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Branding Brussels? Let the people speak!

Imagine getting a chance to brand your hometown. We did exactly that for the Brussels capital region – a complex melting pot of municipalities, languages, cultures, and energy. The challenge was to develop an identity strong enough to create unity yet flexible enough to create awareness about the wide range of initiatives supported by the region – from housing and tourism to business, science and politics.

The “be.brussels” logo is both a call to action to express your bond with Brussels, and a reference to the city’s status as the capital of Belgium (‘BE’) and Europe. It’s a unifying symbol as well as a tool for promotion to the outside world.

Thierry Brunfaut, Creative Director & Partner

The idea was to turn the logo into a conversation starter. It became an accessible platform that changes depending on the context – easy to use by all stakeholders, from residents and visitors to the region’s institutions.

The brand was constructed around a number of important principles, like usability, continuity and openness.

Jacques Letesson, Partner

Logos, no matter how pretty, are no longer sufficient to build a brand. What makes brands vibrant and strong today are their capacity to engage users and build strong connections. This is especially true for a city marketing brand promoting a region like Brussels.

Thierry Brunfaut, Creative Director & Partner

An anchored brand, an affirmative brand.