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 (without being childish) and bold enough to stand out in a city saturated with lookalike 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 became the brand’s mascot, tying into its storytelling roots. With the bush hat, the bear becomes the guide. A bold, all-caps name ensures clarity 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 gave us something that felt bold. In medieval times, it was a colour of status, worn by the privileged and anyone with a bit of flair. We added some supporting tones to create a palette that feels both playful and grounded.