European Union, Belgium
Transforming the semantic notion of an exclusive leadership into a welcoming visionary energy with a sense of belonging. The re-design of the European flag and its identity re-positions the brand to evolve its perception. The deep blue colour of the current identity is replaced by a set of holographic materials to convey security and progress. A hand-drawn lower case letter ‘e’ replaces the current closed circle of golden elite stars to symbolize openness and to move the perception of a distant, closed circle to a more welcoming, friendly, open and approachable culture with a visionary energy. It welcomes the energy of the new members to enrich the community.