BRU
The essence of the visual identity of the Brussels-Capital Region lies in clear and comprehensive communication. To achieve this, two key principles are integrated throughout the branding: functionality and multilingualism.
There is a need for a functional and structured overview of the vast range of information provided by the region. To visually support its informative role, an appropriate representation is essential. Therefore, an organized and accessible appearance is a defining characteristic of the entire visual identity.
The Brussels-Capital Region is one of the most multicultural places in the world, requiring a visual identity that reflects this diversity. A multicultural society naturally comes with multilingualism. Based on this observation and considering the region’s informative function, the new branding aims to facilitate multilingual communication. This approach ensures an approachable identity, enabling the region to engage with a broad audience.
The three-letter logo is the result of a study on the various languages spoken in the Brussels-Capital Region. Among this vast linguistic diversity, six different writing systems were identified: Latin, Cyrillic, Arabic, Devanagari, Chinese, and Japanese scripts. A recognizable element from each of these six scripts was selected and combined to form the final logo.
BRU is the official abbreviation used as the international IATA airport code and will now also serve as the new brand name and logo for the Brussels-Capital Region. This international aspect ensures that BRU is recognizable to people both within and far beyond the region.
The three-letter brand name is short, powerful, and full of potential. By adopting this abbreviation, the region positions itself as a versatile and widely applicable brand. The letters B, R, and U are the first three letters of "Brussels" in the most commonly spoken languages—Dutch, French, and English—as well as in many others.
A conscious decision was made to avoid using color in the context of the region’s diversity. Colors carry different meanings across cultures—for example, green is considered sacred in Muslim countries, associated with luck in Ireland, but symbolizes infidelity in China. Similarly, red represents good fortune in Chinese and Indigenous American cultures but can also be linked to danger or sacrifice in other contexts.
By using only black and white—technically not colors—the region adopts a neutral and timeless stance, ensuring inclusivity while respecting the cultural diversity of its people.
Nothing is more universal than a simple greeting. The region offers tote bags to its residents, printed with “hello” in various languages. These bags serve as a way for people to express their identity while also raising awareness of the many languages spoken in the region. They act as walking advertisements, promoting the multilingual character of the Brussels-Capital Region.
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