6th UNICA PR & Communication Workshop 06/06/2016
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1 6 th UNICA PR & Communication Workshop Sapienza Corporate Identity and Digital Graphics System Daniela Vingiani & Riccardo Tacconi Pagina 1
2 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 Pagina 2
3 The Cherub 1 (Church of Sant Ivo alla Sapienza) Pagina 3
4 The Cherub 2 (main Campus) Pagina 4
5 The Minerva Pagina 5
6 Historical Logos 1700 ca anni 30 anni anni 40 Pagina 6
7 Logos In Use Before the Project Pagina 7
8 Logos of the Faculties (examples) Facoltà di Studi Orientali Pagina 8
9 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 Pagina 9
10 Logos of the University Hospitals Pagina 10
11 Resume of the pre-existent situation Pagina 11
12 Comparison: Universities in Rome Università Pontificia Urbaniana Pagina 12
13 Comparison: Universities in Italy Pagina 13
14 Comparison: International Universities Pagina 14
15 Comparison: Restyling of University logos Pagina 15
16 Design of the New Logo: Collection of Existing Symbols Cherubino of the Church in Saint Ivo alla Sapienza Symbol used in the 18 th century Old registered Logo Minerva in the graduation diploma Minerva statue of Arturo Martini Pagina 16
17 Pagina 17
18 Projecting the New Naming Università degli Studi di Roma La Sapienza Sapienza Università di Roma Pagina 18
19 Projecting the New Brand: the Final Result Pagina 19
20 06/06/2016 6th UNICA PR & Communication Workshop Pagina 20 Elements
21 06/06/2016 6th UNICA PR & Communication Workshop Pagina 21 Elements
22 06/06/2016 6th UNICA PR & Communication Workshop Pagina 22 Elements
23 Designing the Brand Architecture: the Pre-existing Situation Dipartimento di Caratteri dell Architettura, Valutazione e Ambiente Pagina 23 Brand architecture
24 Designing the Brand Architecture: the Final Result Pagina 24 Brand architecture
25 Before the Brand Revolution Pagina 25 Forms design
26 After the Brand Revolution Pagina 26 Forms design
27 06/06/2016 6th UNICA PR & Communication Workshop Pagina 27 Forms design
28 06/06/2016 6th UNICA PR & Communication Workshop Pagina 28 Branding
29 06/06/2016 6th UNICA PR & Communication Workshop Pagina 29 Branding
30 06/06/2016 6th UNICA PR & Communication Workshop Pagina 30 Branding
31 06/06/2016 6th UNICA PR & Communication Workshop Pagina 31 Comunication
32 06/06/2016 6th UNICA PR & Communication Workshop Pagina 32 Comunication
33 06/06/2016 6th UNICA PR & Communication Workshop Pagina 33 Comunication
34 06/06/2016 6th UNICA PR & Communication Workshop Pagina 34 Comunication
35 06/06/2016 6th UNICA PR & Communication Workshop Pagina 35 Comunication
36 06/06/2016 6th UNICA PR & Communication Workshop Pagina 36 Comunication
37 Creating a New Claim: Tradition and Innovation Il futuro è passato qui Pagina 37
38 Il futuro è passato qui Pagina 38
39 Il futuro è passato qui Pagina 39
40 Il futuro è passato qui Pagina 40
41 Il futuro è passato qui Pagina 41
42 Il futuro è passato qui Pagina 42
43 Il futuro è passato qui Pagina 43
44 Il futuro è passato qui Pagina 44
45 06/06/2016 6th UNICA PR & Communication Workshop Pagina 45 Forms design
46 Sapienza 2010 Complete lack of homogeneity and inadequate use of the brand 2006 Pagina 1
47 Sapienza 2013 Homogeneity for over 400 websites including web portal in English and websites of laboratories, libraries, professors, workshops, courses sites etc. Pagina 2
48 Sapienza 2013 Homogeneity and use of adequate branding Pagina 48
49 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. Pagina 49
50 Corporate Brand Guidelines The Sapienza logo: which do I use? Projects 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 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 ). Pagina 50
51 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 Pagina 51
52 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 Pagina 52
53 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. Pagina 53
54 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. Pagina 54
55 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 Pagina 55
56 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 Pagina 56
57 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. Pagina 57
58 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. Pagina 58
59 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. Pagina 59
60 Other elements Lists, buttons, banner These are some examples of predefined elements for digital use Pagina 60
61 Other elements Menu items, tables Pagina 61
62 Icons Sapienza icons must be built on a shared modular squareso that the compliance area is respected Pagina 62
63 Icons A set of already designed icons Pagina 63
64 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. Pagina 64
65 Social network Pagina 65
66 Thank you! Pagina 66
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