They say the 3rd one is a lucky charm — Brandient wins a new Red Dot Award for Loginro brand design
Bucharest and Singapore, November 2021
Exciting news indeed from the Red Dot Design international competition — our branding project Loginro, launched earlier this year, has been rewarded with a Red Dot Design award — this being the third time Brandient receives this prestigious accolade.
The project was commissioned by the local leading professional services company Brainspotting, specialised in hiring and headhunting IT talents, with a vision to create a digital platform, more than a marketplace for jobs, as a place capable to build an IT e-community, aiming at re-gaining the Romanian IT talents and eventually positioning Romania as an IT destination for techies.
The brand design, inspired by the name, is driven by a custom-developed typeface derived from a binary code of zeros and ones. The smart element are the ligatures linking the digits in order to create the letters — as meaning-creators, the ligatures are conveying the brand’s mission to create links and synergies within the tech community.
The custom typeface becomes the brand’s fingerprint and proprietary voice: all keywords set in it become simple yet memorable key visuals advancing Loginro’s both humanistic and commercial agendas.
The Loginro brand design is the result of the collaboration between Cip Bădălan, Design Director, who developed the concept and logo design, and Ciprian Robu, Senior Brand Designer, who developed the identity program and its creative applications.
Red Dot is one of the most coveted design awards — some regard it as the most objective and prestigious in the industry — that each year recognises world-class ingenious and professional design solutions. This year, Brandient was recognised as a winner in the Brands and Communication Design category.
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 Red Dot
Red Dot is one of the world’s largest design competitions — organized since 1955 by Design Zentrum Nordrhein Westfalen in Essen, Germany, and led since 1991 by Professor Peter Zec, who introduced the red dot label in 1992. Its three disciplines — product design, brands and communication design, and design concept — draw around 18,000 entries a year from more than 70 countries, judged by independent expert juries.
About LoginRO
LoginRO is the cause brand for Romania’s “brain regain” — initiated by the tech-talent firm Brainspotting to position the country as a credible destination for young technology professionals, its name a call to action: log in to Romania. Brandient created the brand in 2020; the identity earned Brandient’s third Red Dot in 2021: the LoginRO case.