Kajian estetika atas karya desain komunikasi visual dilakukan atas hasil proyek-proyek desain identitas visual dari studio desain Pentagram, salah satu studio desain grafis berorientasi branding yang paling sukses dan ternama di dunia. Tiga studi kasus identitas visual yang dikaji yaitu identitas visual MTV World Creative Studio (perusahaan media), MIT Media Lab (laboratorium penelitian universitas), dan Saks Fifth Avenue (toko retail fashion). Kajian estetika akan dilakukan berdasarkan dua sudut pandang kacamata teoritis klasik, yaitu teori ekspresi dan formalisme. Dapat disimpulkan bahwa pada umumnya logo-logo atau identitas visual Pentagram yang sudah dikaji memiliki kualitas estetis yang variatif, tergantung dari sudut pandang kacamata teoritis yang diambil.

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Jamu is an Indonesian traditional health beverage, but among young people it is deemed out-of-date and a drink for old people. These images take form because young people only get minimal exposure to jamu and because there are modern beverages that they prefer. In this project the theme of information about jamu will be presented in the form of a digital comic, because the interest of reading textbooks among young people has been gradually diminishing and they prefer reading entertainment books, such as comic books. This project uses literature study and interview study. The literature study is conducted to get information about the theme and the design theories that are going to help with the process of designing the project. The interview study is carried out to know more about the image of jamu among young people, which in turn helps with the script writing and the process of making the digital comic. The final product of this project is a motion comic. Visual research study and keywords are adjusted to the target audience of this project. The result of the research is used as a guidance in the while process of making the digital comic, from the pre-production to the post-production process. This paper focuses on discussing about the application of several design theories in the motion comic project

Motion comics are known for their implementation of animation in static comics, but the goal of the animation itself is rarely thought about. Some use animation in comics just for the sake of creating a moving comic, without really thinking about the strengths animation can bring. Understanding the concept of timeframing and the seven characteristics of a motion comic will help improve the use of animation in a motion comic.

One of the conceptual artists of postmodernism, Barbara Kruger, is known for her work that combines visual images with text to convey criticism of social issues directly to society. One of the most famous works that she has is "Untitled - I Shop Therefore I am (1987)" which is a form of criticism of the issue of consumerism. In 1994, Supreme arrived, which had a logo in the exact same style as Kruger. Ironically, the brand actually had ideas that ran counter to the original purpose of Kruger's work. Therefore, this paper aims to deepen the knowledge of how to properly adapt a reference work in a new work based on analytical methods; especially to explore a work that has a considerable influence on society. The analysis method used in this paper is qualitative analysis through literature sources. There are three steps of analysis used in this paper. First, a study of postmodernism design style is done as the theoritical viewpoint. Then, qualitative investigations of form, content, and context were conducted on “I Shop Therefore I Am” artwork and Supreme brand logo design. Lastly, a comparison of creative process between both design was done to formulate results. The analysis result shows that there were critical views of how the Supreme logo designer adapt Barbara Kruger’s design. The conclusion reveals directions for graphic designers in doing design references. Keywords: Post-Modernism, Barbara Kruger, Consumerism, Supreme Brand AbstrakSalah satu seniman konseptual pada zaman postmodernisme, Barbara Kruger, dikenal dengan karyanya yang menggabungkan gambar visual dengan teks untuk menyampaikan kritik terhadap isu sosial secara langsung pada masyarakat. Salah satu karyanya yang paling terkenal adalah “Untitled - I Shop Therefore I am (1987)” yang merupakan sebuah bentuk kritik terhadap isu konsumerisme. Pada tahun 1994, hadirlah muncul brand fesyen Supreme yang memiliki logo dengan style yang identik dengan gaya Kruger. Ironisnya, merek tersebut justru memiliki gagasan yang betentangan dengan tujuan awal dari karya Kruger. Oleh karena itu, makalah ini bertujuan untuk memperdalam pengetahuan tentang bagaimana cara yang benar saat mengadaptasi karya referensi dalam sebuah karya desain. Metodologi analisa yang digunakan adalah dengan menggunakan analisa kualitatif berdasarkan sumber literatur. Untuk mencapai tujuan tersebut, pembahasan akan dilakukan dengan beberapa tahapan. Pertama, dilakukan kajian gaya desain post-modernisme sebagai sudut pandang konteks sejarah yang diambil. Lalu dilakukan investigasi form, konten, dan konteks atas karya “I Shop Therefore I Am” serta logo brand Supreme. Terakhir, dilakukan perbandingan antara kedua pendekatan proses kreatif. Hasil kajian menunjukkan adanya pandangan kritis terhadap bagaimana desainer logo Supreme mengadaptasi desain karya Kruger. Kesimpulan kajian menghasilkan arahan-arahan bagi desainer grafis dalam proses referensi karya desain. Kata Kunci: Post-Modernisme, Barbara Kruger, Konsumerisme, Brand Supreme