PERANCANGAN IDENTITAS VISUAL DAN GRAPHIC STANDARDS MANUAL (GSM) UMKM LUMINTU CAKTO SEBAGAI FONDASI BRANDING MELALUI PEMBELAJARAN BERBASIS PROYEK

Abstract

ABSTRAK

UMKM Lumintu Cakto merupakan usaha ritel alat rumah tangga dan alat tulis di Surabaya yang beroperasi sejak 1990. Usaha ini memiliki pelanggan setia dan harga kompetitif, tetapi operasional dan promosinya masih sepenuhnya offline serta belum memiliki logo, identitas visual, dan media promosi yang seragam. Perancangan ini bertujuan menyusun identitas visual dan Graphic Standards Manual (GSM) yang konsisten sebagai fondasi branding usaha, melalui kegiatan pengabdian kepada masyarakat berbasis proyek yang melibatkan dosen, mahasiswa, dan mitra. Metode meliputi wawancara dan observasi, analisis SWOT dan strategi TWOS, mind mapping, sketsa alternatif, digitalisasi logo, penyusunan GSM, serta pembuatan mockup dan produk implementasi. Kontribusi perancangan berupa kerangka yang menerjemahkan strategi TWOS ke dalam keputusan desain, GSM ringkas yang dapat dipakai pemilik usaha non-desainer, dan model kolaborasi pembelajaran berbasis proyek. Luaran berupa logo, supergrafis, GSM, dan belasan media implementasi telah diserahkan kepada mitra. Dampak terhadap penjualan, jangkauan pasar, dan persepsi pelanggan belum dievaluasi, sehingga kontribusi terhadap keberlanjutan usaha masih bersifat potensial.

Kata Kunci: identitas visual, Graphic Standards Manual, UMKM, pembelajaran berbasis proyek, branding.

ABSTRACT

Lumintu Cakto is a household goods and stationery retail MSME in Surabaya, operating since 1990. It has a loyal customer base and competitive prices, but its operations and promotion remain entirely offline, and it lacks a logo, a visual identity, and consistent promotional media. This project aims to develop a consistent visual identity and Graphic Standards Manual (GSM) as a branding foundation, through a project-based community service activity involving a lecturer, a student, and the business partner. The methods include interviews and observation, SWOT analysis and TWOS strategy, mind mapping, alternative sketches, logo digitization, GSM development, and the production of mockups and printed implementation products. The contributions are a framework that translates TWOS strategies into design decisions, a concise GSM usable by non-designer business owners, and a project-based learning collaboration model. The outputs, consisting of a logo, supergraphics, the GSM, and more than a dozen implementation media, were handed over to the partner. The impact on sales, market reach, and customer perception has not yet been evaluated, so the contribution to business sustainability remains potential.

Keywords: visual identity, Graphic Standards Manual, MSMEs, project-based learning, branding.