Serat Rupa: Journal of Design

Front Matter

Editor — 2024-07-29

The Visual Identity of the Ministry of State-Owned Enterprises as an Effort to Build Image

Gwyneth Eveline Lianto — 2024-07-29

The increasingly advanced development of information technology offers new challenges and opportunities for industries in Indonesia. In an effort to survive and respond to increasingly fierce global competition, it is necessary to develop a strong and adaptive identity and image. The Ministry of State-Owned Enterprises (known as Kementerian Badan Usaha Milik Negara or “BUMN”) is an institution engaged in the national economy based on economic democracy. The launching of BUMN's new visual identity is a progressive symbol of modern change. Visual identity is an important consideration in building good branding. To face the new era and form a trusted brand image for partners and the public, BUMN decided to create a new visual identity in tandem with institutional restructuring and reform. This article will examine the new visual identity as a result of BUMN’s rebranding and its role in the process of building a new image for BUMNs. Based on the formulation of the problem, the research aims to understand the visual identity of BUMNs and its role in the process of building a new image that is progressive towards changing times and is more trusted as an Indonesian national economic institution. The research is expected to contribute to understanding how visual identity shapes the process of building the image of BUMNs.

Adaptive Reuse of Antico Coffee Heritage Building in Bandung

Sriwinarsih Maria Kirana Sajid — 2024-07-29

Buildings inherited from the Dutch East Indies reign are part of the city's development which also enriches the architectural treasures, especially in the city of Bandung. This makes the building a legacy of the Dutch East Indies government, has high historical and aesthetic value which can be a reference for design and architecture science. Changes in the function of the building are carried out as an effort to maintain the building with new activities, so that it able to finance the survival of the conservation building itself. Antico Coffee has changed functions several times and at the time the research was conducted it had the function of a café. The research object is located at the 'new' Bandung residential area which was built around 1921-1924, has a shop building typology that have similarity to the Cihapit shops. This research aims to conduct an evaluation study of the transfer of function of the research object building in the architectural scope, namely elements related to the building façade; architectural and interior elements; as well as structural and engineering elements of buildings. The research method is descriptive qualitative based on the Alhojaly’s evaluation model. What changes and what parts of the building are maintained so that the building's identity as a building contains historical value during the Dutch East Indies colonial government. The physical character of the building is maintained by making additions to building elements that have been lost, to bring out and strengthen the character of the original building. The benefits of this research provide insight for the community that preservation using a conversion approach can be carried out while maintaining and even strengthening the identity of cultural heritage building elements.

Designing Kid's Fashion Products Using the SCAMPER Method for Local Brand Sugacoat Studios Design Innovation

Widia Nur Utami Bastaman — 2024-07-29

Bandung is one of the cities known to have an excellent creative industry ecosystem, one of which is due to the rapid growth of local brands. As we know, local brands grow by relying on consistent creativity and innovation. One of Bandung's local brands currently on the rise is Sugacoat Studios, which focuses on developing bag and hat accessories products for children. The rapid development of local brands in Bandung requires Sugacoat Studios to continue innovating to develop new products. However, the process of creating innovation is challenging. One of the crucial stages is the process of designing the product. So far, Sugacoat Studios has applied a commonly used design method to design products based on specific concepts and mood board. However, this often makes design deadlocks, ultimately making the resulting product design less than optimal. This research will present the product design process by applying the SCAMPER method that the Sugacoat Studios brand has never applied. The SCAMPER design method, which stands for Substitute, Combine, Adapt, Modify, Put into Another Use, Eliminate, and Reverse, has previously been successfully applied to the fashion product design process. Applying the SCAMPER design method is expected to give Sugacoat Studios a new strategy in the product design process that will be more structured, thus helping to create product innovation. Applying this design method strategy will also be aligned with the brand character so that the resulting design will still represent the brand character well. The output of this research is a product design that has applied the SCAMPER design method.

Redesign Visual Appearance and Promotion of Sundanese Magazine Manglé

Stefani Rumanto Harnandy — 2024-07-29

In Indonesia there are many diverse regional languages, one of which is Sundanese. Sundanese is one of the oldest languages in Indonesia and is one of the regional languages that is often used by the people of Indonesia in West Java region/province. However, unfortunately, Sundanese culture and language began to fade with the times, especially among millennials. To preserve Sundanese culture and language a variety of media are used, one of which is Manglé Magazine. The Manglé magazine is the only Sundanese language magazine that has a mission to preserve Sundanese and still survive today. But the lack of interest in millennials to read, study and preserve the magazine is due to the lack of appealing designs, lack of promotion and supporting media. The Governor of West Java for the 2018-2023 period, Ridwan Kamil, encouraged Manglé Magazine to be able to adapt in digital form to attract reading interest, boost literacy culture and help preserve Sundanese culture and language. To achieve this goal redesign and repositioning are needed which include redesign of the cover appearance and contents of the magazine rubric, changes in the target market for millennial young generation, promotion strategies using AISAS theory and supporting media in the form of mobile applications. The creative concept and methodology used in this design was taken from the vision and mission of Manglé Magazine, the results of the questionnaire, and the new positioning that produced the concept of "Being the Pride of Sundanese." The techniques used are photographic and vector techniques with the colors used are the colors of West Java (red, green, blue, brown) that are warm and bright.

