Case Study: De Bijloke achieves a living, flexible brand identity with Pentagram

De Bijloke refreshes its brand for the 26/27 season with Pentagram

De Bijloke, a historic music center in Ghent, partnered with Pentagram to refresh its brand identity. The challenge was to create a new digital-first identity to help attract new visitors while still appealing to its loyal audience, reflecting the venue's unique history and diverse, ever-changing musical programme.

Pentagram designed a flexible and expressive visual identity system. The solution featured a fluid, swooping logo inspired by oscilloscope visualizations and John Cage's notation methods, representing music as a living art form. This adaptable system, which includes a modern typographic balance and a vibrant color palette, successfully reflects the breadth of De Bijloke's programme from classical to jazz and family events, giving the venue a distinctive and welcoming voice.

De Bijloke