Visual Brand Identity
Across Bruges
July 2025

Across Bruges is a walking tour company built on in-tour-tainment: a mix of touring and entertainment. They cover history without the boring bits.

The brief was to create a brand identity that felt playful and bold enough to stand out in a city full of cookie-cutter walking tours, most of which rely on classic medieval reds and gothic fonts.

Logo Direction

According to legend, one of Bruges’ first inhabitants was a bear. That bear became the brand’s mascot, connecting to the company’s storytelling roots. A bold, all-caps name keeps the brand clear and visible from a distance.

Color Direction

There’s an unwritten rule among guides that no two companies should use the same coloured umbrella.

We chose purple. It felt bold, playful, and a little bit unexpected. In medieval times, it was a colour of status, worn by the privileged and anyone with flair. Supporting tones were added to create a palette that feels both fun and grounded.