I met architect Constantin Medaru in 2010, when we were colleagues on the European RETINA project (Revitalisation of Traditional Industrial Areas in South-East Europe), focused on urban regeneration. I developed the brand strategy and the ReON umbrella brand identity, while Constantin brought his architectural expertise. That was also when the idea of a collaboration first emerged. 

At that time, Constantin operated under several entities – MED LINE GROUP SRL and MEDARU C. CONSTANTIN BIA. He wrote to me with vision: “I want everything concentrated under a single, strong brand—because right now, everything is in a haze.” Although each project carried his professional signature, the overall image was fragmented. Constantin sought a name and an identity that could unite everything into one clear, coherent, and relevant expression. 

We went through an agile branding process together – from discovery to strategy, and then to the creation of the verbal and visual expression of the identity. I suggested: “I’ll design a general, flexible concept that can adapt and grow over time. It will be elegant, clean, and intelligent—instilling trust and professionalism.” 

MEDARU – The Power of One’s Own Signature 
I saw the solution within the challenge. After immersing myself in the context, I proposed a clear direction: to use his very own name – MEDARU – as a single brand. Short, distinctive, and easy to remember, it maintains a direct connection to the founder and communicates responsibility, authenticity, and personal commitment. It is a name that inspires trust and promises quality, regardless of the challenges. 

An Architectural Symbol 
Brâncuși’s thought guided me: “Architecture is inhabited sculpture,” and interpreted the logo through this lens, like a sculpture, seeking to capture only the essence in a pure, precise form, rich with meaning and ready to be “inhabited” by projects and stories. Constructed from simple yet meaningful geometric shapes, it subtly suggests the M monogram through its structure; the square evokes modularity and rigor; the triangles become cardinal points indicating expansion; and the central red arrow (a shade inspired by passion), pointing upwards, represents aspiration—a visionary “north star.” Appropriate, distinctive, versatile, yet simple. 

The identity was conceived as a flexible system—clean, elegant, contemporary, with a clarity that inspires trust—traits reflecting both architect Constantin Medaru and his colleagues. Over time, the brand grew beautifully, reinforcing MEDARU’s reputation as an architectural firm with vision, capable of blending aesthetics, functionality, and innovation. 

Today, after more than two decades of activity, MEDARU is a community of architects, interior designers, and urban planners working locally and internationally, with a special passion for office spaces and sustainable architecture. This is one of the reasons I invited Constantin Medaru to the PIN Awards jury—for his expertise and contribution to defining modern workplaces. 

Design embodies optimism, and architecture is one of its clearest expressions—each plan, line, and detail opens a window to a better future. Collaborations like the one with MEDARU give meaning to my mission of contributing, quietly but consistently, to positive change in communities and the spaces where we live and work. 

Adrian Mironescu 
Brand designer, Optimism Works