Bitdefender's rebranding wins Distinction Award at this year's edition of Rebrand 100, the global competition that offers the highest recognition for excellence in brand reconstruction and redesign in the world of business.
Bucharest, March 2012
Brandient wins Distinction Award at Rebrand 100 for Bitdefender rebranding. After a complex rebranding process completed in 2011, the global player Bitdefender repositioned itself due to a breakthrough branding approach delivered by Brandient, the leading Eastern European brand strategy and design company. Bitdefender’s rebranding project won a Distinction Award at this year’s edition of Rebrand 100, the global competition that offers the highest recognition for excellence in brand reconstruction and redesign in the world of business. It is the competition’s most important award won by an Eastern European branding company this year.
The two year long collaboration between the two reputed companies was successfully completed synchronizing Bitdefender’s best product release with Brandient’s heroic design of the Dragon Wolf. Inspired by ancient Romanian history, the symbol of the Dacian wolf was chosen to stand for a flawless product meant to fight the good fight and win all digital wars against malware.
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.
Bitdefender rebranding — short making-of video.
Rebrand 100 gave Bitdefender's rebranding project a recognition akin to the efforts of global giants such as UBS, Cisco and Pfizer.
Brandient is the most and the highest awarded company from Eastern Europe in the history of Rebrand 100, receiving a Best of Award in 2009, for the rebranding of Dedeman , and Distinction and Merit awards for the rebrandings of CEC Bank , Domo , Savana , TVR , Europharm , Patria Credit and Smartree.
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 REBRAND™
REBRAND™, founded in 2004 by Anaezi Modu, created the REBRAND 100® Global Awards — the first juried global recognition dedicated to brand transformation, honoring the world’s 100 most effective rebrands each cycle. Its juries of international business and design executives — Brandient co-founders Aneta Bogdan and Cristian Kit Paul among the invited jurors* — have judged work from more than 61 countries across forty-plus industries; its Hall of Fame inducted Brandient in the inaugural 2015 class, alongside Interbrand and MetaDesign.
*As in all juried competitions, jurors assess only the work of others, never the work of their own companies or any entities they are part of or represent.
About Bitdefender
Bitdefender is a global cybersecurity company of Romanian origin — established in 2001, dual-headquartered in Bucharest and San Antonio, Texas, grown without venture capital and active in more than 150 countries. Brandient’s 2011 rebranding gave it the Dacian Dragon-Wolf — an ancient local symbol of vigilance — carried through a decade of brand and design programs: the Bitdefender case.