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Logo dan Brand : Pengertian, Fungsi, dan Perbedaannya

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Logo dan Brand (merek) adalah suatu unsur yang sangat berpengaruh dalam sebuah perusahaan. Keduanya berfungsi sebagai identitas yang mereprentasikan citra sebuah perusahaan dimata konsumen. Kali ini di Desain studio, kita akan membahas mengenai pengertian dan perbedaan dari keduanya. Pembaca juga bisa sharing untuk memberikan kontribusi dan masukan positif guna menambah pengetahuan kita bersama dalam memahami logo dan brand serta aplikasinya pada sebuah perusahaan.


Logo

Logo adalah lambang atau simbol khusus yang mewakili suatu perusahaan atau organisasi. Sebuah logo bisa berupa nama, lambang atau elemen grafis lain yang ditampilkan secara visual. Sebuah logo diciptakan sebagai identitas agar unik dan mudah dibedakan dengan perusahaan kompetitor/pesaing.

Logo bisa diibaratkan dengan wajah. Setiap orang bisa dengan mudah dikenali antara satu dengan yang lain hanya dengan melihat wajah. Begitu juga halnya dengan logo. Logo merupakan sebuah visi penyampaian citra positif melalui sebuah tampilan sederhana dalam bentuk simbol.


img source


Karena fungsi dasarnya sebagai identitas, logo haruslah unik dan mudah diingat. Selain itu, logo juga harus divisualisasikan seimbang dan enak dipandang, serta relefan sehingga mampu memberikan penjelasan mengenai apa yang ditawarkan perusahaan pemilik logo.


Brand

Sama halnya dengan logo, Brand (merek) berfungsi sebagai identitas suatu perusahaan atau organisasi. Namun brand tidak hanya digambarkan dalam sebuah simbol (seperti logo), brand bersifat menyeluruh. Brand bisa berupa Nama, simbol/logo, bentuk, iklan, slogan, maupun penggunaan kombinasi warna.

Sebuah brand yang baik diciptakan dengan menggulangi penggunaan unsur-unsur tersebut secara konsisten untuk menggambarkan identitas yang jelas dari sebuah perusahaan. Kita mengenal slogan "just do it" sebagai salah satu bagian dari branding Nike. Nike konsisten menyisipkan slogan tersebut dalam berbagai bentuk promosi baik dalam media cetak maupun iklan televisi. Konsistensi tersebut lambat laun menggugah ingatan konsumen terhadap produk Nike yang secara perlahan akan berujung membentuk prilaku konsumen yang responsif terhadap layanan yang ditawarkan dalam promosi.


img source


Contoh lain dalam aplikasi branding dalam sebuah perusahaan dapat dilihat dari penggunaan kombinasi warna. Sebuah brand harus konsisten menggunakan kombinasi warna untuk membangun ingatan konsumen mengenai sebuah produk. Seperti Coca cola yang secara konsisten menggunakan kombinasi warna merah, hitam dan putih dari mulai warna baju karyawan sampai kepada warna gedung sekalipun.


img source



Kesimpulan

Logo dan Brand (merek) adalah dua hal yang berbeda. Keduanya sama-sama tidak bisa bekerja efektif tanpa dukungan satu sama lain. Brand membutuhkan logo sebagai representasi utama dalam membangun citra perusahaan. Sebaliknya, logo membutuhkan brand untuk mencapai fungsinya melalui bentuk bentuk yang lebih spesifik dalam membangun citra positif kepada konsumen.


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114 Responses to “ Logo dan Brand : Pengertian, Fungsi, dan Perbedaannya ”

  1. Logo termasuk dalam brand, menurut saya sih seperti itu, jadi brand itu lebih luas maknanya.
    dibandingkan dengan logo.

    logo hanya sebatas visual, sedangkan brand bisa dengan pelayanan, sikap karyawan, dan kata-kata seperti slogan.

  2. ajir says:

    @IkazNarsis: Yap, logo merupakan bagian dari branding, sedang brand mencakup hal-hal yang lebih luas dan lebih spesifik. Thanks for share martop!

  3. Seperti yang disebut IkazNarsis, brand itu sifatnya abstrak. Brand itu adalah kesan yg ada dalam benak konsumen tentang suatu produk atau perusahaan. Jadi brand itu bukan logo, bukan tagline, warna, dsb... Brand adalah suatu konsep.

    Nah, ada lagi yg disebut branding. Branding ini adalah usaha2 yang bisa kita lakukan utk membentuk kesan2 tersebut. Di antaranya, dengan membuat yang kita namakan dengan Brand Identity/ Visual Identity. Inilah layanan yang ditawarkan oleh para perusahaan2 branding.

