Belnet is the Belgian national research network which offers broadband internet access to Belgian universities, (high) schools, research centers and government services. Today about 200 institutions with about 700,000 end users are connected to the Belnet network. Belnet uses advanced technologies to continuously enhance its network and therefore belongs to one of the fastest national research networks in the world.
The former corporate identity of Belnet had reached its boundaries, and for online use these limitations had become clear. On top of that arose, over time, a lack of coherence. For example, conferences were developed with another visual identity. The move to new offices and the renewal of the business positioning was the ideal moment for a new visual identity.
Strategy and approach
Based on broad positioning research, Lemento designed the new logo and the associated visual identity. The starting point was the renewed positioning which is condensed in the baseline “dedicated connectivity”. The result is a new brand image which agrees with the following characteristics: service oriented, professionalism and no-nonsense. The new visual identity was implemented in stationery, print and digital communication.