DAFTAR ISI

KATA PENGANTAR……………………………………………………………..i
ABSTRAK………………………………………………………………………..iv
DAFTAR ISI………………………………………………………………………v
BAB I PENDAHULUAN ....................................................................................... 1
1.1 Latar Belakang.......................................................................................... 1
1.2 Rumusan Masalah .................................................................................... 4
1.3 Tujuan Perancangan ................................................................................. 4
1.4 Ruang Lingkup Perancangan .................................................................... 5
BAB II TINJAUAN PUSTAKA ............................................................................. 6
2.1 Brand Identity ........................................................................................... 6
2.1.1 Brand Strategy................................................................................... 6
2.1.2 Brand Identity Design ....................................................................... 9
2.2 Tour de Flores......................................................................................... 15
2.3 Pariwisata Pulau Flores .......................................................................... 23
BAB III METODE PERANCANGAN ................................................................. 27
3.1 Conducting Research .............................................................................. 27
3.2 Clarifying Strategy ................................................................................. 29
3.3 Designing Identity .................................................................................. 29
3.3.1 Inspirasi ........................................................................................... 29
3.3.2 Desain Identitas Visual ................................................................... 30
3.4 Creating Touchpoints ............................................................................. 31
3.5 Managing Assets .................................................................................... 31
BAB IV HASIL DAN PERANCANGAN ............................................................ 34
4.1 Conducting Research .............................................................................. 34
4.1.1 Hasil dan Analisis Wawancara........................................................ 34
4.1.2 Hasil dan Analisis Studi Komparasi ............................................... 35
4.2 Clarifying Strategy ................................................................................. 38
4.2.1 Visi dan Misi ................................................................................... 38
4.2.2 Key Services.................................................................................... 39
4.2.3 Key Competitors ............................................................................. 39
4.2.4 Competitive Advantage................................................................... 39
4.2.5 Key Stakeholder .............................................................................. 39

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 4.2.6 Value Proposition ............................................................................ 39
4.2.7 Target Market .................................................................................. 40
4.2.8 Brand Attributes .............................................................................. 40
4.2.9 Personality ....................................................................................... 41
4.3 Designing Identity .................................................................................. 41
4.3.1 Inspirasi ........................................................................................... 41
4.3.2 Desain Identitas Visual ................................................................... 43
4.4 Creating Touchpoints ............................................................................. 60
4.4.1 Pre-event Experience ...................................................................... 63
4.4.2 Event Experience ............................................................................ 65
4.4.3 Post-event Experience ..................................................................... 73
4.5 Managing Assets .................................................................................... 77
4.5.1 Brand Identity Guideline ................................................................. 77
4.5.2 Brand Launching ............................................................................. 78
BAB V PENUTUP ................................................................................................ 79
5.1 Kesimpulan ............................................................................................. 79
5.2 Saran ....................................................................................................... 80
DAFTAR PUSTAKA…………………………………………………………….81

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