VISUAL IDENTITY DESIGN OF ALDY GALLERY TORAJA UTARA

Abstract

This design aims to create a visual identity that can help in shaping and unifying the Aldy Gallery brand touchpoints. The new visual identity of Aldy Gallery can create clear differentiation, attract the attention of audiences, especially specific target audiences, and can help in building the image of Aldy Gallery in the future. The author uses a design thinking method with stages of empathizing, defining, ideating, and prototyping. The research begins with the empathize stage, namely by conducting observation, interviews, and documentation activities directly at the Aldy Gallery business place to find out the values contained in the internal Aldy Gallery. The results of interviews, observations, and documentation are then processed at the defined stage to determine the problem. Then it will be reprocessed to generate ideas at the ideate stage and conduct literature studies to obtain references on visual identity design and explore visual motifs in Aldy Gallery carvings, traditional fabrics, and products for problem-solving in the formation of Aldy Gallery visual identity. The design of visual identity at the ideate stage departs from an understanding of the values in the Aldy Gallery as a basis for ideas (concepts) in designing visual identity, namely about the value of family or friendship and respecting local culture as a form of Aldy Gallery is part of the community. The final stage is a prototype by applying visual identity to various predetermined media on a small scale. The results of the visual identity design include the creation of the Aldy Gallery logo and other visual identity elements (colors, typography, patterns/motifs) that are packaged or displayed in the Graphic Standard Manual (GSM) and their application to various media.