Introduction

The Scuola Normale Superiore is a university institution with special status that promotes culture, teaching and research in the Humanities and in the mathematical, natural and social sciences, exploring their interconnections and encouraging interactions with the outside world, so as to tackle in a productive and dynamic fashion the themes crucial for the development of a sustainable society.
The coherence of the communication system, the aesthetics and the register by means of which the Scuola Normale Superiore promotes its mission and values, is of extreme importance when presenting itself to the outside world. If the aim of external communication is the dissemination (strategical and planned) of information relating to the activities of the Scuola Normale Superiore Superiore and its mission, and the  promotion and  enhancement of its image, the purpose of an adequate internal communication is to create a community aware of and participating  in vision and values, long-, medium- and short term objectives and the tools set up to achieve all this.
Efficacious communication  – both external and internal  – helps to build for the Scuola Normale Superiore a coherent and cohesive image, an indispensable element in the strengthening of its brand and in the efficacy of its impact, positioning and reputation .

The communication of the Scuola Normale Superiore is focussed on the interests and needs of various stakeholders:

• the community of the Scuola Normale Superiore, in its various components (students, lecturers, researchers and technical and administrative personnel);
• potential students (for the undergraduate and PhD courses);
• the families of future students;
• schools;
• the public;
• the media;
• lecturers and researchers of other higher education and research institutions;
• the Alumni;
• firms and private subjects;
• public and private organisations and institutions, including international ones.

The communication tools used are the following:

• the institutional web sites and those of the structures;
• the SNS social media channels (Facebook, Instagram, Twitter, LinkedIn, YouTube);
• relationships with the media;
• direct promotion materials.

This section of the web site serves as an aid in the understanding of the way in which the communication of the Scuola Normale Superiore is structured and the main aspects by means of which its brand identity is intended to capture and transmit, both visually and verbally, its identity and uniqueness. Moreover, with an understanding of the system laid out in the guidelines the community of the SNS will be able to participate in an aware and creative way in the implementation and enhancement of the brand. The guidelines for communication, social media policy and visual identity establish rules that are to be applied in a rigorous and coherent manner.