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This logo dates from 2014, when Guillaume and I founded our own agency in Ghent. We were searching, and until then had always made a design for someone else. Now it was up to us. Looking in the mirror for a long time. We were looking for something uniform, something without frills. Something you could not deduce from which style we would wear (dictionaries, telephone directories, order numbers, catalogs). Our vision was that every design would become a new story, and we didn't want to adopt a fixed style or formula with our logo. The logo takes this form without shouting. But strongly present.
When I used to work in Brussels, Wiels was on my daily commute. Day by day the Wiels branding has become stronger and stronger for me. And this, in my opinion, still stands. The building is a monument. You can't get around it on the Van Volxemlaan in Brussels. From all directions you bump into the monumental character.