The identity issues that we come across in Brussels are the same ones we encounter on a bigger scale: Europe.
Project: Re-branding Brussels
Type: Research project
The main objective of this project was to create a recognisable identity for Brussels, capable of combining different identities in an equitable way, providing an appropriate solution for the city.
The identity issues that we come across in Belgium and Brussels are the same ones we encounter on a bigger scale: Europe.
Indeed, Belgium and Europe are examples of nations where applying one identity based on a single vision would be a failure as they are made of an intricate mixture of different cultures.
Experimenting and creating a new multi-facet identity for the city of Brussels seems like an evident choice, not only because it is the capital of Europe, but also because Belgium has always been considered as the laboratory of the European Union in terms of cultural cohabitation.
Therefore we developed a flexible identity based on a grid system that visually supports and underpins the concept of uniqueness of the city, where the dualities of two different cultures, languages and communities would come together and create a new, singular, hybrid identity.