Success has a controversial name: Bozar

How do you turn Belgium’s most prestigious cultural institution into a distinctive brand with European flair? Director Paul Dujardin drafted us to revolutionize the renowned Palais des Beaux-Arts, and boost its attendance in the process. Our challenge was to consolidate the departments under a recognizable yet flexible graphic system.

Client

Bozar , Brussels

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Services

Strategy + Branding

Bozar
Bozar

Our main challenge was to come up with a solution that accommodated Bozar’s different departments, and their evolving programming.

Creative Director, Partner
Bozar
Bozar
Bozar

It was clear that we didn’t need one logo, but a flexible graphic system that could be appropriated by all departments and media. All sub-logos and printed items, such as the Bozar Magazine and Bozar Music’s annual catalogue, were created on the basis of this system.

Partner
Bozar
Bozar

We proposed the name “Bozar,” a French word written in a Dutch way, to solve the bilingual issue. It was a controversial choice. Both French and Dutch speaking communities reacted strongly, provoking debates in the press and creating buzz in Brussels.

Creative Director, Partner
Bozar

After three years, Bozar’s overall attendance had grown from 300,000 to one million people per year. Today, the change of name and identity are seen as a landmark in Belgian cultural branding.

Creative Director, Partner
Bozar

One simple grid for all applications. Easy, right?

Partner
Bozar

After a couple of years, the new image became concretized enough to allow for some room to play. For the institution’s 80th birthday, we simply decided to switch the B for an 8 over the course of a year.

Design Director
Bozar
Bozar

BozarShop was Bozar’s bookstore. 350 sq m (3500 sq ft) and full of books, dvds, cds, and gadgets, BozarShop was the younger sibling of Bozar. So we decided to treat it that way, lightly. Every item or image was conceived quickly, almost instantaneously.

Creative Director, Partner
Bozar
Bozar

This is the BozarShop manager. On the right. With the jeans.

Design Director
Bozar

All BozarShop models are members of the Base Brussels team.

Design Director
Bozar
Bozar
Bozar

In 2008, the branding for BozarShop won a nomination at the prestigious D&AD awards in London.

Budget & Production Director
Bozar
Bozar