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6th UNICA PR & Communication Workshop Sapienza Corporate Identity and Digital Graphics System Daniela Vingiani & Riccardo Tacconi 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 1 Sapienza Corporate Identity Project • A brand is a collection of images and ideas representing an istitution: more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. A brand is a symbolic embodiment of all the information connected to a company, product or service. • The corporate identity (or brand identity or visual identity) is a system which allows to apply the brand to different communication supports (from writing paper to the website, from visit cards to video-products). It is a tool which makes the source of communication easy to recognize. • Sapienza started to use a unique visual identity in 2006. 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 2 The Cherub 1 (Church of Sant’Ivo alla Sapienza) 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 3 The Cherub 2 (main Campus) 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 4 The Minerva 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 5 Historical Logos 1700 ca. 1933 1926 1933 6th UNICA PR & Communication Workshop anni ’30 1938 anni ’30 1945 06/06/2016 anni ’40 Pagina 6 Logos In Use Before the Project 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 7 Logos of the Faculties (examples) Facoltà di Studi Orientali 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 8 Logos of Departments and Centers (examples) Dipartimento di Caratteri dell’Architettura, Valutazione e Ambiente Centro Ateneo per la Ricerca sulla Formazione e sull'Innovazione Didattica Dipartimento di Fisiopatologia Medica 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 9 Logos of the University Hospitals 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 10 Resume of the pre-existent situation 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 11 Comparison: Universities in Rome Università Pontificia Urbaniana 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 12 Comparison: Universities in Italy 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 13 Comparison: International Universities 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 14 Comparison: Restyling of University logos 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 15 Design of the New Logo: Collection of Existing Symbols Symbol used Cherubino of the Church in Saint Ivo alla Sapienza in the 18 th century Old registered Logo 6th UNICA PR & Communication Workshop Minerva in the graduation diploma 06/06/2016 “Minerva” statue of Arturo Martini Pagina 16 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 17 Projecting the New Naming Università degli Studi di Roma “La Sapienza” Sapienza Università di Roma 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 18 Projecting the New Brand: the Final Result 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 19 6th UNICA PR & Communication Workshop Elements 06/06/2016 Pagina 20 6th UNICA PR & Communication Workshop Elements 06/06/2016 Pagina 21 6th UNICA PR & Communication Workshop Elements 06/06/2016 Pagina 22 Designing the Brand Architecture: the Pre-existing Situation Dipartimento di Caratteri dell’Architettura, Valutazione e Ambiente 6th UNICA PR & Communication Workshop Brand architecture 06/06/2016 Pagina 23 Designing the Brand Architecture: the Final Result 6th UNICA PR & Communication Workshop Brand architecture 06/06/2016 Pagina 24 Before the Brand Revolution 6th UNICA PR & Communication Workshop Forms design 06/06/2016 Pagina 25 After the Brand Revolution 6th UNICA PR & Communication Workshop Forms design 06/06/2016 Pagina 26 6th UNICA PR & Communication Workshop Forms design 06/06/2016 Pagina 27 6th UNICA PR & Communication Workshop Branding 06/06/2016 Pagina 28 6th UNICA PR & Communication Workshop Branding 06/06/2016 Pagina 29 6th UNICA PR & Communication Workshop Branding 06/06/2016 Pagina 30 6th UNICA PR & Communication Workshop Comunication 06/06/2016 Pagina 31 6th UNICA PR & Communication Workshop Comunication 06/06/2016 Pagina 32 6th UNICA PR & Communication Workshop Comunication 06/06/2016 Pagina 33 6th UNICA PR & Communication Workshop Comunication 06/06/2016 Pagina 34 6th UNICA PR & Communication Workshop Comunication 06/06/2016 Pagina 35 6th UNICA PR & Communication Workshop Comunication 06/06/2016 Pagina 36 Creating a New Claim: Tradition and Innovation Il futuro è passato qui 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 37 Il futuro è passato qui 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 38 Il futuro è passato qui 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 39 Il futuro è passato qui 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 40 Il futuro è passato qui 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 41 Il futuro è passato qui 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 42 Il futuro è passato qui 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 43 Il futuro è passato qui 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 44 6th UNICA PR & Communication Workshop Forms design 06/06/2016 Pagina 45 Sapienza 2010 Complete lack of homogeneity and inadequate use of the brand 2006 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 1 Sapienza 2013 Homogeneity for over 400 websites including web portal in English and websites of laboratories, libraries, professors, workshops, courses sites etc. 