Romanian Rugby Federation
Designed by Brandient
Brandient partner Mihai Bogdan tells the story:
"It seems that what goes around, comes
around, in this case in a good way. Earlier this year, CEC Bank (our
2008 client) came to tell us they are sponsoring the Romanian
Rugby Federation and the national rugby team and to ask whether we
would make a pro bono rebranding of the team's identity. We took a
quick decision when we met the people - mostly former rugby players
- and we were charmed by their warmth, drive and good humor. They
are living proof of the saying that rugby is a hooligans' game
played by gentlemen, while football (that is, soccer) is the other
"The difficulty, however, came from the
challenge to design something unique, yet starting from Romanian
Rugby's very common but traditional symbol: the oak leaf, which
understandably they wanted to keep.
"But often, such struggles make a good
design. In this case we were delighted to create a solution that
keeps the whole equity of their old symbol, but in a really
differentiating form and also somehow 'owning' the game. The oak
leaf embracing and embedding the rugby ball is unique and
unmistakable. It also got them excited to implement it by the book
(a rare treat, even from our paying clients).
"Even better, as good things come sometimes in pairs, the new
identity worked like a lucky charm. We launched it November 4, and
on November 27 the team qualified for the World Cup in New Zealand
by defeating Uruguay in a play-off match. Thousands of people
(including ourselves) cheered with tears until we lost our voices in
the National Stadium.
"Although we did not get any money for this
project, it qualifies as one of our most rewarding so far and it
proves the power of pro bono for both parties."
Identity planning and design -
Managing Partner Aneta Bogdan, Creative Director Christian 'Kit'
Paul, Partner Cristian Petre and Senior Designer Bogdan Dumitrache
Heading for New Zealand...