PERANCANGAN ULANG LOGO UMKM PUNYA RASA SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS

The development of opportunities for Micro, Small, and Medium Enterprises (MSMEs) business is increasingly vast and rapid. This condition has resulted in intensifying competition across various business sectors. This is evidenced by the significant number of MSMEs. In 2022, there were 22,430 Micro and Small Industries in Sukabumi Regency. "Punya Rasa" is one of the home-based industries producing fried dumplings that has been growing in Sukabumi Regency. This home-based industry was established in 1990 and is located in Cibolang Girang, Rt. 28 Rw. 06, Cibatu Village, Cisaat Sub- District, Sukabumi Regency. At some point, every company undergoes changes, and "Punya Rasa" has undergone many changes since its inception until now. The changes experienced by "Punya Rasa" include an expansion of the variety of flavors produced, an increase in consumer reach, and an increase in the number of kiosks as outlets for their fried dumplings. Despite all the strengths and changes it has gone through, the current "Punya Rasa" logo is considered aesthetically lacking and lacks a distinguishing feature that sets it apart from similar products. The process of redesigning the company's identity involves a Qualitative Method and creative phases, starting with goal setting, observation, target audience analysis, concept development, literature review, photography, alternative design sketches, computerization, consultation with supervising faculty, client approval, printing, and presentation of the design work. The selection of supporting media for MSMEs is aligned with the company's needs and budget. The chosen media in this design include a stationary set (business card, invoice, stamp, and pen), packaging labels, food menus, employee uniforms, and a Logo Usage Guidebook. It is expected that this initiative will have a positive impact on enhancing brand awareness with the new logo for "Punya Rasa" MSMEs, making it more recognized by the public, and increasing the public's trust in the company.