The visual identity of Modlab: graphic design, content management and prototyping.

The object of this work is the construction of a visual identity for the ModLab materials and models laboratories of the Politecnico di Torino. The visual identity is a fundamental tool to effectively communicate to different users the mission, organization and content of ModLab, giving more value and visibility to spaces where new technologies of digital modeling and fabrication are experimented. The objective of the research presented in this contribution is to regulate in an organic way the different elements of communication through the application of a method that provides, following the identification of a demanding system, the design of the following elements: fonts, logos, textures, colors, equipment icons, layout and content management of user manuals and the creation of material samples made using numerically controlled machines. The result of this work is the drafting of a final document containing the visual identity project for ModLab to be made available by all those who work in ModLab laboratories. The originality of this work lies in enhancing the communicative effectiveness and encouraging the identification of ModLab structures within a more complex organization referring to the brand architecture system. The type of brand architecture adopted is the endorsed brand in which each university’s bodies, can act individually in the design of their visual identity always taking into account the rules of use set out within the corporate image of the Politecnico di Torino in relation to the flanking of the logos to the main brand and logotype.