VISUAL IDENTITY SYSTEM FOR THE NATIONAL RESEARCH COUNCIL'S INSTITUTES OF MARINE ENVIRONMENTAL RESEARCH
CNR – 2020


www.ricercamarina.cnr.it

The CNR (National Research Council) is Italy's largest publicly funded research institute. Established in 1923, it used to act as the Italian Government's advisory body for scientific research and as a fund for financing research grants. Since 1989, the Council has been focusing on research projects, in addition to promoting industrial innovation and competitiveness, international cooperation in research, and technological advancement in general. The shared narration of the Institutes of Marine Environmental Research (ISMAR, IAS, IRBIM) develops against the backdrop of the Council's identity and history.

CORES OF COMMUNICATION

The whole project revolves around the concept of identity, approaching the final goal of an organic identity system from different directions. Our work is centered on three assets, which are the cores of communication for the sector of reference:

RESEARCH

This is the focal point of the project, the core business and the main drive of CNR's Marine Research Institutes. This core of communication encompasses all of the Institutes' projects, technologies, publications, awards and influence, defining their positioning.

KNOWLEDGE TRANSFER

This is the services core, covering all applications of the Institutes' research in society at large. The process of knowledge transfer involves public and private enterprises and foundations, through joint projects sponsored by the European Union, or other forms of co-financing.

MARINE ENVIRONMENT

Seas, oceans, marine life and the impact of human activities are the focus of research and the target of the Institutes' activities. Information and in-depth analysis on the marine environment make up a consistent portion of the communication.

GOALS

The brand identity and communication system we developed for CNR's Institutes of Marine Environmental Research aims at three main goals:

1 PUBLIC RELATIONS – To expand popular appreciation of the Institute's research, by showing how it interconnects to all areas of society, economy, and culture;

2 SYNERGY BETWEEN THE INSTITUTES – To build a shared identity and communication system, underlining how the Institutes' work is interrelated;

3 RELATION TO CNR – To convey a strong sense of continuity with CNR's overall brand identity system.

THE SEA, A SHARED ELEMENT

The work of all three institutes revolves around the marine environment; thus, a common visual element representing the sea was chosen as the basis for each Institute's logo design.

LOGO DESIGN

A circular element, derived from the circumference of the letter C of the CNR logotype, provides the basis for the logo. A texture inspired by the sea acts as a common design element, while variations in the overlying design summarize each Institute's specific mission.

COORDINATED VISUAL IDENTITY

The visual identity system employs variations of the logo in combination with a specific shade of color to characterize each institute, creating harmonious variation within a recognizable common identity and shared narrative frame.

GEOGRAPHICAL DISTRIBUTION

The geographical location of each Institute's branches is rendered in a way that immediately creates the perception of a wider system; a web that covers a territory. Each Institute has a main branch and several local branches, and each peculiar ramification acts as a unique signature.

LANDING PAGE

The creation of a landing page is intended to bring the institutes' activities closer to the community, emphasizing their worth through a clear, simple language. It is a step towards promoting a new understanding of the Institutes of Marine Environmental Research, giving people a clearer perception of their work and its impact on the territory. The landing page also acts as a showcase for the new visual identity, as a channel for exchange with the public, as a tool for scientific divulgation.