Always thought The Creative Club of Belgium's visual identity made it come off as somewhat of an Old Boy’s Club? So did we. Because of our bluntly honest assessment, the dynamic new management of The CCB asked our studio — as a bunch of total outsiders — to rethink, redesign and completely overhaul the branding of this Belgian advertising sector institute.
First thing we did was drop the ‘Club’, and stripped the remaining 'Creative Belgium' down to its semantic core.
Instead of locking all the creativity within the confines of an updated bowler hat icon we designed a clear and open typographic logo that — literally — incorporates an open invitation to join in and ‘BE CREATIVE’.
This bold move makes the logo itself become the call to action and clearly state the organization’s mission at the same time: The Discovering, Celebrating and Inspiring of “Being Creative in Belgium”. The colour palette is based on an inverted Belgian flag, and as you can see we’re now proudly flying the flag for Creative Belgium in one of the visual system declinations.