Brief / Redesign the Visual Identity of the University of Bologna Museum Network (SMA) and apply the new designs to a Digital Product

簡介/重新設計博洛尼亞大學博物館網絡(SMA)的視覺識別，并將新設計應用于數字產品

Period / Mar 2020 — June 2020

期間/ 2020年3月-2020年6月

語境 (Context)

SMA (Sistema Museale di Ateneo) is a network of fourteen museums and collections belonging to the University of Bologna, the oldest university in the Western world. Its diverse collections were born as a result of teaching and scientific research activities carried out since its foundation. The museums and collections differ in size, content, and character; most of them are in the city center of Bologna, while the two collections related to the department of Veterinary Medicine are located in Ozzano dell’Emilia, 20 km from Bologna.

SMA(Sistema Museale di Ateneo)是十四個博物館和藏品的網絡，隸屬于博洛尼亞大學，這是西方世界上最古老的大學。 自成立以來，通過開展教學和科學研究活動，誕生了它的各種收藏品。 博物館和藏品的大小，內容和特征各不相同； 它們中的大多數都位于博洛尼亞市中心，而與獸醫科有關的兩個收藏品位于距離博洛尼亞20公里的Ozzano dell'Emilia。

問題 (Problem)

The overall interest in the University Museum is quite low from the students and almost inexistent from tourists and citizens of Bologna. One of the main reasons is that the institution suffers of a really poor and confusional communication.

學生對大學博物館的總體興趣很低，而博洛尼亞的游客和公民幾乎沒有興趣。 主要原因之一是該機構的交流確實很差且混亂。

提案 (Proposal)

A dynamic visual identity made of a main logo representing SMA and 14 related logos representing each collections and originating from the main logo. Colors and shapes are meant to be appealing for a younger audience, as well as the AR app, designed to be an accessory for the collections.The goal is to aim to an audience far from the ideal one, in order to attract new visitors and keep the actual audience satisfied; following the so-called Paradox of Specificity (Alan Cooper, 2004).

動態視覺識別由代表SMA的主要徽標和代表每個系列的14個相關徽標組成，這些徽標源自主要徽標。 顏色和形狀以及適合作為收藏品附件的AR應用程序旨在吸引年輕的觀眾，其目標是使目標受眾遠離理想的受眾，以吸引新的訪問者和使實際觀眾滿意； 遵循所謂的特異性悖論 (Alan Cooper，2004)。

處理 (Process)

戰略 (Strategy)

The module has been created from the abstraction of a single book made into a rectangle and repeated 14 times, as a representation of a system made of multiple subjects.

該模塊是根據抽象成矩形的單本書創建的，并重復了14次，以表示由多個主題組成的系統 。

The modules change their position in the two-dimensional space in order to create new sub-logos representing the collections.

模塊在二維空間中更改其位置，以創建代表集合的新子徽標。

Each sub-logo is made of the same 14 modules, that never change dimensions.

每個子徽標由相同的14個模塊組成，這些模塊永不更改尺寸。

樣機 (Mockups)

The intent is to show how the identity works in different situation and when to use the main logo rather than those of the individual collections and vice versa.

目的是顯示身份如何在不同情況下工作以及何時使用主要徽標，而不是各個收藏中的徽標，反之亦然。

AR應用程序概念 (AR app concept)

The second and final part of the exam was to create a digital product to use as an application of the visual identity. I developed a simple concept in line with the brand identity project; I’ve used the LUMA Institute Concept Poster as a starting point.

考試的第二個也是最后一個部分是創建一個數字產品，用作視覺識別的應用程序。 我根據品牌標識項目開發了一個簡單的概念； 我以LUMA Institute概念海報為起點。

The final product is an app with two functions:

最終產品是具有兩個功能的應用程序：

• Collect and resume the main infos about the collections
  收集并恢復有關集合的主要信息
• Give more informations, in a visual way, using an AR function
  使用AR功能以視覺方式提供更多信息

The big problem to solve is that the objects exposed can result boring or static, for a non-expert public.

要解決的最大問題是，對于非專業人士而言，暴露的對象可能會導致無聊或靜態 。

The end user + job story format has been really helpful in order to imagine a simple and clean simulation of how this app could be used.

最終用戶+工作故事格式對想象如何使用此應用程序進行簡單清晰的模擬非常有用。

End user: Digital native teenagers, casual visitors of the University Museum Network

最終用戶 ：數字原生青少年，大學博物館網絡的休閑訪問者

Job Story: When I’m visiting a museum, I want a simple, stimulating and up-to-date interaction, so that I can appreciate in the best way possible all the exposed objects and leave with a good consideration of the institution that I’ve just visited.

工作經歷 ：當我參觀博物館時，我想要一個簡單，刺激和最新的互動方式，以便我能以最佳方式欣賞所有暴露的物體，并充分考慮我所居住的機構剛剛去過。

The final design is made following the rules of Material Design.

按照材料設計的規則進行最終設計。

The prototype has been created with Figma and tested with Figma Mirror for Android.

該原型是使用Figma創建的，并已通過Android版Figma Mirror進行了測試。

Unfortunately the animations were not smooth, due to a problem of connection, but it worked well in terms of usability.

不幸的是，由于存在連接問題，動畫不流暢，但就可用性而言效果很好。

Some comments were made on the too specific copywriting used in some sections, that can result as a pain point for non-expert or younger audience.

對于某些部分中使用的過于具體的文案撰寫了一些評論，這可能會給非專業人士或年輕觀眾帶來痛苦。

可持續發展與訪客體驗 (Sustainability and Visitor Experience)

One of the biggest problem of the current management of those museums is that they are somehow left to themselves; so I decided to close my project with some additional thoughts about this: we live in a saturated world of digital products and good looking designs, where the holistic thinking results essential if we want our designs to survive the rapidly changing environment, in which they “live” in.

這些博物館目前的管理中最大的問題之一就是它們以某種方式留給了他們自己。 因此，我決定以其他一些想法結束我的項目：我們生活在一個充滿數字產品和精美外觀的世界中，如果我們希望我們的設計能夠在瞬息萬變的環境中生存，那么整體思維的結果必不可少。住在。

I decided to think about a template for a timeline, with some actions to be taken in the right months compared with the amount of visitors, that should guarantee the survival of the offer.

我決定考慮一個時間軸模板，并在適當的月份內與訪問者數量進行比較，以確保報價的生存。

Moreover, it is essential to be proactive in peripheral fields, like the engagement, data analysis, consistency of the touchpoints, storytelling etc… in order to deliver a complete and pleasant experience.

此外，必須積極參與周邊領域，例如參與度，數據分析，接觸點的一致性，講故事等，以便提供完整而愉悅的體驗。

我能做得更好嗎？ (What can I do better?)

• Manage tasks better, in order to have more time for final testing
  更好地管理任務，以便有更多時間進行最終測試
• Keep records of the preliminary steps (rough ideas, sketches, brainstorming etc…)
  保留初步步驟的記錄(粗略的想法，草圖，集思廣益等)
• Respect good practices on Figma while building the prototype
  制作原型時要尊重Figma的良好做法

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