ING Arena Belgium

ING Arena, located in Belgium, previously known as Palais 12, didn’t just go through a name change but had an identity overhaul. We developed a new logo for the Arena based on the iconic ING graphic element and took inspiration from the Arena’s tiers. We also showcased the logo application and usage on various touchpoints. The overall concept married the heritage of the long-standing relationship with Brussels Expo, while still hinting at ING’s brand through its colors and graphic elements.