Proximus is the main commercial brand of Proximus Group (formerly Belgacom), Belgium’s largest telecommunications provider, serving residential customers and businesses across the country.[1] The current Proximus logo was introduced in September 2014 as part of a major rebranding effort that consolidated all Belgacom and Proximus products and services under a single brand name.[2]
Design and History
In March 2014, Belgacom CEO Dominique Leroy announced plans to make Proximus the company’s sole main commercial brand, replacing the Belgacom name across fixed, mobile, TV and internet services.[3] The new branding was officially launched on 29 September 2014, with the tagline “Always close” (“Altijd dichtbij” in Dutch, “Infiniment proche” in French).[4]
The visual identity was created by Saffron Brand Consultants, who were selected by Belgacom to lead the transformation of its business model and brand architecture.[5] Saffron’s work spanned the entire visual system, from the logo to retail store concepts, television brand behavior, a custom typeface and a sonic brand.[5] The project was described by Saffron’s executive director Luz Erdhart as one of the most comprehensive undertaken by the firm.[5]
The logo consists of the word “Proximus” in lowercase purple letters, with the “x” rendered in blue as a flowing, looped form resembling a hashtag symbol.[2][6] The previous Proximus logo, which included the text “belgacom mobile,” was retired with this redesign.[6]
The rebranding cost was reported at 20 million euros, with roughly one-third each allocated to adapting equipment, IT applications and commercial activities.[7] Belgacom remained the legal company name until 22 June 2015, when it was formally converted into Proximus PLC under Belgian public law.[1]
Meaning and Symbolism
The purple and blue color scheme deliberately references Belgacom’s corporate colors, which had long been associated with the national operator.[2] According to Belgacom, the blue “x” symbolizes the convergence of fixed and mobile services, as well as residential and business offerings.[2]
CEO Dominique Leroy explained the meaning behind the mark: “Proximus is synonymous with proximity, connection and linkage. That is what the X in our new logo symbolizes.”[7] The brand name itself anchors the identity in the idea of being “close to what truly matters, immediately,” reflecting the company’s positioning around customer proximity.[5]
Saffron retained the purple color that had been most strongly associated with the Proximus mobile brand in consumers’ minds, while evolving the identity toward a warmer, more dynamic and modern expression suited to a multichannel environment.[5] The design was described as a humanized translation of technology’s power, expressed through a rounded, fluid and synergistic form.[5]
Typography and Design
Proximus uses its own proprietary typeface, simply called the Proximus font, which was developed specifically to meet the brand’s standards and reflect its character across products and communications.[8] The custom typeface was part of Saffron’s comprehensive brand system work for the company.[5]
According to Proximus’s official design system, the brand’s primary color is purple, specified as #5C2D91, which serves as the brand identifier and must remain clearly visible in all communications.[9] Gradients are described as the brand’s main color application and one of its most recognizable assets, composed of 80% purple blended with 20% of a secondary color such as blue (#00BCEE), turquoise (#66D2CC) or orange (#F39200).[10]
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