Food for thought‘[...] do not think that good design can make a poor product good, whether the product be a machine, a building, a promotional brochure or a business man. But [...] good design can materially help make a good product reach its full potential. In short, [...] good design is good business.’
Thomas J. Watson Jr., IBM CEO

Proud as I can be: Brandient 101 — The book

March 28, 2010, 1:47 AM

Later note: even if it is filed in the ‘Book reviews’ category, this is not one in itself — it is more of an announcement of the book’s launching, as I was involved in it too.

Rarely have I been so proud to be a designer as I am now. Two days ago, Brandient launched “Brandient 101”, the first book dedicated to Romanian brand design (limited edition of 101, signed).

I’ve been part of more than a handful of projects presented in the book, all of them being great experiences, from which I’ve learned a lot — the more difficult, the bigger the challenge and, of course, the reward. Working at Brandient for the last 3 years has been the real school that formed me as a designer (a brand designer, to be more precise, or a communication designer, as Mr. Erik likes to say), learning from and with my colleagues on all occasions, stressful or not (I found out over the years that the bigger the pressure, the faster you learn & work — of course, too much pressure is never a good thing, but one can never underestimate a designer’s ‘magical’ ability of pulling the ship around on the right track while the client is already ringing at the door :P) .

The book is designed by Cristian -Kit- Paul, Brandient’s Creative Partner, one of the best Romanian designers and also a great photographer — definitely follow him on Kit·blog. He’s also a very skilled speaker, another example that being a great designer is not only about drawing well-thought logos & identities, but also about explaining them, about promoting design as a business tool and last but not least, about teaching and inspiring the others.

But enough with the raves, here it is:

and some sneek peeks inside:

One of Brandient's boldest projects

The first spread presents Dedeman, the largest DIY retail chain in Romania (having surpassed Praktiker by € 3mil last year). Its rebranding has been awarded a Rebrand “Best of Awards” in 2009 and is one of Brandient’s largest and most challenging projects ever — coming up with solutions that would work on 18 different giant stores is really something, trust me. The last spread presents Verida, a non-banking financial institution specialized in mortgage credits, for which I’ve designed almost everything, including the logo. For the rest, you’ll have to get it and see for yourself — or browse Brandient’s website (major redesign and portfolio update should be our next step, time permits).

The book is available at Carturesti Verona in Bucharest for 99 lei (aprox € 25) and it’s also available online on the Carturesti online shop (unfortunately, there’s no english version of the website and I don’t know if they ship worldwide).

The official details:

Brandient is proud to announce the launching of “Brandient 101”, the first book dedicated to local brand design, bringing together 101 corporate or product graphic identities created by the company during its first eight years of existence:

Brandient 101
Award winning corporate identities, category leading packaging capable of catching both the eye and the heart of the hurried shopper, brand strategy problems solved by design.

• 101 graphic identities created by Brandient between 2002 and 2010;
• Limited edition of 101, numbered and signed by Aneta Bogdan;
• Bilingual edition in English and Romanian;
• 224 pages, hardcover, full color;
• ISBN 978-973-0-07554-0.

Available starting 24 march, until the 101 are sold—only at Carturesti flagship bookstore in Verona St., Bucharest. If you want one, you’ll have to hurry up.

Please see the press release for more.

Finally, here’s the poster anouncing the book:




Hello, I have a small question, are you making the design workshop footage public? I would really like to see it again if possible.

Btw congrats for the speech. Inspiring.

Have a nice week.

Thank you Dragos, I’m glad it was interesting. Branding and design is often talked about, being quite ‘trendy’ lately, but, unfortunately, few know what they’re talking about.

We’ll post the video online soon, so stay tuned ;)


A great post for great results. Congrats for all of them! ;)

“communication designer” – well said

Thanks Adrian :)

Communication designer sounds cool indeed, however, I do think that it’s not the best name and I suspect that Erik is using the term just to differentiate himself from the others. Graphic design is what we do, eventually, communication design sounds more like engineering rather than drawing :)

I know graphic design is a bit over-used and it has lost its status over time (especially with the rise of the PC-powered graphic design), but it’s what we do and we should be proud of it.


I think we do more than graphic design. :)
We bring concepts.

Graphic design is about concepts. It is only because of the internet era that graphic design as a profession has lost so much of its status. Think of the time of Paul Rand or Müller-Brockmann, they were just as respectable as any famous architect — becoming a graphic designer wasn’t just about installing Illustrator or Photoshop on your computer.


What about graphic communication? I think this is the best way of explaining graphic design.

I do think that nowadays, graphic design has become a very broad term. It is hard to say that a typeface designer, a brand designer, an information designer and a book designer are all the same. And very hard to believe that somebody, nowadays, can do all that with equal dedication.

One word, that I absolutely love and would love to call myself one day, is typographer. Unfortunately, this can’t be fully translated in romanian.

This is exactly what I was talking about. ‘Graphic Design’ used to mean all these bits, like branding design, information design, book design, poster design, record design and so many other specializations (however, type design is something quite different).

Nowadays, ‘graphic design’ is such a broad term, used by so many people, that us, as trained professionals, can’t rely on it anymore, unfortunately. So we have to come up with such names as “communication designer”, “brand designer” and so on.

I’d really like to have “Graphic Designer” back. I don’t know if it’s possible, though. Maybe just in countries with a long tradition (NL, UK, DE and just a few more).


Btw, before you’re long gone :D can you release the presentation footage? :) I would like to see it again.


Uff, I’m no longer with Brandient, since last week. The best thing you could do is write on Brandient’s Facebook page, they should give you a better answer. Sorry I can’t help.


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