Repositioning Sketches in Visual Communication Design Education

Bambang Tri Rahadian — 2024-07-29

Sketching is a technique conducted as the first phase of creating an artwork and design. As an activity that is carried out at the beginning of the creation, sketching activities are often overlooked and are considered not necessary to be stored or even appropriately mastered. This argument is based on the assumption that the main purpose of making artwork and design is only for the final result. This research traces back the important role of the sketching process in education in the Visual Communication Design Study Program (DKV). The method applied in this research is a descriptive qualitative method In the scope of phenomenological hermeneutics, which is a method to describe a natural or man-made situation or phenomenon. For providing a description, literature reviews, documentation, an interview, and observation into urban sketcher community members. Through this research, it can be presented that the Urban Sketcher Manifesto can be applied in sketch drawing materials within the scope of academic learning. The benefits of the Urban Sketcher Manifesto to students include the ability to capture dynamic atmospheres with perspective determination, observe the organic gestures of living creatures, practice drawing spontaneously, effectively, and efficiently, and become accustomed to annotating drawings and storytelling through sketches. The results of implementing the Urban Sketcher Manifesto in course materials for students include strength in lines, understanding of composition, the grasp of impressions rather than reality, and good coordination between mind and hand. In this research, sketching is repositioned as a process that cannot be ignored in the work of drawing illustrations or visual designs. In sketch drawings, the benefits can also be seen in various interactions experienced, such as interactions among fellow students, interactions with localresidents, interactions with the atmosphere of the location, and interactions with the observed objects. The result of the research is expected to engage discourses for up-to-date Visual Communication Design education

The Role of Spa Artificial Lighting in the Comparison Between Relaxation Variables and Artificial Lighting Condition Variables in Spa

Aninda Samrati Qalbi — 2024-07-29

Work fatigue can have a negative impact on psychological conditions and can have a stressful impact on life, with minimal duration of rest time, humans need adequate rest time physically and mentally. Spa is one of the shortcuts to regain physical and mental fitness. Spa is a body care activity through massage to improve blood circulation to get relaxation so as to relieve stres. In creating a comfortable space, many elements need to be considered. Like the five human senses. In essence, the five human senses work together and provide experience of space. The sense of sight is a very important sense in the experience of space. Therefore artificial lighting is an interior element that needs attention. Because artificial lighting has a very important role in a person's mood so that it can help the relaxation process. The purpose of this research is to prove that artificial lighting has a role in the relaxation process. The research object is at Sendja Reflexology & Wellness in the city of Bandung with a focus on the VIP room. Comparative qualitative research method, data collection was carried out by comparing the theoretical variables of artificial lighting in the relaxation process and the condition of the Sendja Reflexology & Wellness VIP treatment room. Research data was obtained by questionnaire to 30 customers of Sendja Reflexology & Wellness. 94% of respondents stated that artificial lighting has a role in the relaxation process at Sendja Reflexology & Wellness.

Evaluation of Interior Design Learning Curriculum for the 2017 Academic Year Based on Graduates’ Performances in Professional Field (Case Study: ITENAS Interior Design Graduates Year 2016-2018)

Putri Nur Ashri — 2024-07-29

Interior design education has a critical role in creating competent graduates, specifically in the scope of professional interior design, who answer the problems of community needs through quality design ideas. Educational institutions need to ensure that the learning curriculum implemented can produce competent graduates following learning outcomes. ITENAS Interior Design, as one of the best interior design educational institutions in Bandung, plays a significant role in creating competent graduates who improve the community's quality of life and the residential environment. This sequential explanatory research evaluates the ITENAS Interior Design learning curriculum by assessing the performance of graduates in the Interior Design profession based on the educational curriculum components implemented during the study using a comparative descriptive approach. Overall, the Interior Design learning curriculum for the 2017 Academic Year of ITENAS does not meet the 'excellent' or very effective. The research results revealed that [1] ID ITENAS graduates from the 2016-2018 class had the best assessment in terms of attitude (89%) and could be further improved in terms of stance and independence, [2] The graduates' knowledge was considered to be quite good (66%) though the limitations are apparent from the aspect of technical problems and material treatments. [3] Lack of experience with real problems and a short work period means that graduates still need regular guidance, resulting in General Skills and Specific Skills scores being in the lowest positions (55% and 53%).

Realism in Worldbuilding Through a Case Study of the Animation Kimi no Na wa and Song of the Sea

Danika Hermanudin — 2024-07-29

Worldbuilding has become a center of attention in the entertainment industry, especially in animation. However, attention to worldbuilding studies is still lacking compared to character and narrative. Researchers argue that worldbuilding can be closely related to character creation, reflecting known human traits and characteristics. So that "emotional realism" is formed and empathy from the audience is created. Likewise, in worldbuilding, the audience needs to feel connected to elements that are known and real. Realism in animation aims to create an impression that is real or similar to the real world. This does not mean animation must perfectly mimic the real world but rather aims to make the audience feel a connection or attachment to what they are witnessing. In this research, there are two animations, Kimi no Na wa (2016) and Song of The Sea (2014), using two contrasting approaches but successfully building worlds by utilizing elements from real-world locations. Therefore, a descriptive comparative analysis is conducted to reveal the differences in approaches and focuses used by the animation creators in achieving realism in worldbuilding.