UniCredit is a major international financial institution with strong roots in 17 European countries and an overall international network present in approximately 50 markets, over 7,500 branches and 143,000 employees.
Nascent deﬁned the general concept and guidelines for integrated brand language for static & web infographics and data visualization as well as solutions for motion design and video communication.
The new concept is coherent with the UniCredit identity and flexible among the different target and communication pieces developed in 3 styles: institutional, real life and cartoon.
Visual Identity Design / Infographic / Illustration
The static and motion information design concept started from the basic elements of the UniCredit’s brand identity (shapes, colours, icons, typography, images and other distinctive elements from the communication format), in order to create a coherent and distinctive visual brand language.
The basic building shape that characterize the new visual language is derived from the UniCredit logotype. The design is simple but has a unique appearance that characterises the icon system, the information graphic elements and the illustrations.
Institutional style concerns static and motion visual representations of information, data or knowledge. It can be used in any context in which you have to present data and information in a visual and simple way. For example in institutional and corporate publication and documents (power point presentations, annual reports, technical documents,…) but also in all B2C communications materials (inside pages of BTL brochures, corporate pubblications, internal and external magazines).
Real life style integrates infographics with an engaging story which comes to life through copywriting and photography. This style can be used in any context in which you have to present data and graphs, it is enriched by real life images and scenes to create a more fascinating and emotional impact. The purpose is to tell a strong and engaging story that is supported by data. It’s a perfect fusion between emotional and rational components.
The real life style is suited more for commercial purposes, for B2C communication materials (BTL, digital and videos), but also for institutional or corporate presentations and documents.
The cartoon style uses cartoon illustrations to make complex topics friendly and easy to understand. Illustration is an engaging way to tell stories that derive from relevant insights for customers. The cartoon style can be used to explain complex topics or processes in a visual, simple and friendly way, for example tutorials and “how to” guides (video and printed). The cartoon style is particularly suited for motion animation.
The UniCredit’s main characters are designed to seem realistic and human so customers can identify with them. The characters’ faces are designed with simple lines and geometrical shapes, while the bodies have more natural curves to have an increased realistic look & feel. Simple geometrical facial designs allow characters to be customised easily. We designed different characters include family members, characters from different age and cultural backgrounds.
Finally we design a styleguide manual for the graphical styles to be used for any piece of information design by UniCredit. In particular, the document contains a set of tools and rules regarding colours, fonts, page types, graphics, illustrations and narrative elements to act as guidelines for the production of coherent printed, digital and video communication items (tutorial videos, infographics, data visualisations).
The aim is to ensure that a strong and consistent brand image is maintained throughout all forms of internal and external static and motion visual design.