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 2 Sapienza 2013 Homogeneity and use of adequate branding 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 48 Corporate Brand Guidelines Sapienza logo It must be used consistently in the proper, approved forms. The style of an identity system, declined in all its forms, has the objective of keeping recognizable and defined the character of the brand of an organization, a service, a project Sapienza logo is built on a rectangle divided modularly. The modular scanning defines the exact location of the elements and allows you to define the compliance area . 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 49 Corporate Brand Guidelines The Sapienza logo: which do I use? PROGETTI – Il marchio verrà composto con il cherubino Sapienza affiancato il nome del progetto, editato con il font Sapienza maiusco Il nome del progetto dovrà includere il nome Sapienza posto a chius essere più lungo di 22 caratteri spazi inclusi (e Projects In addition to the brand architecture of faculties, departments, centers and other internal structures a particular brand architecture was designed for special projects The label is composed of Sapienza cherub together with the name of the project Descriptor goes beside Sapienza logo Sapienza font uppercase and small caps . The name of the project must include Sapienza in its title; It will not be longer than 22 characters including spaces ( excluding the word Sapienza ) . 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 50 Corporate Brand Guidelines Visual The visual is an additional icon that represents values, objectives or the specific function of a structure, a project or a University event. It does not constitute the institutional identity and does not replace Sapienza logo 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 51 Corporate Brand Guidelines Visual • The visual can be used on websites as a specific image • It should be clearly differentiated from the logo • It can not therefore contain or reinterpret its elements 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 52 Visual identity Corporate typefaces: Sapienza font Developed specifically for the University logo It is also used to compose trademarks and descriptors of first class structures and projects with derived brand It can never be used to create other logos for second level structures. Arial is used, in weight bold and regular, in all digital materials and to compose the headlines of courses , masters , professors’ web pages etc. and all other cases not contemplated in the official brand architecture. 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 53 Visual identity Color Sapienza web identity system allows the use of 13 colors divided in institutional and complementary colors. All the colors shown in this table are web safe. The institutional colors are the basis for every web product and can be integrated with complementary colors. Colori Complementary colors are attributed to certain types of sections of the institutional webportal. These colors can be employed within web products for example for differentiating macroareas or icons. 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 54 Visual identity Headers Headers are required to include a university logo PORTAL ML H60px – English version font Arial 10pt - Menù target font Arial bold 14 STRUCTURES ML H45px – Descriptor font Sapienza SC 14/17pt – Menù primo livello font Arial bold 10max11pt bold 14 PROJECTS ML H60px – Menù primo livello font Arial bold 10max11pt 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 55 Visual identity Headers GENERIC ML H45px – Descriptor font Arial regular e bold 14/17pt – Menù primo livello font Arial bold 10max11pt - Menù servizio font Arial bold 11 SERVICES ML H60 px - Menù di servizio Arial bold COURSES ML H60px– Descriptor font Arial regular e bold 13/16pt – Menù primo livello font Arial bold 12pt 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 56 Head Alignments Sapienza first-level structures use a tested Sapienza font. The alignment composition is different than the brand usage in printed materials. Depending on the extent of the structure’s name the composition can be from 1 to 3 lines. The same alignment criteria is maintained for second-level structures heads with descriptor in Arial font. 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 57 Paging Grid Sapienza websites must adopt one of the following layout cages . PORTAL / STRUCTURES / PROJECTS AS INFORMATIVE WEBSITES The cage is always on 3 different columns. It must be used by Faculties, Departments , Research Centers, Museums and Libraries . Projects should be evaluated on case by case basis, depending on their nature. 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 58 Paging Grid PROJECTS / SERVICES / MANAGEMENT The cage is always on 2 columns, where the child can be placed either on the right or on the left. 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 59 Other elements Lists, buttons, banner These are some examples of predefined elements for digital use 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 60 Other elements Menu items, tables … 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 61 Icons Sapienza icons must be built on a shared modular squareso that the compliance area is respected 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 62 Icons A set of already designed icons 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 63 Mnemonic system Sapienza uses a mnemonic system to identify apps and services. It’s a scalable solution, one that is easy to learn and read, and it doesn’t require a fresh learning curve with each product revision. 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 64 Social network 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 65 Thank you! 6th UNICA PR & Communication Workshop 06/06/2016 Pagina 66