Contributed by Sabina Ionescu for Bucharest-based Brandient.
Indygen is cutting a fresh path in the telecom landscape, it goes beyond telecom — a bold brand dedicated to the young generation of digital natives.
A brand developed with and for the young and cool, a great experience for Brandient, who delivered strategy, naming, visual identity, proprietary typography, vinyl toy design, web design and more for the fresh telco brand.
The name’s 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.
Indygen challenges common knowledge and takes nothing for granted, not even the idea that a SIM card has a certain aspect and comes packaged in a paper envelope. This is why the Indygen SIM card has an aspect different from anything else, and it comes packaged in a brand-property collectable series of urban-warrior-shaped designer toys.
The cardboard package is further playing on the collectible concept, while being also used as a promotional medium.
We designed a custom typeface with three fonts to sustain the “unrest” spirit of the brand, including the trademark “change” symbol as a glyph.
This is the Indygen typeface at work.
The visual identity has been created by Cristian Kit Paul, creative partner, who also coordinated the design team, with senior designer Ciprian Badalan leading the implementation team.
“Why use commercial typefaces when you can create your own? Why go for the bland SIM pack when you can create a collectable designer toy for it? Why have a logo when the style itself can say ‘Indygen?’ This is not the average target, and we set out to design a striking, albeit very simple brand — one able to say ‘Like me!’ to the right person.”
— CRISTIAN KIT PAUL, BRANDIENT
A brand shaped like a youth movement needs a visual expression able to convey the rebellious energy the youngsters carry in their hearts. An integral part of the typeface-based visual platform, the logo expresses the natural spontaneity of the kids as well as their desire to change.
Brandient elsewhere on Identity Designed: Bitdefender.