Brandient sparks national pride via rebuilding core national brands.

Romanian Olympic and Sports Committee

Rebranding of the Romanian Olympic and Sports Committee with a dual identity solution to cater both to the institutional and the marketing needs of the Olympic organisation.

In preparation for the Rio 2016 Olympic Games, and with the impetus of a new and visionary management, the Romanian Olympic and Sports Committee (COSR) commissioned us to rebrand the venerable institution — and this came with a considerably higher challenge and responsibility than our regular branding projects. Just stepping into its second century, the COSR bears a double allegiance: like all National Olympic Committees, it abides by the Olympic Charter and the International Olympic Committee (IOC), while also representing Romania in front of the international sports community. Additionally, especially for Romania, sports have always been a strong pillar of national branding, so this was the spirit with which we approached the assignment.

The core strategy thinking was around balancing the constraints of the task, such as universal charter vs. national representation, as well as addressing the multitude of stakeholders — the athletes, the coaches, the sports federations, organizations and associations, sponsors and public audiences. Also, this identity has many facets and it doesn’t fit into a clearly defined typology — it is at the same time an institutional identity, a franchise identity, an ideology identity, a services identity, and ultimately, the brand is in a prime position to positively boost the national brand.

The strategic decision was to create a two-fold identity solution: the corporate logo keeps in strict harmony with the technical constraints of the Olympic symbols, while the exuberant symbol design for Team Romania is more at liberty to express the national spirit. The brand rhetoric is build around the credo “One Nation, one Spirit, one Team”.

The institutional (“corporate”) identity

The revitalization of the old COSR logo provided the institutional (“corporate”) identity manifestation — to be used on official documents and stationery, as well as on sports equipment, pins and other communication materials.
The new, proprietary symbol is a modern rendition which resembles both a flag (with the national colors of Romania) and a sports podium, where gold, silver and bronze medalists receive their awards. The full logo comprises of the proprietary tricolor podium, the word ROMANIA and the Olympic rings — all within a frame resembling a sports arena.

The “Team Romania” Symbol

The second manifestation of the identity is the Team Romania symbol, devised to express national beauty, joy, pride, playfulness, friendship and the celebratory emotion of victory. It consists of a capital “R”, intertwined with
the letter “O” created by stylized Romanian traditional stitching symbols in the three national colors, in a visual interpretation of a Romanian folk motif, the “hora” dance. The words “Team Romania” make up the vertical leg of the “R”. This identity is to be used mainly on the materials and equipment of the Romanian teams at various Olympic competitions, as well as in communication and marketing materials. Various applications will play on the alternation of the three national colors.

• REBRAND 100® Distinction in 2015.
• Graphis Merit Award for Logo Design in 2016.
• Hiii Profesional Id Bronze Award in 2015.

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