Skip to main content
Application of the logotype designed for Bozar on coloured flags

Success has a controversial name: Bozar

How do you turn Belgium’s most prestigious cultural institution into a distinctive brand with European flair? Director Paul Dujardin drafted us to revolutionize the renowned Palais des Beaux-Arts, and boost its attendance in the process. We renamed and rebranded the museum to create a strong cultural impact, consolidating the departments under a recognizable yet flexible graphic system.

Series of logos designed for Bozar different areas
Pile of business cards designed for Bozar

Our main challenge was to come up with a solution that accommodated Bozar’s different departments, and their evolving programming.

Thierry Brunfaut, Creative Director & Partner
Application of Bozar visual identity on cardboard bags
Collage of different covers made for Bozar
Piles of catalogues designed for Bozar

It was clear that we didn’t need one logo, but a flexible graphic system that could be appropriated by all departments and media. All sub-logos and printed items, such as the Bozar Magazine and Bozar Music’s annual catalog, were created on the basis of this system.

Hervé Rigal, Partner
Several posters designed for Bozar at the entrance
Black t-shirts branded with the new identity of Bozar

We proposed the name “Bozar,” a French word written in a Dutch way, to solve the bilingual issue. It was a controversial choice. Both French and Dutch speaking communities reacted strongly, provoking debates in the press and creating buzz in Brussels.

Thierry Brunfaut, Creative Director & Partner
Poster "What is Bozar?" displayed on a screen during a conference

After three years, Bozar’s overall attendance had grown from 300,000 to one million people per year. Today, the change of name and identity are seen as a landmark in Belgian cultural branding.

Thierry Brunfaut, Creative Director & Partner
Grid system used to design the Bozar typography

One simple grid for all applications. Easy, right?

Hervé Rigal, Partner
Logo celebrating the 80 years of Bozar

After a couple of years, the new image became concretized enough to allow for some room to play. For the institution’s 80th birthday, we simply decided to switch the B for an 8 over the course of the year.

Arno Baudin, Design Director
Collage of different Bozar posters
Window shop of Bozar Book Store

BozarShop was Bozar’s bookstore. 350 sq m (3500 sq ft) and full of books, dvds, cds, and gadgets, BozarShop was the younger sibling of Bozar. So we decided to treat it that way, lightly. Every item or image was conceived quickly, almost instantaneously.

Thierry Brunfaut, Creative Director & Partner
Poster of a girl in a bed wearing a sleep mask
Poster of two men looking for something in fridges

This is the BozarShop manager. On the right. With the jeans.

Arno Baudin, Design Director
Collage of different posters designed for Bozar Shop

All BozarShop models are members of the Base Brussels team.

Arno Baudin, Design Director
Branded shopping bags for the Bozar Store
Application of Bozar identity on cups
Book with a designed case on a table

In 2008, the branding for BozarShop won a nomination at the prestigious D&AD awards in London.

Fumi Congan, Production Director
Application of Bozar identity on t-shirts
Exterior of the Bozar building in Brussels