Carlotta Barbarino - Monica Vernia
FUSION New Corporate Identity
Course of Identity Design of Cristiano Bottino A.A. 2012/2013
Designed by Carlotta Barbarino, Monica Vernia Book set in Futura Light designed in 1927 by Paul Renner.
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TABLE OF CONTENTS 5
Project background › Brief › Fondazione Cinema per Roma
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Concept › Our Strategy
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Visual Identity › New Logo › Reduction › Colors › Univers Typeface › Our Choice › Images Scomposition › Poster
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Corporate Identity › Invitation › Pass › Brochure › Catalogue cover › Business card › Letter page › Envelope › Block notes › Folder › T-Shirt › Website Home › Mobile App › Cd › Bag › Sign
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Brief
PROJECT BACKGROUND
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Original logo of the Foundation Source: http://www.romacinemafest.it
Project background
BRIEF The goal of the work was to design a complete set of visual identity elements - symbols, logo, colour, typography sistem, and apply them to the related applications, - for our client, the foundation “Fondazione Cinema per Roma.� The aim of Fondation is to propose to an international audience a variety of cultural initiatives embracing and combining cinema, literature, contemporary dance, theatre and music throughtout the year. The visual identity should be organized in a comprehensive and coherent system and should be able to express with his image the various elements and references representing the mission and the values of the foundation. In particular we were asked to apply our proposal to 2 different events, one already done and one upcoming.
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Image of a show in the open theatre at Auditorium parco della musica, Rome Source: http://www.romacinemafest.it
Project background
FONDAZIONE CINEMA PER ROMA The Fondazione Cinema per Roma – established on 13 February 2007 as a joint initiative between the Rome City Council, the Lazio Region, the Province of Rome, the Rome Chamber of Commerce, and the Fondazione Musica per Roma – organizes the International Rome Film Festival, now in its seventh year (9 - 17 November 2012) as well as a series of projects and formats devoted to the arts. Between 2006 and 2011, the event – which is held at the Auditorium Parco della Musica and other venues in Rome – hosted major international premieres and welcomed actors and directors of the caliber of Martin Scorsese, Robert De Niro, Al Pacino, and Meryl Streep, as well as arranging audience events, documentaries, retrospectives, exhibitions, concerts and live performances. And through its film market The Business Street, the Festival reaches out to industry professionals, facilitating the circulation, buying and selling of audiovisual works and supporting independent film production.
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Brief
CONCEPT
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Image of the concept FUSION Source: http://artreact.blogspot.it 2
Image of the GESTALT principle of closing Source: http://www.crearelogo.it
Concept
OUR STRATEGY To develop our approach, we start analyzing the Fondazione Cinema per Roma arriving to highlight two basic points: - The union of the cinema with different arts such as Music, Painting, Photography. - The foundation as a meeting point of different cultures. Based on these elements, we decided to develop our project around the concept of FUSION (put together more elements to create a single one). At this point, we looked for a graphical way that would represent this thought, identifying it in the GESTALT (The perception of the world around us is not simply the sum of elements but a structured system, unit of them) choosing the principle of CLOSED (A object is incomplete, or not completely closed, but the human eye perceives it as closed). 1
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Brief
VISUAL IDENTITY
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Construction of the logo
Visual Identity
NEW LOGO Starting from the idea of fusion we have designed a new logo based, as before mentioned, on the principle of gestalt closure. To accomplish this, first of all, we chose to use the acronym of the foundation, FCR. 1
Here below, step by step, how to build our logo:
We started build the acronym in capital letters in bold size at 84pt
then we copied the three letters and we moved them of 3,25 mm to the right using the same baseline
after, on each, we created outlines to be able to select the shape of each letter, and ungouped them.
Selecting each couple of letters and we did a subtraction of the shapes with the tool of Illustrator “Minus back� in the pathfinder window.
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Image of the logo in the positive version
Visual Identity
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FONDAZIONE CINEMA PER ROMA
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Image of the logo in the negative version
Brief
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FONDAZIONE CINEMA PER ROMA
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Image of the logo in positive version small size
Visual Identity
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FONDAZIONE CINEMA PER ROMA
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Image of the logo in negative version small size
Brief
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FONDAZIONE CINEMA PER ROMA
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Over 6cm 2
Under 6cm 3
Under 3cm
Visual Identity
REDUCTION
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FONDAZIONE CINEMA PER ROMA
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FONDAZIONE CINEMA PER ROMA
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FONDAZIONE CINEMA PER ROMA
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Visual Identity
COLORS We have choose to be inspired by the famous designer and architect A.G. Fronzoni characterized by his minimalistic design, in particular from his use of black and white colors, considered like a methaphor of rationality and culture of the umankind. We also played on the concept of fullness and emptiness of the spaces to reach a minimalistic modern design.
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#000000
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Black
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Visual Identity
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#FFFFFF
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White
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Visual Identity
UNIVERS TYPEFACE It’s a sans-serif typeface design by Adrian Frutiger in 1954, known for its clean lines and legibility at great distances. Different weights and variations within the type family are designated by the use of numbers rather than names, a system since adopted by Frutiger for other type designs. Frutiger envisioned a large family with multiple widths and weights that maintained a unified design idiom. However, the actual typeface names within Univers family include both number and letter suffixes. Currently, Univers type family consists of 44 faces, with 16 uniquely numbered weight, width, position combinations. 20 fonts have oblique positions. 8 fonts support Central European character set. 8 support Cyrillic character set.
