Brandient drew Vodafone’s logo for under-20s as a fist bump you can read as a word
Bucharest, May 2015
For YOU, the sub-brand Vodafone Romania launched in March 2015 for the under-20s, Brandient turned a gesture into a logo. The brand spoke to a young audience drifting from classic offers — built on a sense of ‘gang’ camaraderie and a digital lifestyle — and its identity came from the gang salute itself, the fist bump: the letters Y-O-U and the outline of a clenched fist fuse into a single graffiti-signature mark, so you read both the word and the salute at once.
The idea was gestural branding — a symbol that works the way Facebook’s “Like” does, standing for friendship, sharing and belonging — extended into an unconventional TV-and-photography platform built on the same gesture.
Brandient is the brand strategy and design company, multi-awarded internationally, with offices in Bucharest and Singapore. With proven experience in large-scale projects in emerging markets, Brandient delivers innovative branding solutions, especially to entrepreneurs and technology companies.
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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.