Muhammad Rafli, Ida Susanti, Vidya Kharisma

PERANCANGAN ULANG LOGO UMKM D2D FROZEN FOOD UNTUK MENINGKATKAN IDENTITAS VISUAL DAN DAYA SAING MEREK

Introduction

Perancangan ulang logo umkm d2d frozen food untuk meningkatkan identitas visual dan daya saing merek. Perancangan ulang logo UMKM D2D Frozen Food untuk tingkatkan identitas visual & daya saing merek di pasar makanan beku. Desain baru lebih profesional & tarik konsumen.

Abstract

Latar belakang penelitian ini didasarkan pada kebutuhan UMKM D2D Frozen Food untuk meningkatkan citra merek melalui identitas visual yang lebih profesional. Logo yang digunakan sebelumnya dianggap kurang mencerminkan esensi, visi, dan nilai-nilai perusahaan, serta kurang menarik perhatian konsumen di tengah persaingan yang ketat dalam industri makanan beku. Permasalahan utama yang dihadapi adalah ketidaksesuaian antara logo lama dengan brand identity yang ingin dibangun oleh UMKM D2D Frozen Food. Logo yang kurang menarik dapat berdampak pada persepsi terhadap kualitas produk, loyalitas pelanggan, serta daya saing di pasar. Penelitian ini bertujuan untuk merancang ulang logo yang dapat meningkatkan daya tarik visual, memperkuat identitas merek, serta menarik perhatian pasar yang lebih luas. Solusi yang ditawarkan adalah desain logo baru yang lebih modern, profesional, dan relevan dengan industri makanan beku. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan pendekatan wawancara dan observasi terhadap pemilik usaha serta analisis pasar menggunakan metode SWOT. Tahapan desain ulang melibatkan mind mapping, penentuan keyword dan key visual, pembuatan moodboard, sketsa, hingga digitalisasi logo menggunakan perangkat lunak desain grafis. Hasil dari penelitian ini menunjukkan bahwa logo baru mampu mencerminkan identitas D2D Frozen Food dengan lebih baik. Penggunaan elemen visual yang tepat serta kombinasi warna yang menarik memberikan kesan profesional dan meningkatkan daya tarik merek di mata konsumen. Redesain ini diharapkan dapat memperkuat posisi UMKM di industri makanan beku serta meningkatkan loyalitas pelanggan.

Review

This study addresses a pertinent issue for Micro, Small, and Medium Enterprises (MSMEs) in competitive markets: the critical role of visual identity in brand perception and market competitiveness. The authors identify a clear problem for D2D Frozen Food, where their previous logo was deemed unprofessional, failed to adequately represent the brand's essence and values, and struggled to capture consumer attention amidst fierce industry competition. The core objective of this research, therefore, was to undertake a logo redesign aimed at significantly enhancing the brand's visual appeal, strengthening its overall identity, and ultimately expanding its market reach. The methodology employed in this research follows a qualitative approach, which is well-suited for a design-oriented project. The authors gathered foundational insights through interviews and observations with the business owner, complemented by a market analysis using the SWOT framework to understand the competitive landscape. The logo redesign process itself was systematically structured, beginning with conceptual stages such as mind mapping, keyword and key visual determination, and moodboard creation. This progressive approach transitioned into practical execution through sketching and, finally, the digital development of the logo using graphic design software, indicating a thorough and iterative design workflow. The research concludes that the redesigned logo successfully embodies D2D Frozen Food's identity more effectively. The strategic application of visual elements and an attractive color palette is reported to confer a professional impression, thereby enhancing the brand's allure to consumers. The authors anticipate that this visual enhancement will fortify the MSME's standing within the frozen food sector and foster greater customer loyalty. While the abstract confidently presents the new logo's improved capabilities, a valuable addition for future work might involve post-implementation evaluation or consumer perception studies to empirically validate the extent of the logo's impact on brand recognition, purchasing intent, and actual market performance.

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