LARASATI, ANINDYA LAKSMI (2026) BRAND IDENTITY DESIGN OF THE KINANTHI MACAPAT SIDOARJO ASSOCIATION. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Tembang macapat is one of the traditional Javanese arts that is full of cultural values and noble philosophies. However, the rapid flow of globalization and advances in information technology have caused a decline in the interest of the younger generation in local culture, including tembang macapat. This condition has resulted in the traditional art being increasingly marginalized and in danger of losing its sustainability. The Kinanthi Macapat Sidoarjo Association exists as a community that seeks to preserve the macapat song through training activities, workshops, and art performances. However, this association faces the challenge of regenerating members due to the limitations of promotional strategies that have not been able to reach the younger generation optimally. This research aims to design the brand identity of Paguyuban Kinanthi Macapat Sidoarjo to be more attractive and relevant to the younger generation without eliminating its traditional values. The research method uses a descriptive qualitative approach with data collection techniques through interviews, observations, documentation, and literature studies. The analysis was carried out to identify the characteristics of the target audience, the values of the mapat songs, as well as the appropriate visual potential and promotional media. The results of the study show that the development of a targeted and consistent brand identity, including logos, colors, typography, social media, and communication strategies, is able to strengthen the image of the community, expand the reach of the audience, and increase the interest of the younger generation in the macapat. The design of a modern visual identity and promotion strategy that still raises the essence of tradition is a strategic step to maintain the sustainability of the macapat's language as the cultural heritage of the archipelago.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | L Education > LA History of education N Fine Arts > N Visual arts N Fine Arts > NE Print media P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media P Language and Literature > P Philology. Linguistics > P93.5 Visual Communication |
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| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | ms ANINDYA LAKSMI LARASATI | ||||||||||||
| Date Deposited: | 26 May 2026 08:13 | ||||||||||||
| Last Modified: | 26 May 2026 08:13 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52761 |
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