The new visual identity of RTC office supplier.
Bucharest, August 2012
At the end of 2011, the international investment fund Oresa Ventures acquired RTC—the high performance, absolute sales leader of office 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.
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About RTC
RTC Proffice Experience is a leading Romanian distributor of office supplies and services — built within the group founded by entrepreneur Octavian Radu in 1990 and long the stationery-market leader. Brandient rejuvenated the brand in 2011–2012, alongside an employee-engagement program: the RTC case.