The Romanian Olympic and Sports Committee (COSR) represents Romania and organises its official teams in the Olympics and other competitions. It recently commissioned Bukarest-based Brandient to develop a new corporate identity, which was revealed recently.
The brand should represent the universal values of sports as well as national character. The brand positioning is summed up as "One Nation, one Spirit, one Team". Despite this, Brandient went gave the COSR two visual identities, one institutional logo that follows the strict rules of Olympic emblems and another more playful one to represent Team Romania. The institutional symbol should resemble both a flag and a podium, combined with the Olympic rings in a frame that resembles an arena.
For Team Romania, Brandient created a dynamic symbol made up of the letters R and O intertwined and made up of patterns that resembles traditional Romanian stitching. It should convey "national beauty, joy, pride, playfulness, friendship and the celebratory emotion of victory".
The core strategy thinking was around balancing the constraints of the task, such as universal charter vs. national representation, as well as addressing the multitude of stakeholders—the athletes, the coaches, the sports federations, organizations and associations, sponsors and public audiences. Also, this identity has many facets and it doesn’t fit into a clearly defined typology—it is at the same time an institutional identity, a franchise identity, an ideology identity, a services identity, and ultimately, the brand is in a prime position to positively boost the national brand.
The strategic decision was to create a two-fold identity solution: the corporate logo keeps in strict harmony with the technical constraints of the Olympic symbols, while the exuberant symbol design for Team Romania is more at liberty to express the national spirit. The brand rhetoric is build around the credo “One Nation, one Spirit, one Team”.
The institutional ("corporate") identity
The revitalization of the old COSR logo provided the institutional (“corporate”) identity manifestation—to be used on official documents and stationery, as well as on sports equipment, pins and other communication materials. The new, proprietary symbol is a modern rendition which resembles both a flag (with the national colors of Romania) and a sports podium, where gold, silver and bronze medalists receive their awards. The full logo comprises of the proprietary tricolor podium, the word ROMANIA and the Olympic rings—all within a frame resembling a sports arena.
The "Team Romania" Symbol
The second manifestation of the identity is the Team Romania symbol, devised to express national beauty, joy, pride, playfulness, friendship and the celebratory emotion of victory. It consists of a capital “R”, intertwined with the letter “O” created by stylized Romanian traditional stitching symbols in the three national colors, in a visual interpretation of a Romanian folk motif, the “hora” dance. The words “Team Romania” make up the vertical leg of the “R”. This identity is to be used mainly on the materials and equipment of the Romanian teams at various Olympic competitions, as well as in communication and marketing materials. Various applications will play on the alternation of the three national colors."