Bucharest, Romania— A brand is often represented by the collection of images and/or symbols people associate with a specific entity. The entity can be a product, a service, a person, an idea or some collection of components. Representative imagery, though, invokes all of the key components associated with the entity – a mark of successful branding.

When it first entered the market, the Charm GROUP brand was represented by a good initial logo. In September 2017, Charm GROUP went through an image change, and today the imagery has evolved and is much more encompassing.

“Branding means to polish a brand in order to define it,” said Dragos Costea, CEO of Charm Group. “The logo is the most visible part of a brand, which is why we put a lot of work into ours. This process involved two renowned Romanian graphic designers.”

The necessity of change

“We are part of a market that’s continuously changing, so this rebranding was more than welcome. It is easily recognizable, modern and impactful,” said Madalina Chiuoru, who handles PR for Charm GROUP.

Charm GROUP’s rebranding included several stages, some of which were redrawing the visual identity and mapping and implementing the brand and communication strategies. Its new logo encompasses a classic and elegant style, while reflecting the evolving live-chat space.

Within that space, graphic designers felt the diamond shape represented Charm GROUP best. Their thinking: The word “diamond” originates from the Greek word adamasmeaning “indestructible” — which is how the Charm GROUP concern has been ever since it entered the market.

“We took the best parts from our old logo, and redid it. Now we think it defines us 100 percent,” Chiuoru shared.

Established in 2012, the Charm Studios brand is part of the Charm GROUP business concern. Today, Charm Studios is one of the top-three players in the Romanian live-chat industry and prides itself on winning dozens of industry prizes and awards.