The Brussels logotype is based on Apris, a beautiful font with elegant serifs, nodding to Brussels’ historic architecture. It is then paired with Lateral, a modern, variable-width typeface that brings the brand into the present and future.

Then, the B mark takes inspiration from Parc Du Cinquantenaire’s triple archway. Turning the arches on their side and overlapping them, they begin to form a multicolored B. As each arch represents one of Brussel’s key languages, the B symbolically demonstrates the city’s beauty through diversity. The color choice nods to Belgium’s flag colors of red, yellow, and black but color inspiration was also taken from Brussels postage stamp artifacts to add more playfulness. In addition to the B mark, the archway shape can also be rotated and repeated to form a flower, representing the famous flower carpet. The flower is used in the branding as a supplementary mark, adding even more personal and meaningful touches across assets.

Together, these elements create a cohesive identity that reflects Brussels as a city rooted in history yet actively shaping the future. The system balances authority with vibrancy and wittiness, using symbolism, typography, and flexible graphic elements to represent history, cultural diversity, global influence, and local character. By building a brand that is both meaningful and adaptable, the identity captures Brussels’ unique ability to honor its past, embrace the present, and remain relevant in an ever-evolving international landscape.