On the identity of the new political movement
Bucharest, April 2018
We were honored to contribute pro-bono to the creation of the identity of the country project Mișcarea România Împreună, and we thus find ourselves alongside all the honest, competent, well-intentioned and patriotic Romanians who want to live in the Romania of the 21st century.
A few landmarks of the brand, for the correct information of the audience:
Why is it a country project, and only then — a political one?
The coagulation of a movement with a national agenda and a national vision, led by principles of integrity, morality and competence, is a national event and not one of the political circle.
After 28 years in which the political class has been exercising practices that are incorrect and damaging for the country, institutionalizing a corrupt type of relationing, and after the more recent attempts of the politicians in power to decouple themselves from the justice applicable to us all, there is no other solution than the regrouping of the many and honest into a movement that puts Romania back on the right path.
The group behind Mișcarea România Împreună is not made of politicians, but of professionals recognized in public and private fields, with a relevant experience of administration and governance — experience which in 2016 materialized into a lesson given to the “governants by profession” reproduced by the political parties over the last 28 years.
The ideology of Mișcarea România Împreună is simple: a change for the better, benefiting the entire Romanian society, can no longer be made today through imposition, through the “good-will” of a party that “gives something” in order to be voted, but only through a collaborative action joined by as many Romanians with good intentions for their homeland as possible; they will not vote to have crumbs thrown at them from the table of the “chosen”, but will vote to be offered a healthy context in which they can create prosperity for their families and their communities.
Why a Movement, and not a Party?
The degradation of the political class over the last three decades has also eroded the meaning attached to the word “party”. The need to attract as many people as possible who are bound not by “party” or “personal” interests, but by interests of national good, of national construction and commitment, is better expressed by “movement” than by “party”. A movement is not of the right or of the left, but is dedicated to a vision and to a clear set of values, in the name of an ideological, economic and social progress.
Why is the short version of the party’s name “Împreună” and not an acronym?
Because Împreună is the pure DNA of the group that generated this movement, and was used as such ever since the beginning of 2017 in the phrase “Schimbăm România Împreună”.
Because it is a movement. And Împreună — as the shortened version of the verbal identity, is a call! And — yes, we know it is not in the outdated dogma of the political category of shortening through an acronym, but we want nothing static in this brand!
And, above all, we understand how hard it will be for such a call to impose itself in the Romanian collective mind, anthropologically convinced for so many hundreds of years that Romanians are not capable of solidarity and of împreună!
Why the RO+ symbol?
Because împreună means an addition — of people, of efforts, of destinies, and this addition is the very spirit of this movement.
The RO+ symbol is not only the visual approach of the name, but also offers an exceptional strategic mechanism of clear and popular communication, for anyone. A “plus” needs no explanations, it is not a metaphor, but a simple notion within anyone’s understanding.
Why this visual identity?
A movement means a lot of decentralized communication. The identity for a movement requires entirely different instruments than one conceived for a classic party (which speaks top-down). Here are just a few examples:
— Why create a symbol — as long as symbols lose their traction in the direct peer-to-peer communication on WhatsApp and Facebook Messenger — when we can create an intelligent and scalable monogram, RO+, easy to insert by anyone in the texts of their messages?
— Why center on a telegraphic abbreviation, typical of the Romanian political landscape, dry, emptied of emotion, when we can use a short name loaded with meaning, Împreună — easy to chant and with punchline value when used as a hashtag?
But perhaps the most important question we asked ourselves was: Why stand frozen in the norm, when the essence of this party is to create a new political class and a new way of doing things — when the stake is change itself?
What comes next?
An attempt, of each of us who care about their homeland, about themselves and their families, to accept that at the national level, any project has chances and a future only if it is supported împreună by all those who have nothing left to lose but their very destiny in Romania.
We, the people of Brandient, thank the founding group of Mișcarea România Împreună for the chance to contribute to this new beginning for Romania.
Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. With a proven experience of large-scale projects in emerging markets, Brandient delivers innovative branding solutions, especially to entrepreneurs and technology companies.
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.