Press Release · Bucharest, September 13, 2011

Bitdefender global rebranding

Under the Sign of the Wolf

The world’s leading antivirus solution embraces a bold new brand identity: the legendary symbol of the Dacian Dragon-Wolf.

Bitdefender rebranding — short making-of video.

Bitdefender is celebrating the successful outcome of a comprehensive rebranding process that caps a decade of anti-malware combat and prepares the global, Romanian-based company for new victories in the increasingly sophisticated digital world.

The need for a new brand identity stemmed from Bitdefender’s success amid fierce competition since its founding in Bucharest in 2001, and its will to deploy its excellent technology at the service of the new digital order to conquer new market segments. The new identity embodies integrity and seamless efficiency — essential qualities of an antivirus industry leader in a world where our real and digital lives increasingly overlap.

Brandient, the leading Romanian brand strategy and design company, was given the tough mission of elevating the brand to the heights of the product. Brandient conceptualized and implemented the strategy, the visual identity, the packaging and brand engagement sessions with the aim to provide Bitdefender business with a valuable growth driver, fitted to the global span of the brand and the exceptional performance of the products.

At the level of visual identity, Brandient armed Bitdefender with a powerful, sharp weapon: the legendary symbol of the Dacian Dragon-Wolf. Half wolf, half serpent, this totemic creature guarded the Dacian people in their wars and has come to stand for invincible defense. The modern interpretation of the ancient symbol completes the brand promise with sleekness, making the brand highly relevant to digital society while clearly asserting its Romanian roots.

Bitdefender 2012 offers sleek, silent defense from threats such as hackers, viruses, and identity theft attacks while meeting demands of computer users who require protection to work 24/7 without interrupting work and enjoyment. Key new features include social networking protection, an Autopilot mode and scan dispatcher to maintain system performance.

Bitdefender looks confidently at the future of digital security and reassures its users that it is permanently Awake in the battle against digital threats.

BITDEFENDER is the creator of one of the industry’s fastest and most effective lines of internationally certified internet security software. Since 2001, Bitdefender has been an industry pioneer, introducing and developing award-winning protection technologies. Every day, Bitdefender secures the digital experience of tens of millions of home and corporate users across the globe. Bitdefender solutions are distributed by a global network of value-added distribution and reseller partners in countries across the world.

Recently, the company has won a range of key independent recommendations in the US, UK and across Europe, including ConsumerSearch, Which?, Stiftung Warentest and Taenk. Bitdefender antivirus technology has also finished top in leading industry tests from both AV Test and AV-Comparatives.

More information about Bitdefender and its products is available from the company’s security solutions press room. Additionally, Bitdefender publishes Malware City providing the latest updates on security threats and helping users stay informed in the everyday battle against malware.

BRANDIENT is the award-winning brand strategy and design company with offices in Bucharest and Singapore. With a proven track record in difficult markets, we deliver innovative branding solutions for the emergent entrepreneurs and companies.

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

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Press resources


BITDEFENDER LOGO Highly abstracted symbol focused on encapsulating the edge and energy of the Dragon-Wolf.

IMG (140KB)Download


BITDEFENDER BRAND AVATAR Half wolf, half serpent, this totemic creature guarded the Dacian people in their wars and has come to stand for resilient defense.

IMG (683KB)Download


BITDEFENDER PACKAGE DESIGN Bitdefender looks confidently at the future of digital security and reassures its users that it is permanently “awake” in the battle against digital threats.

IMG (889KB)Download


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