GRAFISK DESIGN -...
Transcript of GRAFISK DESIGN -...
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DI Fødevarer og Landbrug & Fødevarer har skrevet en fødeva-restrategi. Den udgives til politikere og medlemsvirksomhe-der og bruges i forbindelse med konferencer og workshops. Startegien er trykt i 3.000 eksemplarer og bruges b.la. også hos Erhvervsministeriet, Udenrigsministeriet og Miljø- og fødevareministeriet.
CMYK 42-2-26-0 Tint: 20%
CMYK 37-9-69-0 Tint: 20%
ARBEJDSPROCES
Målgruppen er erhvervsfolk og politikere. Strategien henvender sig til det blå og grønne segment. Udstrålingen og budskabet i strategien skal være let og moderne og samtidig professionel og læsevenligt.
Jeg har valgt grøn (L&F) og blå (DI Fødevarer) som primære farver.
Den grønne farve udviser intelligens, loyalitet, miljø og håb. Den blå farve udviser tillid, ro, loyalitet og harmoni.
Farverne er brugt i en tint svingende fra 10 – 80 pct. for at opnå et let og elegant udtryk.
Jeg har anvendt DI’s egne fonte DI Serif og DI Sans.
DI Serif har et klassisk udtryk. Serif danner, grundet dens fødder, en læselinje, som gør den mere læsevenlig. Den anvendes i brødteksten.
DI Sans har et moderne og minimalistisk udtryk. Den anvendes på forsiden og i figurer, da den fungerer godt både småt og stort.
Strategien er trykt i Rives Design 350 g. og MultiDesignOriginal-Natural FSC 130 g.
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Jeg har valgt at starte strategien med et grafisk opslag. Første rentegning, i forbindelse med korrektur, var et klassisk hierarki, men det passede ikke i stilen til resten af strategiens lette og elegante udtryk.
Det skulle være tydeligt, hvilken kategori de forskellige emner tilhører, samtidig med at det skulle opfattes som en helhed.
SAMMENHÆNG
STAMME
GRENE
BLADE
TRÆVISUELT
SYMBOLERE ET TRÆ
VÆK FRA DET TRADITIONELLE
NEMT AT AFKODE
SAMLET
FARVER
TONER
FARVESKIFT
LETHED
OPDELT
LIGHED
FORBUNDET
ORD TRÆ
Lower environment and climate
impact
Impact of global
sustainable food production
Reduction of energy use
Sustainability and environmentTechnology and development
Financial impactConsumers and customers
Food safety and quality
Jobs and exports
Kundens udkast
1. rentegning
6 World-Class Food Innovation towards 2030
Research and innovation converted into future business opportunitiesIf Denmark is to maintain a competitive food clus-ter, a continued need exists for augmented knowl-edge-driven production. A strong public research sector must focus on translating public research and innovation investment into growth and devel-opment in areas such as health, sustainable and resource-efficient production as well as maintain-ing focus on leveraging the food sector up the value chain. Denmark should continue to position itself as an international hub where large international companies place their R&D investments. However, this requires ongoing joint investments in the exist-ing R&D communities. Furthermore, Danish food research and innovation must be based on a strong international collaboration and focus on talent at-traction and retention.
To succeed, we need to prioritize the limited re-search and innovation resources. Therefore, the food industry and suppliers have identified the fol-lowing six key challenges that can be turned into significant business opportunities, if mastered in the right way:
– Supply of high-quality raw materials in a circu-lar economy
– Products for the global consumer
– Food safety 2.0
– Foods for a healthier life
– Efficient and agile production
– Faster and safer to market through utilization of big data.
In the subsequent chapters, the challenges are pre-sented. This is followed by the food industry and suppliers’ view on enablers within research and in-novation, infrastructure and in relation to talent and education. Investing in pre-competitive public-pri-vate R&D cooperation relative to these enablers will help solve the key challenges, and consequently result in job creation and prosperity not just for the food cluster, but also for the Danish society.
Figure: Investing in joint research and innovation in the food cluster will have a substantial impact.
Increased circular economy
Increased exports and market entries
Feeding a growing world population
Self sufficient feed supply
Healthier population
Increased resource efficiency
Fewer recalls, food crises and less fraudCreation of jobs
Lower environment and climate impact
Rural area development
New technologies and services
Increased supply of raw materials
Minimized food waste
Optimized costs
Reduction of energy use
Connection with consumers and customers
Safe and high quality products
Increased revenue
Faster release time for products
Increased no. of start ups
Impact of global sustainable food production
2 WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Fewer recalls, food
crises and less fraudIncreased
exports and market entries
Faster release time for products
Optimized costs
Rural area development
Increased no. of start-ups
New technologies and servicesIncreased
resource efficiency
Increased revenue
Safe and high quality
products
Creation of jobs
FIGURE 1Investing in joint research and innovation in the food cluster will have a substantial impact.
