Proximus is a mobile operator from Belgium, which was established in 1930 and by today has grown into the strongest telecommunications company in the country. With yearly revenue of about 6 billion EUR, the company has almost 15 thousand employees and several subsidiaries, including the ones on TV and internet spheres.
The current Proximus logo is a combination of two previous versions, showing the company’s value of its history and its respect to traditions and roots. One of the most reputable European companies in the telecommunication field was born in the 1930s, but its new era started in the 1990s, bringing a new approach to everything, including design.
The logo created for the company in 1994 was composed of a solid blue rectangle with rounded angles, where the white wordmark and a couple of graphical elements were placed with a lot of free space between them.
The lettering in the lowercase had the line of the “X” elongated and curved. It was like a line, diagonally separating the whole image in two parts, with three red squares in the left and a red waved line on the right.
Under the wordmark, there was a delicate white “Belgacom Mobile” tagline in all capitals of a simple sans-serif typeface.
In 2006 the color palette was switched to purple and white and the graphical addition as were removed. The lettering of the main inscription got enlarged, and the corners of the rectangle — sharpened.
The current Proximus logo was designed in 2014 and it is the simplest version among all. The logo is composed of a sans-serif inscription in the lowercase, with the only graphical element — the smooth # with its sides curved, making loops at the ends. The symbol replaces the “X” in the wordmark and featured a gradient blue and purple palette.
The typeface of the Proximus logotype is sleek and bold, with rounded angles yet straight cuts of the letter-ends. It looks pretty close to such fonts as Croogla 4F Medium and Strom Bold and looks modern, evoking a sense of expertise and excellence.
The purple and blue color palette of the Proximus visual identity is a tribute to the merger of two companies and their official colors, but it also looks bright and fresh, showing a strong spirit and big aims of the brand.