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Visual Identity
OUR CHOICE
UNIVERS Light A B C D E F G H I L M N O P Q R ST UV Z XY K JW abcdefghilmnopqrstuvzxykjw 1234567890
UNIVERS Light Condensed ABCDEFGHILMNOPQRSTUVZXYKJW abcdefghilmnopqrstuvzxykjw 1234567 890
UNIVERS Roman A B C D E F G H I L M N O P Q R ST U V Z XY K J W abcdefghilmnopqrstuvzxykjw 1234567890
UNIVERS Bold A B C D E F G H I L M N O P Q R ST UV Z XY K JW abcdefghilmnopqrstuvzxykjw 1234567890
UNIVERS Bold Condensed ABCDEFGHILMNOPQRSTUVZXYKJW abcdefghilmnopqrstuvzxykjw 1234567890
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Typeface Specimen
Visual Identity
OUR CHOICE 1
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Image of inspiration for our grid Source: http://www.massimotalamini.it 2
Image of inspiration for our grid Source: http://www.artegallery.net
Visual Identity
IMAGES SCOMPOSITION To be linked to our concept, we decide to use in the background image an irregular grid by splitting it into fragments and at different levels, to give the idea at the basis of our strategy: the fusion of more parts to create a whole. We decided to make two version of the same grdi, one regular and one irregula to be applyed on different events 1
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Mika Ninagawa Exhibition Source: http://www.repubblica.it 2
Movie “L’Avventura” of M. Antonioni Source: http://www.osullivan60.blogspot.com
Visual Identity
EVENTS We decided to use an event already organized by the foundation, in particular the photographic exhibition of MIKA NINAGAWA in Rome at Auditorium parco della musica on October 2010. 1
The new project we have decide to develop is SCENTS OF CINEMA an event celebrating the Italian Cinema and the sense of smell, programmed in the occasion of Italian Culture Year in the USA, in 2013. 2
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Regular Grid
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Poster, negative version, Mika Ninagawa Exhibition created with the scomposed grid Fonts used: Title and Subtitle - Bold Condensed Description - Light Data - Bold Location - Roman
Visual Identity
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Render of Mika Ninagawa poster Format: 70x100 cm
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Poster, positive version, Mika Ninagawa Exhibition created with the scomposed grid Fonts used: Title and Subtitle - Bold Condensed Description - Light Data - Bold Location - Roman
Visual Identity
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Render of Mika Ninagawa poster Format: 70x100 cm
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Irregular Grid
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Poster, positive version, of Scents of Cinema created with a second version of the grid, more irregular Fonts used: Title and Subtitle - Bold Condensed Description - Light Data - Bold Location - Roman Other Contents - Light + Light Condensed
Visual Identity
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Render Scents of Cinema poster Format: 70x100 cm
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Poster, negative version, of Scents of Cinema created with a second version of the grid, more irregular Fonts used: Title and Subtitle - Bold Condensed Description - Light Data - Bold Location - Roman Other Contents - Light + Light Condensed
Visual Identity
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Render Scents of Cinema poster Format: 70x100 cm
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Poster without images created with the regular scomposed grid Fonts used: Title and Subtitle - Bold Condensed Description - Light Data - Bold Location - Roman
Visual Identity
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Brief
CORPORATE IDENTITY
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Format: 21x10 cm Fonts used: Title - Bold Condensed Description - Light Data - Bold Location - Roman Other Contents - Light + Light Condensed
Corporate Identity
INVITATION
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Corporate Identity
PASS
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Format: 10x21 cm Font used: Titles - Bold
Corporate Identity
BROCHURE 1
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Format: 20x21 cm Fonts used: Titles - Bold Other Contents - Light + Light Condensed Title inside - Bold Condensed Description - Light Data - Bold Location - Roman
Corporate Identity
BROCHURE Back
Inside SX
Front
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Inside DX 75
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Format: 21x29,7 cm Fonts used: Title - Bold Condensed Description - Light
Corporate Identity
CATALOGUE COVER
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Format: 8,5x5,5 cm Fonts used: Name - Bold Condensed Description - Bold Condansed Info - Light Condensed
Corporate Identity
BUSINESS CARD
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Format: 21x29,7 cm Font used: Info - Roman
Corporate Identity
LETTER PAGE 1
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Format: 21x16 cm Font used: Info - Roman
Corporate Identity
ENVELOPE 1
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Format: 14,8x21 cm
Corporate Identity
BLOCK NOTES 1
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Format: 21x29,7 cm Font used: Info - Roman
Corporate Identity
FOLDER
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Corporate Identity
T-SHIRT
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Size: 960x600 px Font used: Subtiitle - Roman
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Corporate Identity
WEBSITE HOME
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Size: 240x320 px Font used: Subtitle - Roman
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Corporate Identity
MOBILE APP
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Corporate Identity
CD
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Font used: Info - Roman
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Corporate Identity
BAG
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Format: 30x60 cm Replace of our longo on an existing sign in Auditorio Parco della Musica Rome
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Corporate Identity
SIGN 1
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