PERANCANGAN GRAFIS EKSPERIMENTAL DALAM BRAND IDENTITY FASHION APPAREL SEBAGAI UPAYA PELESTARIAN ADAT MINANGKABAU UNTUK DEWASA MUDA

• Main Author: Rossa Ananda, Florencia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55918
• Institution: Institut Teknologi Bandung

Songket Minangkabau is one of the attractions owned by Minangkabau and has become an identity for its people. The decorative motifs listed on each product have various meanings that adhere to the good norms taught by the Minangkabau tradition. Songket cloth itself is usually only used in traditional events, making Songket Minang rarely used due to the fact that many of Minang people have gone abroad and finally their culture begins to fade. Along with young adulthood which is believed to be a period of searching for identity, the author tries to reintroduce the Minangkabau people about their origins through experimental graphic design carried out on songket fabric motifs and applied to fashion apparel brand identity in order to preserve Minangkabau culture. The research was conducted using the review of literature method, review of visual method, and observation. Experimental graphic design in the fashion apparel brand identity is expected to be one of the ways to preserve Minangkabau tradition for young adults.