Thirteenth International Conference on Design Principles & Practices

Abstract

The transformation involving public university organizations emphasizes the strategic role of communication design as a tool and lever for the definition and enhancement of renowned institutional identities. In this direction, the Italian University of Ferrara (Unife) has started a re-branding process. The presentation illustrates the context of Italian university’s communication in general and the case study, the procedures and outcomes of the project. The multidisciplinary research and activities (involving communication design, marketing, and digital strategies) are emphasized, in particular, on the convergence between the brand strategy and the new coordinated image, built on the design of a new visual identity. The attention and tension of communication strategy to establish a strong relationship between the institution and its reference public, is built and supported through both the “expressive” and “informative” part of communication, also transmitted through the tools of graphic design, for projecting and expand the institution’s quality and values. The practical project, applied to the Unife’s case study, combines the traditional form of coordinated image, aimed to identify and create recognisability of the organization, and components of variability, assimilated from dynamic identities, in order to assure a real and effective systemic brand identity.