SMART-MAP

Visual identity for a European 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 roots of the project tend to force the visual design towards predictable and repetitive 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 of the project.

SMART-map Visual Identity - Fabio Besti Interdisciplinary Design
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

SMART-map Visual Identity - Identity Navigator - Fabio Besti Interdisciplinary Design
The “Identity Navigator”: a tool to position strategically a brand between competitors and relevant case studies
SMART-map Visual Identity moodboards - Fabio Besti Interdisciplinary Design
Visual research on the 3 main fields of the SMART-map project

Main visual identity elements

SMART-map Visual Identity - Logo construction - Fabio Besti Interdisciplinary Design
The SMART-map logo celebrates the interconnections, the hybridizations and the dialogues between different scientific fields,
societal actors, countries and innovation practices.
SMART-map Visual Identity - subidentities - Fabio Besti Interdisciplinary Design
SMART-map Visual Identity - Logo + illustration - Fabio Besti Interdisciplinary Design
SMART-map Visual Identity - Logo + illustration 2 - Fabio Besti Interdisciplinary Design
Main compositions with logo, illustration and backgrounds
SMART-map Visual Identity - 3D illustrations - Fabio Besti Interdisciplinary Design
3D illustrations modeled in Cinema 4D and rendered in Keyshot

Typeface

SMART-map Visual Identity Typeface - Fabio Besti Interdisciplinary Design
SMART-map official typeface and colors

Colors

SMART-map Visual Identity Colors - Fabio Besti Interdisciplinary Design

Editorial and printed material

The research and analysis work that led to the definition key design concepts

SMART-map Visual Identity - Brochure - Fabio Besti Interdisciplinary Design
SMART-map Visual Identity - Brochure 2 - Fabio Besti Interdisciplinary Design
SMART-map project brochure
SMART-map Visual Identity - Stationary - Fabio Besti Interdisciplinary Design
SMART-map Visual Identity - Stationary 2 - Fabio Besti Interdisciplinary Design

Web and digital

Full responsive website

SMART-map Visual Identity Web - Fabio Besti Interdisciplinary Design
SMART-map Visual Identity Web 2 - Fabio Besti Interdisciplinary Design
SMART-map project brochure
SMART-map Visual Identity Website homepage - Fabio Besti Interdisciplinary Design
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
SMART-map Visual Identity - Web Structure & Elements - Fabio Besti Interdisciplinary Design

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

Official presentation

SMART-map Visual Identity - Presentation - Fabio Besti Interdisciplinary Design
SMART-map Visual Identity - Presentation 2 - Fabio Besti Interdisciplinary Design
SMART-map Visual Identity - Presentation 4 - Fabio Besti Interdisciplinary Design

Official presentation

SMART-map Visual Identity - Presentation Template
SMART-map Visual Identity - Presentation Template for Keynote and Powerpoint
SMART-map Visual Identity - Presentation Template for Keynote and Powerpoint

Project partners:

  1. Aarhus Universitet (Coordinator)
    Aarhus, Denmark
  2. Közép-európai Egyetem
    Budapest, Hungary
  3. Fondazione Giannino Bassetti
    Milan, Italy
  4. Formicablu srl
    Bologna, Italy
  5. Fraunhofer Gesellschaft
    Karlsruhe, Germany
  6. Instituto de Medicina Genómica
    Valencia, Spain
  7. Manchester Metropolitan University
    Manchester, UK
  8. University of Manchester
    Manchester, UK
  9. Zentrum für Soziale Innovation GmbH
    Wien, Austria
SMART-map Visual Identity - General illustration - Fabio Besti Interdisciplinary Design

THANK YOU

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