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OVERVIEW

UniCredit is a major international financial institution with 25 million clients globally.
Nascent designed the concept and guidelines for an integrated brand language for static & web infographics and data visualization, and created solutions for motion design and video communication.
To suit different communications materials and platforms across UniCredit, three different styles were developed: Corporate, Real Life and Cartoon, all flexible and in line with the corporate identity.

DELIVERABLES

Visual Identity Design / Infographic / Illustration

INDUSTRY

Financial

GENERAL DESIGN CONCEPT

In order to create a coherent and distinctive visual brand language, the basic building blocks that characterise the new visual language for info design were derived from UniCredit’s existing brand identity; the logotype, colour palette, icons and typography. Every communications output from tutorial videos to info graphics and data visualisations had to be unequivocally reflective of UniCredit and needed follow three principles; Engaging, Informative and Simple.

We designed a flexible system constructed of three different communication styles, which can be used across different communications channels.

  • ISTITUTIONAL STYLE
    Graphic and visual representations of charts, corporate information and statistical data.
  • REAL LIFE STYLE
    Real life images enriched by infographics and data visualisations.
  • CARTOON STYLE
    Cartoon illustrations especially made to make complex topics easy to understand and friendly.

 

INSTITUTIONAL STYLE

The insitutional style is adapted for static and motion visual representations of charts, corporate information and statistical data. It can be used in any context in which data or other information needs to be presented in a simple and accessible way. The style is particularly suitable for corporate publications and documents such as power point presentations, annual reports, technical documents etc., but also suitable for all B2C communications materials such as the inside pages of BTL brochures, CIB tombstone ads, corporate publications and magazine content.

*Data are presented for illustrative and indicative purposes only

*Data are presented for illustrative and indicative purposes only

REAL LIFE STYLE

Real life style integrates infographics with photographic images to create a more connective and emotional impact and engaging story. It’s a perfect fusion between emotional and rational components. Real life style is suited for commercial purposes such as B2C communication materials (BTL, digital and videos), but also works in institutional or corporate presentations and documents. It has an emotional & convincing style and is less instructional than the corporate style.

CARTOON STYLE

Illustration is an engaging way to tell stories that transmit relevant insights for customers. The use of cartoon illustrations to make complex topics friendly and easy to understand creates a more engaging audience journey. It’s simple and friendly and is particularly suited for motion animation.

CHARACTERS DESIGN

The UniCredit characters are designed to appear realistic and human for customers to better identify with them. The characters’ faces are designed with simple lines and geometrical shapes, while the bodies have more natural curves for an increased realistic look & feel. Simple geometrical facial designs allow characters to be customised easily. We designed different characters including family members and characters from different age and cultural backgrounds.

UNICREDIT VISUAL & INFO DESIGN STYLEGUIDE

We also made a style guide manual for the graphical styles to be used for any piece of information design by UniCredit. The manual 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 printed, digital and video communication materials. It can be used to ensure that a strong and consistent brand image is maintained throughout all forms of internal and external static and motion visual design.