Simfonia Jakarta juga belum memiliki logo yang konsisten dan logo tidak distingtif dan tidak mencerminkan Aula Simfonia Jakarta sehingga orang sering keliru mengenai fungsi tempat ini. Berdasarkan hasil kuesioner juga diketahui bahwa tempat ini tidak populer di kalangan masyarakat maupun para musisi. Hal ini dikarenakan kurangnya promosi dan tidak ada media-media promosi yang terdesain baik. Jumlah pertunjukan yang sedikit ini sangat disayangkan mengingat ini adalah tempat konser musik klasik satu-satunya di Indonesia dan menurut hasil kuesioner ternyata minat responden terhadap musik klasik juga sangat besar. Karena itu diperlukan perancangan rebranding untuk membangun citra yang tepat tentang Aula Simfonia Jakarta. Untuk melakukan rebranding dibuat media-media yang juga berfungsi juga sebagai media promosi. Target rebranding ini adalah para promotor musik, musisi dan orchestra. Dengan perancangan rebranding ini diharapkan orang-orang dapat mengenal Aula Simfonia Jakarta sebagai gedung pertunjukan musik klasik yang berkualitas, elegan, berkelas dan indah. Dengan perancangan media-media hasil rebranding yang disesuaikan dengan target dengan pendekatan desain yang profesional dan elegan, maka diharapkan banyak promotor musik, musisi atau orchestra yang mengetahui dan merasa yakin akan kualitas Aula Simfonia Jakarta sehingga melaksanakan konser di gedung Aula Simfonia Jakarta ini.
Kata kunci : Aula Simfonia Jakarta, musik klasik, citra, rebranding
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ABSTRACT
REBRANDING OF AULA SIMFONIA JAKARTA
Submitted by Lydia NRP 0964042
Aula Simfonia Jakarta is the only concert hall that built especially for classical music in Indonesia . Aula Simfonia Jakarta located in Kemayoran , Central Jakarta . The superiority of this place is on its excellent acoustic qualities . Aula Simfonia Jakarta also has a pipe organ that becomes its icon . Based on the analysis of the data, it is known that the number of performances per year is few and the number is continue to fall. Aula Simfonia Jakarta also hasn’t been able to use their logo consistently and the logo is not distinctive or it can be said as not reflect Aula Simfonia Jakarta, so people are often mistaken about the function of this place . Based on the results of the questionnaire, this place is not popular among the people as well as the musician . This is due to lack of promotion and no welldesigned promotional material. Considering this is the only concert hall in Indonesian, this number of performances is rather unfortunate and according to the results of the questionnaire respondents turn out to have a big interest for classical music. That’s why it is necessary to rebrand to build the right image of the Hall Simfonia Jakarta . Through the rebranding, will be created media that eventually also serves as a promotional material. The target of this rebranding are the promoter of music , musicians and orchestra . By this rebranding it is expected that people can get to know the Aula Simfonia Jakarta as a high quality , elegant , classy and beautiful concert hall. By designing those media that adapted to the target, which is with a professional approach and an elegant design , it is expected that many music promoters , musicians or orchestra who will recognize this hall and feel confident in the quality of Aula Simfonia Jakarta then will perform in concert hall.
