VISUAL BRANDING KAOS MESEM SITHIK
Authors: Putra Novi Pradhana , Kartika Dharsono Sony 
Published: June 2019

<p><span>Penelitian ini berjudul <span><em>VISUAL BRANDING </em><span>KAOS MESEM SITHIK. Penelitian membahas tentang strategi <span><em>visual </em><span>branding pada produk cinderamata pariwisata dari Kabupaten Tulungagung, yaitu Kaos Mesem Sithik. <span>Permasalahan penelitian terletak pada keberadaan kaos Mesem Sithik, konsep <span><em>branding </em><span>kaos Mesem Sithik, <span>dan strategi komunikasi pada visal brand Kaos Mesem Sithik. Berdasarkan hasil penelitian, diperolehkesimpulan <span>keberadaan kaos Mesem Sithik berawal dari gagasan komunal organisasi Paguyuban Cinta Wisata Tulungagung, <span>yang kemudian kepengurusan produksi dipindah tangankan kepada perseorangan. Wahyu Cahyo Utomo sebagai <span>pemilik usaha kaos Mesem Sithik lebih leluasa menuangkan gagasan idiom kebudayaan daerah Kabupaten<br /><span>Tulungagung kedalam <span><em>visual brand </em><span>produk. Perpindahan kepengurusan kaos Mesem Sithik membawa <span>perkembangan dari segi konsep <span><em>branding </em><span>produk yang mencakup strategi media dan strategi visual. Desain <span>ilustrasi yang tercetak pada permukaan kaos Mesem Sithik tidak serta merta mengungkap strategi komunikasi <span>produk. Strategi komunikasi kaos Mesem Sithik didapatkan melalui pendekatan ikonografi Erwin Panofsky <span>yang menkaji desain ilustrasi dalam tiga lapisan makna, pra-ikonografi, ikonografi, dan ikonologi. Dari analisis<br /><span>yang dilakukan, strategi komunikasi pada kaos Mesem Sithik mengedepankan keindahan visual, pemanfaatan <span>teks sebagai penjelas universal, penekanan biaya produksi, dan kepantasan norma dalam menyampaikan <span>idiom kebudayaan daerah Kabupaten Tulungagung sebagai <span><em>brand </em><span>produk.<br /><span><strong>Kata Kunci: </strong><span>Strategi komunikasi, <span><em>visual brand</em><span>, kebudayaan daerah</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></p><p><span><span><span><span><span><span><span><span><span><span><span><span><span><span><span><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></p><p><span><span><span><span><span><span><span><span><span><span><span><span><span><span><span><span><em>This studyis entitled VISUAL BRANDING KAOS MESEM SITHIK. The research discusses about visual branding </em><span><em>strategy on tourism souvenir product from Kabupaten Tulungagung, namely T-shirt Mesem Sithik. The problem lies on the existence of T-shirt Mesem Sithik, the branding concept of T-shirt Mesem Sithik, and communication strategies at visual brand of Mesem Sithik T-shirt. Based on the research, it can be said that the </em><span><em>existence of T-shirt Mesem Sithik started fromthe notion of communal association Paguyuban Cinta Wisata</em><br /><span><em>Tulungagung that later move the management of production to individual. Wahyu Cahyo Utomo as the owner of </em><span><em>T-shirts Mesem Sithik is more flexible to explore the cultural ideas of Tulungagung into visual brand products.The</em><br /><span><em>displacement of management T-shirt Mesem Sithik shows the development in terms of the concept of branding products including strategy media and visual strategy. The illustration design printed on the T-shirt Mesem </em><span><em>Sithik doesn’t necessarily show the product communication strategy. The communication strategy of T-shirt </em><span><em>Mesem Sithik is studied through the iconography approach Erwin Panofsky that studies illustration design in </em><span><em>three steps of meaning; they are pre-iconography, iconography, and iconology.From the analysis done, communication strategy of T-shirt Mesem Sithikputs forward the visual beautyutilizing text as universal explanation, pressing production fee, and the norms suitability in expressing cultural idioms of Tulungagung as the</em><br /><span><em>product brand.</em><br /><span><strong><em>Keywords: </em></strong><span><em>communication strategy, visual brand, rural culture</em></span></span></span></span></span></span></span></span></span></span><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></p>