Visual identity for a European Horizon 2020 project on Responsible Research & Innovation
with Formicablu for the European Commission, funded through the Horizon 2020 Programme. 2016
SMART-map is a coordination and support action financed by the European Commission under the Horizon 2020 Programme. Its goal is to co-design and implement concrete roadmaps for the responsible development of technologies and services in three key game-changing fields: precision medicine, synthetic biology and 3D printing in biomedicine.
The project involves industries, research institutions, universities, societal actors and organizations from Germany, Denmark, UK, Italy, Spain, Austria, Hungary and several other countries.
I was asked to design all the visual identity of the project along with all the main graphic material for both printed and digital purposes.
The key challenges of this extensive work lied basically in two very different, yet very connected, areas: the visual language and the complexity of the project structure.
On one hand the European affiliation tends to force the visual design towards predictable and redundant outputs. On the other hand a very concrete set of functional requirements are needed in such a complex context where more than 8 countries must co-operate side by side, in such a broad range of work environments and practical activities, both online and offline. Designing on the edge of aesthetic audacity and functional rigour was key to come up with a solution that can be memorable but also extremely effective in enabling all the day-to-day activities and the dissemination purposes of the project.
An overview of the main visual identity outputs
Analisys and ‘brand’ strategy
The research and analysis work that led to the definition key design concepts
The “Identity Navigator”: a tool to position strategically a brand between competitors and relevant case studies
Visual research on the 3 main fields of the SMART-map project
Main visual identity elements
The SMART-map logo celebrates the interconnections, the hybridizations and the dialogues between different scientific fields,
societal actors, countries and innovation practices.
Main compositions with logo, illustration and backgrounds
3D illustrations modeled in Cinema 4D and rendered in Keyshot
SMART-map official typeface and colors
Editorial and printed material
Some of the graphic tools for dissemination and day-to-day activities
SMART-map project brochure
Web and digital
Full responsive website
The homepage presents in sequence the most important informations about the project. The navigation between the inner pages and the different sections of the homepage are enabled by two different menus: a common horizontal one at the top of the page and a vertical one on the side
Website structure and elements. Four different page types: a. Single homepage with “scroll to” sections. b. Project topic with custom illustrations. c. Internal page with hero header d. Basic internal page
- Aarhus Universitet (Coordinator)
- Közép-európai Egyetem
- Fondazione Giannino Bassetti
- Formicablu srl
- Fraunhofer Gesellschaft
- Instituto de Medicina Genómica
- Manchester Metropolitan University
- University of Manchester
- Zentrum für Soziale Innovation GmbH