Food safety, quality and technology
Jobs and exports
Financial impact
3WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Connection with
consumers and customers
Reduction of energy use
Increased circular
economy
Minimized food waste
Healthier population
Lower environmental
and climate impact
Feeding a growing world
population
Increased supply of raw
materials
Self-sufficient feed supply
Impact of global sustainable food
production
Consumers and customers
Sustainability and environment
2 WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Fewer recalls, food
crises and less fraudIncreased
exports and market entries
Faster release time for products
Optimized costs
Rural area development
Increased no. of start-ups
New technologies and servicesIncreased
resource efficiency
Increased revenue
Safe and high quality
products
Creation of jobs
FIGURE 1Investing in joint research and innovation in the food cluster will have a substantial impact.
Food safety, quality and technology
Jobs and exports
Financial impact
3WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Connection with
consumers and customers
Reduction of energy use
Increased circular
economy
Minimized food waste
Healthier population
Lower environmental
and climate impact
Feeding a growing world
population
Increased supply of raw
materials
Self-sufficient feed supply
Impact of global sustainable food
production
Consumers and customers
Sustainability and environment
2 WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Fewer recalls, food
crises and less fraudIncreased
exports and market entries
Faster release time for products
Optimized costs
Rural area development
Increased no. of start-ups
New technologies and servicesIncreased
resource efficiency
Increased revenue
Safe and high quality
products
Creation of jobs
FIGURE 1Investing in joint research and innovation in the food cluster will have a substantial impact.
Food safety, quality and technology
Jobs and exports
Financial impact
3WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Connection with
consumers and customers
Reduction of energy use
Increased circular
economy
Minimized food waste
Healthier population
Lower environmental
and climate impact
Feeding a growing world
population
Increased supply of raw
materials
Self-sufficient feed supply
Impact of global sustainable food
production
Consumers and customers
Sustainability and environment
Loven om forbundethed
Skitser af træet
Loven om fortsættelse Loven om lighed
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Afsnittet Forsknings- og innovationsinfratruktur består hoved-sageligt af brødtekst i punktopstilling og ikoner. Kundens ønske var, at en samlet grafik skulle opsummere afsnittet.
Jeg foreslog at forbinde hvert punkt til deres eget ikon. Sammen med konsulenten udarbejdede vi forslag til ikoner til hvert punkt. Punkterne er placeret asymetrisk, så opslaget er i balance. Opslaget giver harmoni, dynamik og liv.
34 World-class food innovation towards 2030
MANUFACTURIN
G
CONSUMPTION & USE
RE
CYCL
ING
33WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Below items cover the relevant infrastructure pertaining to the strategic innovation enablers:
– Maintain and develop state-of-the-art re-search and innovation infrastructure in the area of primary production.
– Maintain the existing level of infrastruc-ture at universities and RTOs to the collab-orative public-private preparedness in case of animal disease outbreaks.
– Establish decentralized bio-refinery facili-ties to, among other things, explore produc-tion of proteins for feed and food as well as
bio-fuels (advanced and conventional). The facilities should be scaleable.
– Develop existing infrastructure at compa-nies, universities and RTOs to characterize quality changes of foods, i.e. changes in the raw materials based on feeding, breeding, management and processing.
– Develop existing infrastructure at compa-nies, universities and RTOs to characterize changes in foods and how components interact on a molecular level. This includes upgrading of NMR facilities, imaging facili-ties and electron microscopy.
Strategien skulle bæres af illustrationer og ikoner. Til inspiration har jeg søgt på:
– Pictogram icons – Flat icons – Outline icons.
Ikonerne er virkelighedstro i både deres udformning og farver.
Food System Elements
Markets & Purchasing
Preparation & Consumption
Resource & Waste Recovery
Food Production
BiomassBio refinery
Distribution & Aggregation
Food Processing
Marketing
Food System Elements
Markets & Purchasing
Preparation & Consumption
Resource & Waste Recovery
Food Production
BiomassBio refinery
Distribution & Aggregation
Food Processing
Marketing
Første rentegning figur s. 3 Anden rentegning figur s. 4
36 WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Maintain and develop cohorts for studies since they are a key epidemiological resource from which hypotheses can be formed.
Continue to develop the infrastructure around biobanks, animal experimental and laboratory facilities in relation to clinical research.
Initiate the FOODHAY – Open Innovation Food and Health Laboratory – as described in the Danish Roadmap on research infrastructure. This will be critical to our ability to remain competitive in an area with increased focus from both consumers and customers. The research infrastructure will increase our understanding of the unique links between raw materials, consumer food products and human health.
Loven om nærhedLoven om lighed
33WORLD-CLASS FOOD INNOVATION TOWARDS 2030
Maintain and develop state-of-the-art research and innovation infrastructure in the area of primary production.
Maintain the existing level of infrastructure at universities and RTOs to the collaborative public-private preparedness in case of animal disease outbreaks.
Establish decentralized bio-refinery facilities to, among other things, explore production of proteins for feed and food as well as bio-fuels (advanced and conventional). The facilities should be scaleable.
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Kunder og forbrugereVirksomhederFødevarer
Fortsat udviklingLabratoriumDyreforsøg
Mennesker
FremstillingInnovation
TestDigitale produkter
BioteknologiForbindelserFødevarervidenskab
GenerForståelse for procesMolekyler
Fødevareproduktion
MolekylerMikroskopPartikler
BioraffineringProduktionFabrikFødevarer
Dyr FødevarerSygdom
Dyr FødevarerSygdom
DyrProduktionPrimær produktion