Region of Flanders launches new logo and communication concept
The Flemish Region has updated the look of the lion and all its communications materials to strengthen its image at home and abroad
“A uniform image of our region”
The most noticeable change is that the rampant Flemish lion with claws bared has been replaced by a simpler image showing part of a lion’s face. The logo is accompanied by two new slogans – Verbeelding werkt (Imagination works) in Dutch and “State of the art” for English communications.
The project to rebrand the region began back in 2010, said Peeters. The goal was to “create a uniform image of our region in Belgium, Europe and the world,” he said, “and to strengthen the future of Flanders through tourism, employment and foreign investment”.
Flanders’ government departments currently work with more than 100 different logos – a cacophony of styles that one designer described as “the wall of shame”. The new logo will eventually serve as a unique image for all department communications across the entire region.
The new logo is due to be introduced gradually over the coming years. It will eventually be used for government stationery, uniforms, road signs, vehicles and buildings, while other logos will slowly be phased out.
The rebranding exercise includes the creation of a brand new font dubbed the Flanders Art Letter. Developed by typeface designer Jo De Baerdemaeker, it was inspired by the fonts designed by the Flemish renaissance printer Christophe Plantin as well as the work of the British designer Eric Gill. It is the first typeface created in Belgium for a government organisation and is compatible with both Macs and PCs, De Baerdemaeker said.
The new concept also incorporates a slanted line that can appear as a backwards slash or a picture cropped at an angle. “This symbolises Flanders as a cutting edge region,” explained Peeters.
The government of Flanders is now catching up with the Dutch government, which
introduced a single house style several years ago. Dutch government communications officer Mirke Beckers was at yesterday’s event, explaining that the brand identity project took three years to implement and cost €18 million, but represents an annual cost-saving of €5 million. The Flemish design team note that while “the Flanders house style is more flexible,” it is also expected to save money.
“Branding a region or country is not a choice,” tweeted Peeters after the launch. “It’s a must in the 21st century.”
Government of Flanders
million people live in the Flemish Region.
provinces constitute the Flemish Region: West Flanders, East Flanders, Flemish Brabant, Antwerp and Limburg.
number of years for which the Flemish Parliament is elected. Its elections coincide with those of the European Parliament.