Andronic and Partners
One name, not two — turning a problematic "x" into the brand’s signature "and"
When a young Bucharest business-law firm came to Brandient, it had launched with an identity meant to feel witty and fresh — an "x" set between the founder’s surname and "Partners." The intent was modern; the effect was confusion. The mark could be read two ways, so the firm was effectively trading under two names at once. Its wider language, the website above all, looked more like a tech startup than a serious legal practice, pulling the brand out of its own category.
Brandient’s first move was a judgment, not a layout. A law firm’s brand is no longer just a name and a logo. In this category, reputation is built by the people behind the firm and by a value proposition the wider legal community accepts as genuinely valuable. So the visual language of law has to project trust, stature and expertise — closer to high-level consultancy than to the experimentation of technology. Measured against that, the firm’s identity was working against it, and the troublesome "x" was the most visible symptom.
From that diagnosis came one disciplined idea. Inventing a new name would have thrown away the reputation the founder had built over two decades, and would have demanded far larger budgets to establish a fresh name in clients’ minds. So Brandient anchored the brand in the founder’s surname — a built-in safety net for awareness and authority — and resolved the "x" once and for all. The written name settled as Andronic and Partners.
Strategically, the firm was repositioned as a business-law consultancy — a legal strategist that sits closer to the client’s business than a lawyer conventionally does, pairing high-level legal expertise with open, genuinely human relationships, at home in both disrupted and established markets. The promise narrowed to a simple duality — hard knowledge, soft skills — carried by three values: unquestionable integrity, perfectionism and responsiveness, and a tone of voice that is assertive without being cold. The narratives kept returning to one human truth: behind each client there is a person. The brand line landed as business law for transformative times.
The decisive move was to turn the original problem into the brand’s signature. The connective "and" — once the source of the confusion — became the central module of the identity, and the rest of the visual system was built from it. The element that had split the brand in two now held it together. Where the firm had spoken in two names and the wrong register, it now has one coherent, category-appropriate face — and its own live site now leads with that "and."
Client:
Andronic and Partners
Industry:
Professional Services
Project type:
Rebranding — Brand Repositioning
Date:
2024
Services:
Brand Audit, Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Corporate ID Program, Digital Design, Brand Guidelines
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