For a business-law firm, Brandient made the logo a signature — literally
Bucharest and Singapore, December 2019
PeliPartners, a name known and respected in Romanian business law, returned to Brandient twelve years after their first collaboration to redefine its brand — and got an identity unlike the legal sector’s usual aesthetic of status: a logo built in the literal shape of a handwritten signature, its ligatures standing for the firm’s idea of collaborative partnership.
„În cei 20 de ani de când activăm pe piață de servicii din România am învățat că pentru a face lucruri de calitate trebuie să lucrezi cu cei mai buni. La acest nivel, în brandingul din România există un nume căruia i te poți adresa: Brandient. Am mai lucrat cu Aneta și Kit acum 12 ani, ei ne știau, și noi îi știam. Noua identitate vizuală ne arată așa cum suntem: maturi, încrezători, dornici de a continua să ne punem amprenta asupra mediului de afaceri din România.”
“In the 20 years we have been active on the Romanian services market, we have learned that to do quality things you must work with the best. At this level, in Romanian branding there is one name you can turn to: Brandient. We had worked with Aneta and Kit 12 years ago — they knew us, and we knew them. The new visual identity shows us as we are: mature, confident, eager to continue putting our mark on the Romanian business environment.”
—Francisc Peli, Managing Partner of PeliPartners
„Am transpus viziunea echipei condusă de Francisc Peli într-o identitate care aliniază numele și promisiunea brandului — cu expresia vizuală. Astfel, PeliPartners celebrează spiritul parteneriatului și al apartenenței, în beneficiul clienților și al echipei interne. Brandul aduce o abordare proaspătă, modernă, nedogmatică, și își permite acest lucru datorită reputației și autorității câștigate în domeniu de echipa fondatoare. În această logică, logo-ul are chiar forma unei semnături, cu ligatură, dorind să transmită autenticitate, implicare, o amprentă personală a grupului uman pe care se va sprijini acest brand.”
“We translated the vision of the team led by Francisc Peli into an identity that aligns the name and the promise of the brand — with its visual expression. Thus, PeliPartners celebrates the spirit of partnership and belonging, to the benefit of its clients and of the internal team. The brand brings a fresh, modern, non-dogmatic approach, and can afford to do so thanks to the reputation and authority earned in the field by the founding team. In this logic, the logo takes the very shape of a signature, with a ligature, seeking to convey authenticity, involvement, a personal imprint of the human group on which this brand will rest.”
—Aneta Bogdan, CEO Brandient
„Colaborarea cu echipa condusă de Francisc Peli e de fiecare dată surprinzătoare pentru că — deși în categoria de consultanță juridică designul de identitate este uzual orientat către o estetică a statusului, personalitatea unică a acestei echipei cere inovație radicală, dincolo de regulile nescrise ale categoriei. Așa că am desenat pentru PeliPartners o identitate-manifest bazată pe un logo flexibil construit astfel încât să reprezinte ideea centrală de parteneriat colaborativ prin repetiții vizuale și ligaturi tipografice. Nu putem decât să le mulțumim că au ridicat ștacheta atât de sus.”
“Working with the team led by Francisc Peli is surprising every time because — although in the legal consultancy category identity design is usually oriented towards an aesthetic of status, the unique personality of this team calls for radical innovation, beyond the unwritten rules of the category. So we designed for PeliPartners a manifesto-identity based on a flexible logo, built so as to represent the central idea of collaborative partnership through visual repetitions and typographic ligatures. We can only thank them for raising the bar so high.”
—Cristian Kit Paul, Founding Partner Brandient
A team specialized in complex projects that call for innovative approaches, the PeliPartners lawyers have a rich experience in varied fields, including mergers and acquisitions, financing, competition, infrastructure & concessions, energy, real estate and corporate law — being involved in some of the most important transactions on the Romanian market of the last 20 years. More details about PeliPartners can be found at www.pelipartners.com.
Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.
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 PeliPartners
PeliPartners is one of Romania’s leading business law firms — founded in 2019 by Francisc Peli, Carmen Peli and Oana Bădărău when PeliFilip, the firm they had co-founded in 2008, divided into two practices. Brandient created the new firm’s brand at the split: the PeliPartners case.