For Sportpaleis Group - one of Belgium’s largest live-entertainment groups that connects Sportpaleis, Lotto Arena, Stadsschouwburg, Capitole Gent, Vorst Nationaal, Trixxo Arena, Trixxo Theater and Proximus Pop-up Arena - we created a new name and energetic branding. The name be•at is a literal call to be at one of the 8 venues of the group and to be part of unforgettable live experiences. With the new identity we unite the iconic arenas and theaters under the new group brand be•at, while maintaining their uniqueness.

Vibrant atoms
Taking inspiration from birds flying together in swarms, almost like a living organism itself, we used this idea to create the identity concept. Vibrant atoms are attracted to a central element, as if they were magnetically drawn to it, in the same way spectators are drawn to a concert or event. This motion inspired design concept is translated to a system, uniting the iconic arenas and theaters under the new be•at group brand. These atoms can be used in a wide range of constellations, creating icons that are used for each one of the sub brands.

In the master brand a warm gradient creates a sense of depth and gives the brand an energetic vibe. Our motion-first approach generated a dynamic digital presence for the brand. Implementing the new visual identity on-site was done in close collaboration with the internal graphic design team of be•at.

“The new name is a direct call to be there and experience moments together that make a difference stay with you for a lifetime. The inspiration for the new visual identity is the energetic movement of the masses, the appeal of the artist, the music and the collective heartbeat of public. It is that movement and emotion that are the basis of the new name and visual identity of our organization.” 

 — Jan Van Esbroeck, CEO

The challenge in this brief? To create an overarching design system that unites the iconic venue brands, and at the same time give each venue a unique and more pronounced identity. The arenas and the theaters use the same visual language as the main identity but are differentiated by unique color palettes and constellations of atoms. Each one of these holds a subtle reference to the history or defining elements of the venue.

Brand voice
We’re the show host. The master of ceremonies. Mimicking the energy of the artists on the stage. Epic at times. But always fun and exciting in a respectful manner, because we’re speaking to all Belgians.

More on our client be•at