Indygen is new mobile telecommunications brand in Romania, launched earlier this month, that targets young consumers. The brand identity was developed by Brandient in Bucharest.
The name is an abbreviation of "Independent Young Generation", but can also be interpreted as the word indigenous. It is positioned as a movement that helps the young people achieve their personal goals. The visual expression communicates change and spontaneity, in the form of a custom brush stroke typeface and symbol representing change of direction. The symbol also alludes to ribbons that connect people to larger movements, causes.
SIM cards for Indygen don't come in flat envelopes, they are packaged with a set of collectable toys shaped like urban warriors.
"Indygen is an innovative way to build and secure the relationship with young consumers, amid major technological disruption facing the telecom industry. The brand has been created to serve the specific interests, motives, aspirations, challenges and lifestyle of the Romanian youth, and the product behind the brand is more than a new telecom offer, it is a digital platform capable to sustain an ecosystem which will equip the young generation with diverse self-development and entrepreneurial solutions." - Brandient
"Indygen is the name of Independent Young Generation—a brand with the clockwork of an ideological movement. Its primary decoding comes from the English indigene/indigenous (Romanian "indigen"), meaning local, tribe, community, with a twist of "indie" (independent, self-determining, distinct, different, self-developing, free, unconventional, small, etc.). It is another name for "the smartly connected generation", consequently the principal line of the brand.
A brand shaped like a youth movement needs a visual expression able to convey the rebellious energy the youngsters carry in their hearts.
Integral part of the typeface-based visual platform, the logo is expressing the natural spontaneity of the kids as well as their desire to CHANGE.
A custom typeface with three fonts was designed by Brandient to sustain the “unrest” spirit of the brand, including the trademark "Change" symbol as a glyph." - Brandient