PEMAKNAAN LOGO RUMAH ATSIRI INDONESIA DALAM DISKURSUS KONSERVASI ARSITEKTURAL
DOI:
https://doi.org/10.33633/andharupa.v8i01.4678Abstract
AbstrakLogo adalah bahasa visual yang merupakan abstraksi dan representasi dari banyak hal. Logo sering berisi kode atau tanda artistik yang hanya dimengerti oleh konvensi tertentu. Artikel ini bertujuan untuk memahami pemaknaan logo Rumah Atsiri Indonesia baik secara tekstual maupun kontekstual. Kajian tekstual membahas elemen-elemen pembentuk visual logo, seperti bentuk dasar, warna, dan teks. Pada pemaknaan kontekstual lebih mendalami perihal aspek kesejarahan yang melatarbelakangi pembentukan pemilihan logo itu sendiri. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi kasus. Studi kasus dipilih agar data yang digali lebih spesifik dan mendalam melalui observasi, wawancara, dan studi literatur. Pada tahap analisis, data dari lapangan akan dielaborasi dengan data dari literatur seperti, buku, jurnal, dan penelusuran website. Hasil yang diperoleh dari penelitian ini antara lain, bentuk logo mengambil bentuk dasar fasad bangunan lama, dan pemilihan nama Rumah Atsiri Indonesia (kedua hal tersebut) merupakan abstraksi dari tindakan penerusan spirit cita-cita lama Pabrik Citronella 1963; warna pada logo adalah hasil perpaduan nuansa tanah dan cahaya matahari sebagai respon terhadap alam sekitar; pemilihan font memiliki kesamaan nuansa dengan gaya arsitektur bangunan lama dan sejarah keberadaan bangunan tersebut. Proses kreatif tersebut merupakan upaya untuk membentuk otentisitas Rumah Atsiri Indonesia melalui logo. Kata Kunci: logo, revitalisasi, Rumah Atsiri Indonesia, sejarah, semiotika AbstractThe Logo is one of polysemic sign language. It contains multiple subjective and objective meanings. This research will textually and contextually discuss the logo of Rumah Atsiri Indonesia. In textual area, the limit of this research will be on logo’s visual elements such as form, color, and body text. In contextual area, it will discuss historical reason behind the creative process of the logo. This research is qualitative study uses case study approaching. Case study is the best approach to lead researcher to a dept and specific information through observation, interview, and literature study. The datas both from field research and literature will be elaborated. Findings show that the main idea of the logo’s form is created from the roaster shape in old building’s façade. The name ‘Rumah Atsiri Indonesia’ and the fact that the logo’s form is taking from roaster’s design were derived by a willing of physically and historically conservation of the past 1963 company ‘Citronella Factory’; the color of the logo represents soil, sunlight and is a response to embrace the nature; typeface design follows the antiquity of old company and its historycal aspects. Thus, the discussion conclued that the logo of Rumah Atsiri Indonesia is symbol of its authenticity. Keywords: conservation, history, logo, Rumah Atsiri Indonesia, semioticReferences
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