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Riady, Rahman
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Arts Humanities Industrial & Manufacturing Engineering

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Perancangan Logo Sebagai Identitas UMKM KUE dan CAMILAN "Kaliangi" untuk Meningkatkan Loyalitas Pelanggan Riady, Rahman; Kurli, Anis; Putra, Deny Fardiansyah
Desainpedia: Jurnal Desain Produk dan Desain Komunikasi Visual Vol 5, No 1 (2026): Urban Design, Lifestyle & Behaviour
Publisher : Universitas Pembangunan Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36262/dpj.v5i1.1527

Abstract

Micro, Small, and Medium Enterprises (MSMEs), particularly those engaged in home-based snack and pastry production, play a vital role in supporting regional economies. One such enterprise, Kaliangi MSME in Sumenep, is currently facing significant challenges in building a strong visual brand identity. The core issue lies in the limited understanding of branding, coupled with the use of a previous logo that relied on generic internet templates, failing to reflect the unique character of its products. This study aims to redesign the logo as a key element of Kaliangi's visual identity, with the goal of fostering a positive brand image and enhancing customer loyalty. The method employed is based on graphic design principles, implemented through five main stages: orientation, analysis, conception, design, and implementation. The new logo is designed to be applied consistently across various promotional media, including product packaging and social media platforms. The design outcome shows a significant increase in visual appeal, particularly in packaging and promotional materials, which subsequently led to a 40% rise in customer engagement within two months. This study highlights the importance of strengthening visual branding for local MSMEs, especially in developing a brand identity that is original and aligned with the unique characteristics of the products offered.
Co-Authors Anis Kurli, Anis Deny Fardiansyah Putra