Keywords : Aula Simfonia Jakarta, classical music, rebranding, image
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DAFTAR ISI
JUDUL .......................................................................................................................... i LEMBAR PENGESAHAN........................................................................................... ii PERNYATAAN ORISINALITAS LAPORAN PENELITIAN .................................... iii PERNYATAAN PUBLIKASI LAPORAN PENELITIAN........................................... iv KATA PENGANTAR ................................................................................................. vi ABSTRAK ................................................................................................................ viii DAFTAR ISI ................................................................................................................ x DAFTAR GAMBAR ................................................................................................. xiv DAFTAR TABEL ..................................................................................................... xvi DAFTAR LAMPIRAN ............................................................................................. xvii
BAB I PENDAHULUAN ............................................................................................. 1 1.1. Latar Belakang ....................................................................................................... 1 1.2. Permasalahan dan Ruang Lingkup.......................................................................... 3 1.2.1 Rumusan Masalah ......................................................................................... 3 1.2.2 Ruang Lingkup Kajian................................................................................... 3 1.3. Tujuan Perancangan ............................................................................................... 4 1.4. Sumber dan Teknik Pengumpulan Data .................................................................. 4 1.5. Skema Perancangan ............................................................................................... 5 BAB II LANDASAN TEORI ....................................................................................... 7 2.1 Sejarah dan Pengertian Concert Hall ....................................................................... 7 2.2 Pengertian Musik Klasik ......................................................................................... 8 2.2.1 Musik ............................................................................................................. 8 2.2.2 Klasik ............................................................................................................. 9 2.3 Manfaat Musik Klasik ........................................................................................... 11
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2.4 Perkembangan Musik Klasik di Indonesia ............................................................. 12 2.5 Branding ............................................................................................................... 13 2.6 Logo ..................................................................................................................... 13 2.7 Promosi................................................................................................................. 14 2.7.1 Pengertian Promosi....................................................................................... 14 2.7.2 Tujuan Promosi ............................................................................................ 15 2.7.3 Bauran Promosi ............................................................................................ 15 2.7.4 Sifat Dasar Promosi ...................................................................................... 17 2.7.5 Pendekatan Strategis..................................................................................... 17 2.7.6 Media Promosi ........................................................ .......................................18 2.8 SWOT................................................................................................................... 18 2.9 Segmenting Targeting Positioning......................................................................... 19 2.9.1 Segmenting .................................................................................................. 19 2.9.2 Targeting .................................................................................................... 19 2.9.3 Positioning .................................................................................................. 20 BAB III DATA DAN ANALISIS MASALAH ........................................................... 20 3.1 Data dan Fakta ...................................................................................................... 20 3.1.1 Aula Simfonia Jakarta............................................................................... 20 3.1.1.1 Identitas Gedung Pertunjukan........................................................ 25 3.1.1.2 Data Tentang Gejala Atau Fenomena yang Terjadi ........................ 26 3.1.1.3 Data Permasalahan yang Dihadapi ................................................ 26 3.1.1.4 Data Sasaran ................................................................................. 28 3.1.2 Tinjauan Terhadap Proyek Sejenis............................................................... 29 3.1.2.1 Balai Sarbini ................................................................................. 29 3.1.2.2 Sentul International Convention Center ......................................... 30 3.1.2.3 Usmar Ismail Hall...................... .................................................... 31 3.1.2.4 Esplanade - Theatres on the Bay.................................................... 32 3.1.2.5 Dewan Filharmonik PETRONAS .................................................. 33
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3.2 Analisis Terhadap Permasalahan Berdasarkan Data dan Fakta…….……….….….35 3.2.1 Hasil Kuesioner....….……………………………………….……………...35 3.2.1.2Hasil Kuesioner terhadap 75 orang masyarakat Jakarta.....................35 3.2.1.2 Hasil Kuesioner terhadap 60 orang masyarakat Bandung............... 39 3.2.2 Hubungan Teori dengan Data dan Fakta ................................................... 42 3.2.2.1 Brand dan Logo ............................................................................ 42 3.2.2.2 Promosi ......................................................................................... 43 3.3 SWOT................................................................................................................... 44 BAB IV PEMECAHAN MASALAH ......................................................................... 46 4.1 Konsep Komunikasi .............................................................................................. 46 4.2 Konsep Kreatif ...................................................................................................... 47 4.3 Konsep Media ....................................................................................................... 48 4.3.1 Company Profile Book ................................................................................ 48 4.3.2 Company Folder ........................................................................................ 48 4.3.3 CD .............................................................................................................. 49 4.3.4 Website ....................................................................................................... 