The judgement that tattoo is a symbol of evil will never be lost in minds of the Indonesians . Although tattoos have emerged as a form of pop culture among the urban community such as Surabaya, the negative outlook will always be attached to the minds of the public. Moreover, Indonesia is a country that still appreciate the historical phenomena. Events such as ” Petrus Penembak Misterius ” will always be a bad memory for the nation and there will always be plenty of people who consider tattoos as a symbol of evil .
This, resulting a confusion of the younger generation . Certainly there will be people who do not like tattoos. Whether because of moral considerations – religious – social norms they are refusing tattoos tattoos is considered moral damage , risk to health and even been regarded as sin. But for tattoo enthusiasts, it is the essence of tattoo art which is basically a very provocative. This confusion tries to be solved diulik try and processed into a phenomenon that can be given solution.
Through this project by creating a brand about this problem, Empathy tries to appear as the solution. The phenomenon experienced by young people against negative views of tattoo art is trying to be resolved through communication to provide the understanding that tattoos are not the epitome of evil . The tattoo is a personal choice that is not related to the other party. Tattooing is a form of self-expression. The one who know the essecene only the one who create it. Everyone must respect the choice of others to not have or even have a tattoo because the quality of a person is not seen from the number of tattoos on his body.
Brand name selected based on this problem is “empathy.” Brand name was chosen because the meaning of this word . Empathy has a pretty deep meaning and very connect with this project . Empathy is the ability to sense the emotional state of others, feel sympathetic and try to resolve the problem , and take the perspective of others. Through this project , the designer wanted to give you an understanding that a tattoo is not a symbol of evil . In providing this understanding takes the willingness of the target audience to be able to understand from a different perspective , they understand the situation ” if I were you. ” This situation is a form of empathy , not just sympathy . This simple notion inspired the designer to create a brand name called empathy .
For visualization of the brand, the designer determines the logogram using 2 elements of stars to complete the logotyple. Chosen typeface is a typeface BIRCH STD because it can give the impression of a strong and sturdy. Selection of five -pointed stars element because this element has a shape like a person standing on, and if the two are united logo will look like a silhouette of people holding hands. This shows a form of harmony and mutual respect.
designer, flower power, coffee drinker.