New Logo and Identity for Ancienne Belgique by Vruchtvlees

Established in 1931, Ancienne Belgique is a concert hall in Brussels, Belgium, hosting some of the most popular musicians over the years, from The Clash to Leonard Cohen to Iggy Pop to Destiny’s Child and more. Located in the heart of Brussels on a historic site that has seen a fortified bank vault, a nursing home for the sick, and a banqueting hall since the fifteenth century, AB, as the venue is referred to, features a main hall that can fit 1,750 people (standing) and two, smaller rooms, one called Club for 280 standing people and the other called Salon for 70 seated people. The main hall is very well regarded for its acoustics and has an iconic look thanks to its red balconies — various artists have recorded albums and videos at the venue. Recently, AB introduced a new identity d