an unusual design composed of 2 graphic elements
How do you create a brand identity for a city which, after a bit of a rough patch, has been able to draw upon its rich past to build a promising future?
In recent years, Mechelen has undergone a veritable metamorphosis and has regained its vigor as a lively central city and a great place to live, work and spend time. Mechelaars see their city as surprising, dynamic and authentic. For them, this makes up the essence of their Mechelen identity. In a word, “audacity”.
This immediately gave us the strategic starting point for our assignment: how to translate the “Audacity of Mechelen” into a new brand identity that would touch people's hearts and imaginations.
A daring city deserves a bold identity. One that projects just as much nerve, originality and energy as Mechelen itself. And also an identity that would instantly distinguish it from other central cities. One that's full of pride and imagination.
We were able to achieve this effect with an unusual design composed of 2 graphic elements which, together, can be used highly flexibly and dynamically. The top element refers (as a crown) to the city's illustrious past, but also (as a modern ‘M’) to an open and modern outlook. The ball below stands for both ‘you’ and ‘we’ and thus demonstrates that Mechelen is a dynamic and open community with a place for everyone.
The 5 unusual colour combinations emphasise the exceptional and distinctive side of Mechelen and allow the identity to be used under any circumstances and on any support.