Hasta La Ideas

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. ‘be.brussels’ 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 ‘be.brussels’ 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.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here

CR in Print
The July issue of Creative Review features a piece exploring the past and future of the dingbat. Plus a look at the potential of paper electronics and printed apps, how a new generation of documentary filmmakers is making use of the web, current logo trends, a review of MoMA New York’s group show on art and type, thoughts on how design may help save Greece and much more. Also, in Monograph this month we showcase a host of rejected design work put together by two Kingston students.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.