IDENTITAS VISUAL TOKO MATOHARI PADANG PANJANG

Abstract

Matohari Store Padang Panjang is a business operating in the fashion industry. Its main advantage is consistently providing high-quality clothing from renowned brands such as HUGO BOSS, LOIS, LEVI’S, OXYGEN, EIGHTY EIGHT, and others. However, its weakness lies in its logo design, which still uses the Matahari Department Store logo. If not redesigned, this could lead to legal violations. The redesign of the Visual Identity of Matohari Store Padang Panjang aims to create a logo that reflects its unique characteristics and promotes the brand to the public. This study is a qualitative research using the FOUR-D method (Define, Design, Develop, and Disseminate), with SWOT analysis applied in the design process alongside a creative approach. The design results incorporate both visual and verbal messages, producing eight design products, with the Visual Identity Guidelines serving as the primary medium. Feasibility testing using the Likert scale shows an average score of 4.95. Supporting media, including T-shirts, neon boxes, calendars, price tags, plastic bags, receipts, and stickers, received average scores ranging from 4.6 to 5, indicating they are considered appropriate to highly appropriate. The testing also demonstrates that this Visual Identity can be effectively applied across various media, both digital and print.