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”

Flemish minister-president Kris Peeters launched a new logo and house style for the region yesterday at a special event in parliament that included several hundred civil servants.

The most noticeable change is that the rampant Flemish lion with claws bared has been replaced by a simpler image showing part of a lion’s face.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.”

Flemish Region updates the look of the lion and all its communications materials to strengthen its image at home and abroad.

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Matus Minarikshould be 'Region of Art' not 'State of Art'
Lisa BradshawHi Matus, thanks for your comment! The logo reads "state of the art", in reference to that common phrase. It's also a play on words because the government is keen to market Flanders as a centre of arts & culture.

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Government of Flanders

Belgium is a federal state with several regional governments. The northern, Dutch-speaking region of Flanders is governed by the Flemish government, which was created when the Flemish Region and the Flemish Community joined forces in 1980. A minister-president presides over the government of Flanders, and Brussels is the capital city.
Competences - The government of Flanders is responsible for the economy, foreign trade, health care, energy, housing, agriculture, environmental concerns, public works and transport, employment policy, culture, education and science and innovation. Flanders also has the power to sign international treaties in these competencies.
Sole legislator - The powers of the Flemish government and of the federal government do not overlap. Therefore, only one government serves as legislator for each policy area. Flemish laws are called decrees. Decrees apply in co-ordination with federal laws.
Official holiday - 11 July is the official holiday of the Flemish Community, in commemoration of the Battle of the Golden Spurs in Kortrijk on 11 July 1302, when Flemings defeated the army of the French king. Flanders’ official anthem is “De Vlaamse Leeuw” (The Flemish Lion).

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.