  4. ajir says:

    @Ahmad : brand abstrak? mungkin bisa dijelaskan abstrak yg bagaimana. Brand sama branding menurut saya sama saja. Cuma bedanya, Brand kata bendanya, branding kata kerjanya. :)

  5. Anonim says:

    membangun citra brand.....
    atau membangun pesan dari logo...
    LOGO IBARAT TUBUH TRUS BRAND ADALAH ROHNYA...
    seperti dari konsep logo metro tv...menurut dari salah satu karyawan mereka...
    bahwa logo hanya sebatas tanda pengenal visual saja...karna brand Metro tv sendiri sudah di kenal masyarakat tanpa adanya logo...

    mana yang lebih di utamakan LOGO atau BRAND

  6. ajir says:

    @Ferdysyarlin: Keduanya sama2 penting (menurut saya). Saling mendukung satu sama lain. Meskipun sebuah brand sudah membekas kuat dalam ingatan masyarakat, tetap juga dibutuhkan identitas visual berupa logo yang konsisten digunakan untuk memperkenalkan merek. Coba bayangkan kalau Metro tv tidak punya logo yg konsisten digunakan dalam berbagai media seperti website, kartu nama, seragam karyawan, gedung, dll..Tentu akan membingungkan bukan?

    Thanks sudah sharing Ferdy! :)

  7. Anonim says:

    mantap tuh, pencitraan yg baik untuk publik harus terus konsistensi

  8. ajir says:

    @Aulia87: Iya bener, konsistensi mmg kunci penting untuk membuat sebuah brand membekas diingatan konsumen.

  9. Brand itu, seperti yg saya bilang adalah keseluruhan kesan yang ada dalam benak konsumen/ pengguna. Nama, tagline, logo, & identity system hanyalah usaha visualisasi dari sebuah brand. Dalam hal ini brand adalah kata benda.

    Ada lagi, brand sebagai kata kerja (to brand, branding) ataw usaha2 nyata yg bisa dilakukan utk bisa menyampaikan kesan tadi ke dalam benak konsumen/ pengguna.

    Coba tengok di sini:
    http://korbaniklan.multiply.com/journal/item/41

  10. ajir says:

    @Ahmad: Thanks for share Mas Ahmad! :)

  11. logo sifatnya sebagai pengait dalam bentuk visual, sedang brand adalah "kesan" keseluruhan. Kesan itu paling jelas dibentuk lewat visual, walau begitu masih banyak hal lain yang bisa memperkuat brand.

    bunyi :
    -misal bunyi suara Pak Raden, itu brand beliau.

    bau/harum :
    -kita tentu bisa membedakan brand sebuah makanan dari aromanya. Itu juga brand

    sentuhan :
    -misal gimana cara membedakan kualitas kain dengan cara menyentuhnya. Itupun termasuk brand.

    Artinya, semua yang bisa diterima indera fungsinya memperkuat sebuah brand. Visual adalah media paling gampang diterima dan bisa menyentuh jarak yg sangat jauh sekalipun.

  12. Band adalah karakter yang teriro dari 3 unsur : corporate value yang merupakan personality yang tidakterlihat ( visi,misi,budaya perusahaan, target market), kedua merpauaan visual identity (logo,warna, layout, nama) atau segala sesuatu yang terlihat, ketiga adalah brand communication ( merupakan cara mengkomunikasikan sehingga lebih dikenal oleh market)...Dody zulkifli brand consultant

  13. Jika membutuhkan konsultasi kami dapat melayani secra gratis silahkan add facebook kami dody zulkifli

  14. bermanfaat dan mengispirasi

  15. Terima Kasih agan-agan... :-)

  16. Kami, di FP: The Documenter, dan Twitter: @TDocumenter termasuk apa Profil Picture Kami? termasuk Logo ataukah Brand?
    :
    1. https://www.facebook.com/photo.php?fbid=399352853490097&set=pb.134615889963796.-2207520000.1374648052.&type=3&theater
    2. https://www.facebook.com/photo.php?fbid=399353683490014&set=a.365327483559301.86745.134615889963796&type=1

  17. klo logo berupa gambar obyek sesuatu ; brand(merek) berupa teks huruf

  18. anti says:

    brand dengan branding berbeda dari sumber yang saya baca, yah memang brand adalah kata bendanya dan branding adalah kata kerjanya, namun jika diterjemahkan ke bahasa indonesia brand = merek dan branding = merek tapi dalam verba branding adalah mencap, mengecap, menandai, jadi sangat berbeda sekali dengan apa yg dikatakan kottler bahwa brand adalah logo, nama atau simbol, menurut peter montoya branding adalah citra / kesan. maaf jika salah,

  19. Anggur kolesom cap Orang Tua Dan Biskuit Tanggo
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  20. Lalu spa fungsi Dari identitas produk itu sendiri ?
    Bingung . Bantu jawab

  21. Maju terus desainer indonesia.
    Artikelnya menarik.. mencari artikel-artikel menarik lainnya? kunjungi http://pena.gunadarma.ac.id/

  22. Logo memang harus menggambarkan sebuah visi, ini penting bagi UKM atau siapapun anda yang ingin membuat usaha. agar logo bisa menjadi bran maka butuh pemasaran yang tepat sehingga menjadilah branding. setuju apa yang disampaikan oleh desain stuido.

    selengkapanya bisa baca di agar brand dicintai.

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