Gentica
A magic bird for the Romanian Diaspora
A diaspora is, by nature, scattered, busy and often wary of home-country institutions — money raised abroad has a way of disappearing into causes no one can vouch for. Gentica, a charity founded by Western European citizens of Romanian descent, set out to gather the Romanian diaspora — especially in Europe — behind Romanian projects and development. The brand’s job was to make a dispersed, skeptical audience feel like one people with a shared stake, and to earn the trust to act on it.
Brandient created the name and identity, pro bono. Gentica is coined from the Latin gens / gentis — tribe, people — fused with the Getae, the old Thracian tribes of what is now Romania: shared ancestry made the bond. Beneath the wordmark sits the rallying line United for Romania.
The identity is deliberately aspirational and dual-readable — a swirling, multi-colored mark that can be seen at once as a magic bird in flight and as a converging pool of many contributions becoming one.
Brandient took the engagement pro bono — a contribution to the cause rather than a commission — and the mark went on to be published in Michael Evamy's logo (Laurence King Publishing, London, 2007), one of the reference volumes of international identity design.
Client:
Gentica
Industry:
Social Impact, Culture and Education
Project type:
New brand creation
Date:
2006
Services:
Brand Name, Narratives and Voice
Logo and Visual Identity Program
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