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6th UNICA PR & Communication Workshop
Sapienza Corporate Identity
and Digital Graphics System
Daniela Vingiani & Riccardo Tacconi
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.
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Pagina 2
The Cherub 1 (Church of Sant’Ivo alla Sapienza)
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Pagina 3
The Cherub 2 (main Campus)
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Pagina 4
The Minerva
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Pagina 5
Historical Logos
1700 ca.
1933
1926
1933
anni ’30
1938
anni ’30
1945
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anni ’40
Pagina 6
Logos In Use Before the Project
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Pagina 7
Logos of the Faculties (examples)
Facoltà di Studi Orientali
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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
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Pagina 9
Logos of the University Hospitals
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Pagina 10
Resume of the pre-existent situation
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Pagina 11
Comparison: Universities in Rome
Università Pontificia
Urbaniana
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Pagina 12
Comparison: Universities in Italy
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Pagina 13
Comparison: International Universities
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Pagina 14
Comparison: Restyling of University logos
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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
Minerva in the
graduation diploma
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“Minerva” statue of
Arturo Martini
Pagina 16
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Pagina 17
Projecting the New Naming
Università degli Studi di Roma
“La Sapienza”
Sapienza Università di Roma
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Pagina 18
Projecting the New Brand: the Final Result
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Pagina 19
Elements
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Pagina 20
Elements
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Pagina 21
Elements
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Pagina 22
Designing the Brand Architecture:
the Pre-existing Situation
Dipartimento di
Caratteri dell’Architettura,
Valutazione e Ambiente
Brand architecture
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Pagina 23
Designing the Brand Architecture:
the Final Result
Brand architecture
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Pagina 24
Before the Brand Revolution
Forms design
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Pagina 25
After the Brand Revolution
Forms design
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Pagina 26
Forms design
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Pagina 27
Branding
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Pagina 28
Branding
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Pagina 29
Branding
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Pagina 30
Comunication
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Pagina 31
Comunication
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Pagina 32
Comunication
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Pagina 33
Comunication
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Pagina 34
Comunication
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Pagina 35
Comunication
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Pagina 36
Creating a New Claim: Tradition and Innovation
Il futuro è passato qui
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Pagina 37
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Pagina 38
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Pagina 39
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Pagina 40
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Pagina 41
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Pagina 42
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Pagina 43
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Pagina 44
Forms design
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Pagina 45
Sapienza 2010
Complete lack of
homogeneity and inadequate use of the brand
2006
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Pagina 1
Sapienza 2013
Homogeneity for over 400 websites
including web
portal in English
and websites of
laboratories,
libraries,
professors,
workshops,
courses sites etc.
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Pagina 2
Sapienza 2013
Homogeneity and use of adequate branding
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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 .
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Pagina 49
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 ) .
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Pagina 50
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
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Pagina 51
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
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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.
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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.
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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
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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
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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.
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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.
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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.
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Pagina 59
Other elements
Lists, buttons, banner
These are
some
examples
of predefined
elements
for digital
use
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Pagina 60
Other elements
Menu items, tables …
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Pagina 61
Icons
Sapienza icons must be built
on a shared modular
squareso that the
compliance area is respected
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Pagina 62
Icons
A set of
already designed icons
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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.
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Pagina 64
Social network
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Pagina 65
Thank you!
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Pagina 66

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