The Belgian Art & Design Fair is the only fair in Belgium that brings art and design together in a single event, held annually with a deliberately eclectic range of disciplines, styles and processes shown under one roof. Studio Studio designed the visual identity system in 2019, working in close dialogue with the scenography by Doorzon Interior Architects and Theo De Meyer. The starting premise was drawn from the fair’s own curatorial position: nothing is the same, everything is different.
The identity treats colour, typography, placement and shape as open variables within a defined framework. Each application generates its own composition from the same set of rules, whether it addresses a collective exhibition, an individual creator, a poster or a digital format. The Belgian flag’s red, yellow and black are embedded in the palette, grounding the system in the national context the fair represents. The identity was built to carry across multiple editions, producing outcomes that vary with every use but remain structurally consistent.