49 4.3.5 Kartu Pos......................................................... ................................................49 4.4 Hasil karya ............................................................................................................ 50 4.4.1 Logo .......................................................................................................... 50 4.4.2 Tipografi ..................................................................................................... 51 4.4.3 Tagline ....................................................................................................... 52 4.4.4 Elemen Grafis ............................................................................................. 53 4.4.4.1 Pattern..................................................................................................54 4.4.4.2 Bentuk yang Sering Dipakai................................................................55 4.4.5 Website ....................................................................................................... 56 4.4.6 Postcard... .................................................................................................. 57 4.4.7 Company Profile ......................................................................................... 58 4.4.8 CD .............................................................................................................. 59 4.4.9 Company Folder ......................................................................................... 59 4.4.10 Corporate Identity....................................................................................... 60
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4.5 Rencana Anggaran Biaya ...................................................................................... 62
BAB V KESIMPULAN DAN SARAN ...................................................................... 63 5.1 Kesimpulan ........................................................................................................... 63 5.2 Saran..................................................................................................................... 63
DAFTAR PUSTAKA ................................................................................................. 65 LAMPIRAN ............................................................................................................... 66 DATA PENULIS ........................................................................................................ 68 UCAPAN TERIMA KASIH ....................................................................................... 69
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DAFTAR GAMBAR
Gambar 3.1 Aula Simfonia Jakarta tampak luar ......................................................... 21 Gambar 3.2 Panggung Aula Simfonia Jakarta ............................................................ 23 Gambar 3.3 Interior Aula Simfonia Jakarta ................................................................. 24 Gambar 3.4 Logo Aula Simfonia Jakarta..................................................................... 26 Gambar 3.5 Logo-logo Aula Simfonia Jakarta pada poster ......................................... 27 Gambar 3.6 Logo Balai Sarbini .................................................................................. 29 Gambar 3.7 Logo SICC ............................................................................................. 30 Gambar 3.8 Logo Usmar Ismail hall .......................................................................... 31 Gambar 3.9 Logo Esplanade ...................................................................................... 32 Gambar 3.10 Logo DFP......................................................... ....................................... 33 Gambar 4.1 Logo awal Aula Simfonia Jakarta ........................................................... 50 Gambar 4.2 Logo baru versi hitam putih Aula Simfonia Jakarta ................................. 50 Gambar 4.3 Logo baru versi warna Aula Simfonia Jakarta ......................................... 51 Gambar 4.4 Jenis Huruf Forum Dipakai Sebagai Logotype ........................................ 51 Gambar 4.5 Jenis Huruf DIN Light Dipakai Sebagai Teks ......................................... 52 Gambar 4.6 Jenis Huruf Parisienne Dipakai Sebagai Judul Bab .................................. 52 Gambar 4.7 Elemen Grafis Awal ............................................................................... 53 Gambar 4.8 Pengembangan Elemen Grafis ................................................................ 54
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Gambar 4.9 Pattern..................................................................................................... 54 Gambar 4.10 Bentuk Gedung Pertunjukan ................................................................. 55 Gambar 4.11 Bentuk yang Sering Dipakai Dalam Elemen Grafis ............................... 55 Gambar 4.12 Halaman Website .................................................................................. 56 Gambar 4.13 Foto Kartu Pos ....................................................................................... 57 Gambar 4.14 Foto Rangka Kartu Pos .......................................................................... 57 Gambar 4.15 Company Profile ................................................................................... 58 Gambar 4.16 Desain CD ............................................................................................. 59 Gambar 4.17 Foto Company Folder ............................................................................ 59 Gambar 4.18 Desain Kop Surat ................................................................................... 60 Gambar 4.19 Desain Kartu Nama................................................................................ 60 Gambar 4.20 Desain Amplop ...................................................................................... 61
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DAFTAR TABEL
Tabel 1.1 Skema Perancangan ....................................................................................... 6 Tabel 3.1 Survey tahu tidaknya tentang Aula Simfonia Jakarta ................................... 35 Tabel 3.2 Survey pengetahuan masyarakat Jakarta tentang fungsi gedung ................... 36 Tabel 3.3 Survey minat masyarakat Jakarta terhadap musik klasik .............................. 37 Tabel 3.4 Survey budaya menonton konser masyarakat Jakarta ................................... 37 Tabel 3.5 Survey media promosi konser yang efektif .................................................. 38 Tabel 3.6 Survey keinginan masyarakat Jakarta mencoba ASJ .................................... 38 Tabel 3.7 Survey tahu tidaknya masyarakat Bandung tentang ASJ. ............................. 39 Tabel 3.8 Survey pengetahuan masyarakat Bandung tentang fungsi gedung. ............... 40 Tabel 3.9 Survey minat masyarakat Jakarta terhadap musik klasik .............................. 40 Tabel 3.10 Survey Budaya menonton konser masyarakat Bandung ............................ 41 Tabel 3.11 Survey Media promosi konser yang efektif 2 ............................................. 41 Tabel 3.12 Survey keinginan masyarakat Bandung mencoba ASJ .............................. 41 Tabel 4.1 Tabel Budgeting Perancangan Rebranding Aula Simfonia Jakarta ............... 62
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DAFTAR LAMPIRAN
Lampiran A : Sketsa Logo .......................................................................................... 66 Lampiran B : Kuesioner .............................................................................................. 67
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