Perancangan Maskot sebagai Brand Identity dan Promosi Wisata Kebun Raya Cibinong Kabupaten Bogor.

Abstract

Brand Identity yang masih rendah dan peningkatan promosi menjadi dasar penelitian ini perlu dilakukan. Penelitian dilakukan untuk mengidentifikasi sumber daya utama, menganalisis preferensi desain, merancang karakter maskot, mengukur kelayakan, hingga implementasi ke media promosi. Hasil identifikasi menunjukkan flora gandaria dan danau dora sebagai daya tarik utama dan penilaian tertinggi aspek desain maskot menggunakan gaya figuratif manusia, enerjik, petualang, warna brand, tidak membawa atribut, berbusana rompi lapangan, topi rimba, dan logo di dada kiri. Hasil rancangan maskot diwujudkan melalui maskot dengan karakter manusia petualang bernama "CIBO" (Cibinong Botanical) berbusana rompi, sepatu boots, topi motif buah gandaria, serta dilengkapi pin danau dan logo resmi. Hasil penilaian kelayakan desain sangat sesuai berdasarkan penilaian oleh pengelola, dan implementasinya diterapkan pada produk fisik cinderamata, boneka serta media digital berupa template story Instagram.

The study was conducted to address the issues of low brand identity and the need for increased promotion. The research aimed to identify key resources, analyze design preferences, design a mascot character, assess its feasibility, and implement it in promotional media. The results of the identification process revealed Gandaria flora and Lake Dora as the main attractions, and the highest ratings for the mascot design were given to a figurative human style that is energetic and adventurous, featuring the brand colors, no additional attributes, and dressed in a field vest, a jungle hat, and a logo on the left chest. The mascot design was realized through an adventurous human character named “CIBO” (Cibinong Botanical), dressed in a vest, boots, and a hat featuring a Gandaria fruit motif, and accessorized with a lake pin and the official logo. The design was deemed highly suitable based on evaluations by management, and it was implemented on physical products such as souvenirs and plush toys, as well as digital media in the form of Instagram story templates.