Identitas Visual pada Coffeeshop dan Warung Kopi di Surabaya

Abstract

This paper discusses the meaning of identity which can be constructed into a visual form of Warung Kopi & Coffeeshop which is part of The Wave Culture Of Coffeeshop which can reflect the concept of identity itself between Warung Kopi & Coffeeshop in Surabaya as a private-public space. This research is very unique because the meaning & visual signs that appear in it are able to identify a place according to the demographic & geographic classification of its visitors. The category in this study is included in the realm of visual culture with a qualitative descriptive model, using the semiotic method. The problem read by the researcher tries to answer whether a cultural artifact in the form of a visual identity can describe the concept of a private-public space in the form of a Coffee Shop & Coffeeshop which is determined by the cultural presence of the citizens of Surabaya. In order to achieve this goal, the observation process is carried out by observing & documenting visual identity, then analyzed using the Saussure Visual Analysis Method to find the meaning behind the documentation of the coffee shops produced by the owner. The researcher’s point of view is the main point assisted by references from sources related to the topic in research as a perspective in dissecting the unit of research analysis. The visual methodology is used as an analysis of the existence of branding, typography (text & writing), illustrations/images, equipment, & the overall design of the space. The urgency in research can add to the repertoire of visual culture research which concludes that the existence of private-public places/spaces has an identity that involves physical & social aspects, whereas the City of Surabaya is the study aspect. The coffee shop is closely related to the ‘Arek’ & ‘Cangkrukan’ culture in Surabaya. Warung Kopi is synonymous with a simple & open ‘coffee’ place. Meanwhile, Coffeeshop is synonymous with private public space which is exclusive to the public. The differentiation of these two objects makes this research on visual identity need to be developed further. Because the object in the research object is a cultural artifact that can develop a civilization, so there will always be an ideological element in the visual element that continues to develop following culture & technology. Where the main commodity in it is coffee which is produced, consumed, & developed.