IMPLEMENTASI VERNAKULAR PADA CUSTOM TYPEFACE SEBAGAI MEDIA PENDUKUNG CITY BRANDING KOTA MALANG
DOI:
https://doi.org/10.33633/andharupa.v10i02.7140Abstract
Abstrak Pemerintah Kota Malang telah mencanangkan cita-citanya menjadi salah satu Kota Kreatif Dunia pada tahun 2025 nanti. Sebagai upaya mendukung cita-cita tersebut, strategi city branding dalam bentuk identitas visual khususnya tipografi, menjadi hal yang penting untuk dalam membentuk daya tarik visual sebuah kota. Tipografi dapat menjadi salah satu elemen penting dalam upaya memperkuat city branding untuk menyampaikan pesan dan makna secara bersamaan. Salah satu upaya city branding melalui slogan “Beautiful Malang” yang ada saat ini, secara visual dan makna belum mampu merepresentasikan Kota Malang sebagai kota kreatif secara tepat. Gagasan tersebut menjadi dasar dalam merancang custom typeface dalam format digital (font) yang mempunyai tujuan sebagai media penunjang city branding Kota Malang. Untuk mencapai tujuan tersebut, terlebih dahulu dilakukan kajian tipografi dan semiotika untuk menganalisis karakteristik visual yang terdapat pada bentuk tipografi dan arsitektur Jengki yang tersebar di Kota Malang. Simpulan dari hasil analisis tersebut digunakan sebagai konsep dasar dalam merancang custom typeface sebagai representasi identitas visual Kota Malang yang kreatif. Dengan menggunakan custom typeface ini diharapkan mampu menjadi media pendukung untuk menguatkan identitas Kota Malang dalam upaya untuk membentuk city branding sebagai kota kreatif. Kata Kunci: city branding, custom typeface, kota kreatif, tipografi vernakular Abstract The Malang City Government has set a goal to become one of the World's Creative Cities by 2025. To support these ideals, city branding strategies, particularly in visual identity and typography, play a crucial role in shaping the city's visual appeal. Typography serves as a significant element in strengthening city branding by conveying messages and meaning simultaneously. One of the current city branding efforts, embodied in the slogan "Beautiful Malang," does not accurately represent Malang City as a creative city both visually and meaningfully. This realization serves as the foundation for designing a custom typeface in digital format (font), aiming to be a supporting medium for Malang City's branding. To achieve this objective, a study of typography and semiotics was conducted to analyze the visual characteristics present in Jengki typography and architectural forms throughout Malang City. The conclusions drawn from this analysis serve as the fundamental concept in designing a custom typeface that creatively represents Malang City's visual identity. Through the utilization of this custom typeface, there is hope that it will serve as a supporting medium to enhance the identity of Malang City, contributing to the formation of city branding as a creative city. Keywords: city branding, creative city, custom typeface, vernacular typographyReferences
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