| ApaVital
2010 REBRAND 100 Winners > merit
Industry: Energy and Utilities
Enterprise Rebrand
Country Base: Romania
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - ApaVital S.A. (formerly R.A.J.A.C. Iasi) is the sole provider of water and sewage services, including water treatment, in Iasi County,
(N-E of Romania) with over 1,000,000 domestic, agricultural, commercial and business customers.
With over 1,000 employees, ApaVital covers more than 150 communities with public water utility services.
Challenge - To reposition the organization as it changed status from a Government-owned company to a public company (shareholders are only Local Communities’ Councils).
The new status required an increase in flexibility and responsibility for environmental corporate governance and social issues. There was also increased responsibility for financial aspects and project management issues. The new identity had to reflect these changes.
Strategy - We created a strong identity which incorporated the water droplet motif from the old logo. The shape and orientation of the logotype, which mimics pipelines, references the idea of water distribution. Symbolism is used vividly, directly and effectively. The new logo emanates power and simplicity. Together with the slogan „Life Base” (en), the new identity communicates reliability and accuracy. Modulation capabilities of the brand ApaVital supports the fundamental concept of water (in Romanian, “Apa”) as origin of life. This is one of the reasons for using “Vital” in the name.
Result - The new identity was very well received in the county communities. Employees, authorities and other stakeholders are impressed with the personality of the concept. Soon after the launch, the new brand was assimilated into daily conversation. Public opinion is positive towards the new brand, with expectations for optimistic business results.
Credits:
Client: S.C. ApaVital S.A. Iasi, Romania - www.apavital.ro
Brand Strategists/Designers: Adrian Mironescu, Idegrafo - www.idegrafo.com
Brand and Strategy Consultant: Nucu Florea
Naming - "ApaVital": Adrian Mironescu
Slogan- "Life Base": Nucu Florea
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