Chromic visual identity

Branding and graphic design for a Horizon 2020 European project

CHROMIC is a research and innovation action financed by the European Commission under the Horizon 2020 Programme. The CHROMIC project aims to develop new processes to recover chromium, vanadium, molybdenum and niobium from industrial waste, through smart combinations and new technological innovations. This will help reduce the CO2 emissions of metal production and reduce the environmental impact of its wastes. CHROMIC will contribute to sustainable materials management by recovering resources from waste and avoiding primary extraction.
The project involves 5 research centers, 5 industrial partners (4SMEs and 1 large company) and 1 university from 5 different European countries (Belgium, Germany, France, Slovakia and Italy).
Formicablu is the partner in charge of the communication activities, and as for the SMART-map project, they asked us to design all the visual identity and the visual material for both printed and digital applications. To enrich our design capabilities and add a new perspective in the process we partnered with Roberto Zizza, a graphic designer based in Milan, and worked together on every phase of the project. Our work started by analyzing the structure and the aim of Chromic. Metal recovery from industrial waste, is a very technical goal yet it fosters also very important, non-technical aspects like sustainability and societal trust. The main goal was therefore to develop a visual language able to be both elegant and technical but also very friendly and relatable.

Chromic Visual Identity & Brand Strategy

We studied the visual identities of relevant case studies in the metallurgic field and derived the key strategy for the Chromic identity by trying to position it among different esthetic and intrinsic values.

The moodboard: prototyping the “look and feel” of the brand

Key concepts for the visual identity

Logo and color palette

The CHROMIC logo depicts the highly technological and innovative roots of the project by illustrating a process of particle extraction and material separation. Furthermore, with a circular shape and a very characterized color palette,  it also suggests more profound (and very fundamental) aspects of the project, such its circular and inclusive approach and its deep commitment to environmental sustainability. The logomark subtly forms a “C” shape with the blue segments in the left side of the circle in order to maximize even more the connection between the logo and the name of the project.

Typeface selection

The construction of the logo

The three layouts for the Chromic logo: vertical, horizontal and horizontal with description

The different color schemes of the logo

Visual pattern: a recognizable graphic element to decorate and reinforce the visual identity

The Chromic official illustrations: exploring more elaborated version of the logo

The official Chromic templates

Deliverable & letterhead

Project presentation

We realized a deck of ready to use slides and fully customizable new ones for the presentation template. Designed both for Powerpoint (.ppt) and Keynote (.key)

Chromic scientific poster template

Poster template for Powerpoint and Illustrator

Chromic’s promotional material

The brochure of the project

The roll-ups for event and conferences

The Chromic official website

Visit www.chromic.eu to navigate the full interactive website

Social media channels and custom contents


  1. VITO – Belgium vito.be
  2. MEAM – Belgium meam.be
  3. Orbix – Belgium wwww.orbix.be
  4. formicablu – Italy www.formicablu.it
  5. ARCHE – Belgium www.arche-consulting.be
  6. TUKE – Slovakia www.tuke.sk
  7. HZDR – Germany hzdr.de
  8. BFI – Germany www.bfi.de
  9. FEhS – Germany www.fehs.de
  10. brgm – Francewww.brgm.fr
  11. EWW – Germany www.elektrowerk.de

Project links:

Web: www.chromic.eu

EU reference: cordis.europa.eu/project/

Facebook: facebook.com/chromic.eu/

Twitter: twitter.com/chromic_eu


Go back to all the projects

SMART-map Visual Identity

Discover another visual identity project for Horizon 2020 program