Base Design has revealed its new identity system for the Brussels Capital Region in Belgium. The work is based on a new ‘.brussels’ domain address for the area, and turns the standard country code into a statement.

Base Design has revealed its new identity system for the Brussels Capital Region in Belgium. The work is based on a new ‘.brussels’ domain address for the area, and turns the standard country code into a statement…

While the new ‘.brussels’ domain suffix will come into use in the region in 2013, reflecting the importance of maintaining a strong regional identity online, the new system retains an aspect of the area’s traditional identity: the blue and yellow iris, the symbol for the Brussels Capital Region.

The new brand is, say Base, composed of a “call to action” i.e. ‘’ and apparently also ties the capital to the Brussels Region to Belgium, which can be abbreviated to ‘BE’ (though as capital city, the links between Brussels and the wider country were probably quite strong already).

The following work for the campaign shows how the identity makes use of the ‘be’ as a flexible element that sits alongside the ‘’ phrase. Hence ‘be inspired’, ‘be espanol’, ‘be english’, ‘be turk’ and so on. Even ‘be chouchou’ or ‘be babaluba’.

There are some nice touches where the word is replaced by a symbol e.g. a pipe, the iris, the Belgian flag, a brussels sprout.

Despite having to accomodate an existing part of the capital’s identity (the iris), Base has succeeded in playing on the established colours of blue and yellow and sitting a relevant, contemporary identity system around it, which asserts the importance of the region’s online presence with quirky humour.



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