Palas Iasi, the leading real estate project in the northeast of Romania, commissioned Brandient to design the appropriate visual expressions and graphic platform.

Bucharest, December 2011

The project, envisioned by the owner Iulian Dascalu, is implemented by Iulius Group, the largest developer and operator of malls and commercial centers in Romania and one of the premier real estate developers in Eastern Europe. Palas Iasi project is one of a kind in Romania—a grand private investment exceeding 260 million Euros, that will create more than 4000 permanent new jobs around a city-in-the-city approach comprising residential, commercial, entertainment and business developments.

The idea behind the design was inspired by the client's requirements to convey a sense of complexity and urban sophistication. The design speaks about a cosmopolitan setup and a certain joie de vivre, in a contemporary fashion. The new logo and visual manifestations are meant to sustain a modern brand and to inspire both the city's residents, the company's employees and business partners.

The logo is built around the rich royal history of the city, treated with a modern heraldic approach, and maps through colors and symbols all specific functional areas of the real estate portfolio in order to generate a possible meta-logo.

—Ciprian Badalan, Designer Brandient

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 Iulius and Palas Iași

Palas Iași is Romania’s first mixed-use urban development — a complex of some 270,000 square meters built around the Palace of Culture in Iași, inaugurated in 2012 on an investment of about 265 million euros by Iulius Group, the developer founded by Iulian Dascălu in 2000 that became the country’s largest domestic mall owner-operator. Brandient created the Palas brand in 2010: the Palas Iași case.