TVR: A new flag for Romania's public TV channels

New: Umbrella brandmark, and station signature system, for TV Romania
(Societatea Romana de Televiziune)

Launched: June 11, 2004

Story in brief:
TVR is Romania's PBS (public broadcasting system). Three channels serve its primary mission, to meet needs commercial TV doesn't: TVR1 handles news, technology, and social issues of broad interest; TVR2 does more personal and family programming, and TVR Cultural does the arts. A fourth channel, TVRi (for International) handles TVR's second mission, drawing from the other channels to broadcast Romania's best to the rest of the world.

Problem was, TVR looked like four unrelated entities. Dependent on public support, TVR needed to be better understood and respected, and sought this in clearer common branding. Color coding sufficiently preserves the three local channels' individual presences, while the parent and the International channel are appropriately wrapped in the blue-red-gold colors of the Romanian flag.
Romanian identity consultant Brandient (led by Aneta Bogdan) served Nicolau with confidence and wisdom, but for design he turned to the UK's English & Pockett and its specialized broadcasting expertise.

Credits:
CEO - Valentin Nicolau
Dir Mktg - Anca Gheorghe
Identity counsel - Brandient
Identity design - English & Pockett

First Impressions:
The 'R' solution has drawn some criticism within the Romanian design community (as a sometimes weak on-screen presence, perhaps evoking a snail... a cheap shot but amusing). But in balance I think it works well, both functionally and expressively. It's clearly an R, "Romanian and proud," but not just a boring letterform, an R with flair. In its three-color version, it helps rebrand the entire nation. Strategically, I have to believe this more unitary branding will add up to greater public awareness, respect and support for the entity and its management.
Mission accomplished.