Press Release · Bucharest, August 14, 2012

Rebranding of leading Romanian office supplier RTC

Brandient conceptualized the new brand platform and designed the new visual identity for the no.1 local player

The new visual identity of RTC office supplier

The new visual identity of RTC office supplier.

At the end of 2011, the international investment fund Oresa Ventures acquired RTC—the high performance, absolute sales leader of offices supplies distribution and services in Romania—and consequently wanted to infuse the brand with new vision and organizational spirit.

The need for a new brand identity and for internal engagement programs was driven by the main objective of regaining leadership in reputation and improving internal efficiency in order to better serve the customer. Brandient proposed a sustainable and relevant brand idea that revolved around the RTC’s main competitive advantage, promising full-range, smoother, easier servicing for the clients. The new brand slogan “Have a good day at the office!” would infuse the organization with a strongly assumed customer driven behavior.

The nutshell of the promise, revolving around easiness and simplification generated a minimalistic visual approach supported by a rich and versatile use of light colors.

“Written in a small but sure cap and framed in a simple and clear form, the logo talks about the way RTC makes the clients’ life easier; the wide portfolio is suggested by the colon that is a visual metaphor for a potentially infinite range of products.”

—Ciprian Badalan, Senior Designer Brandient

The new visual territory and rhetorics were applied on main communication vectors while the brand experience was strengthened through several brand engagement sessions with top and middle management.

RTC is the leading player in office supplies distribution and services in Romania. With an extended range of over 4000 selected products in the catalogue and over 6000 items within the portfolio, fully available through an 8000 sqm ultramodern warehouse facility, RTC promises to its clients the most extended portfolio of products on the market with the biggest variety of brands and the best level of customer servicing.

For more details, please see the RTC case study here.

Brandient is the award-winning brand strategy and design company with offices in Bucharest and Singapore. With a proven track record in difficult and emerging markets, we deliver innovative branding solutions with a focus on technology-related areas.

Branding is a powerful management tool in the quest for value: have a look at our case studies to see strategy and design at work for our clients.

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Press resources

COMUNICAT DE PRESA Brandient a conceptualizat platforma de brand si a redesenat identitatea vizuala pentru RTC, liderul categoriei in distributia de papetarie si birotica.

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PRESS RELEASE Brandient conceptualized the new brand platform and redesigned the new visual identity for RTC, the office supply no.1 local player.

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[IMAGE 1] RTC KEY VISUAL RTC appointed Brandient to conduct its rebranding process, with a strong focus on the internal engagement of the employees.

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[IMAGE 2] RTC POSTERS The new friendly, services-driven business spirit of the brand was put under a simple, minimalist identity, completed by a versatile use of light colors.

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