Luxembourg's Signature, Ministry of Foreign and European Affairs

In the first years of its mandate, the Luxembourg government launched the so-called nation branding, a participatory and open-ended process with the goal of identifying and encapsulating the brand and promise of Luxembourg, based on its values and profile. Once the latter were defined – the values of openness, dynamism and reliability determining the profile of an ‘ally’ – binsfeld and vidalegloesener together won the pitch to translate that profile into a visual identity. Today, ‘Luxembourg’s Signature’ along with the invitation ‘Let’s Make It Happen’ can be frequently seen in the public space, representing Luxembourg’s brand essence and hopefully continuing to inspire new ideas and projects for a long time to come.