A TOWER OF ENERGY
Brand Situation
Largely seen as a troublesome and useless inheritance of the communist years, Romanian state-owned companies have become less visible after 1990, due to their inefficient business models, rigid organizational structures and complex relationship among stakeholders. The Romanian Radio-Communications Society (also known as SNR) has been supporting national telecommunications for more than 50 years and being a player of strategic importance for the market, it refused to be classified as such. Consequently it made a step forward, in an attempt to redefine its identity and image, with the specific aim to refer from now on only to the future.
Active in an extremely competitive field, both from technological and marketing point of view, SNR decided this is the moment to try and consolidate its way to a top position in Romanian telecommunications. SNR hired Brandient to help the company revitalize its brand and redesign its corporate identity.
Brandient’s Approach & Solutions
Internal brand audit showed that the organization needs a clear and credible set of values, to balance the past reputation with the new business vision, based on the need of competitiveness and performance.
The new identity was built on the unique resources and competences of the company – its impressive infrastructure, its state of the art technology, and its professionals specialized in broadcasting services.
Because more names of the organization were being used at the same time (SNR, Romanian Radio-Communications Society and Radiocomunicatii SA) Brandient proposed a new verbal identity, memorable and easily pronounceable. It derives from the old name and relates to the business field: Radiocom.
The company is an incontestable leader in Romanian broadcasting, being the supplier of the national television and radio stations, with a coverage of over 98 percent of the country. Having expressed the specific wish to expand the business into telephony and Internet, the positioning proposed by Brandient (« Broadcasting. Data. Telephony») became a sustainable and credible positioning for the company.
In order to support the competences and aspirations of Radiocom, Brandient has designed a modern logo, which breathes technology and supports the idea of progress. The visual identity of Radiocom represents a wave field optically forming a tower, a construction aspiring to development, maturity/advance, and performance. The logo lines are perpendicular, communicating power, credibility and stability, while the green colour reinforces the idea of credibility and closeness. The new identity of Radicom was launched during 2005 edition of CERF, where Brandient also contributed to the design of the company booth.
The identity clarification and image revitalization offered the needed energetic support for the evolution of the rebranding project toward the organization and its culture.
