Belgium has throughout it’s relatively short history been perceived as a bizarre contradiction: A humble, but proud country. Appropriately, the design briefing was in essence typically Belgian in its duality: Do something new without changing the old. The real challenge in transforming the traditional, bilingual ‘KBVB/URBSFA’ to a more contemporary and international ‘RBFA’ lay therefore not only in re-designing an icon, but also in mustering support for innovation within a conservative institute and its fanbase.

We started from a thorough historical analysis of the crest’s signifiers and symbolism. After researching a potential evolution of the old emblem, a more radical revolution was chosen. The creative process was one of de- and reconstructing of heraldic elements, and adding new ones. The outcome: A new logo for the RBFA built around a subtle but clearly recognizable lower case "b". Other than signifying its first letter, this design element further ensures the monochrome or small print versions (without the trademark tricolore fills) have a clear reference to ‘Belgium’.


The central round shape of the emblem was further basis for the design of the sub-brands, thus installing a clear visual lineage within the family. In addition to the logos, an overall visual system with a dynamic three panel grid was developed that provides a recognizable visual canvas for all applications. A strong display typeface allows communication to be bold and self-assured. Victory awaits!


Kit design by Adidas.
Product photography by Adidas.
Photography by Photonews.
Motion design by Jan Kuijken.