Concept {define} is an architectural practice based in Bruges, working primarily on public projects. Over the years, their focus had shifted towards projects with a strong societal and public impact.

The challenge was to translate this evolution into a clearer and more distinctive identity — one that could communicate not only what {define} does, but how and why they practice architecture.

The existing name, U/Define, already contained a strong idea: user-defined architecture. But the practice had grown beyond the user alone. Context, need, and time, all play a role.

Concept & design We kept the essence of the name, but broadened its meaning. {define} becomes an active design attitude. The brackets are a visual translation of this idea. Inspired by the syntax of code, they reference {define}'s affinity with technology, BIM and data-driven architecture.

We designed a flexible graphic system built around the principle “defined by…”. The result is a visual identity that mirrors the practice itself: structured and precise, but open and adaptable.

Colour and iconography reinforce this system. Digitally inspired colours add character and motion-based icons turn the practice's principles into a visual storytelling tool.

Result The new identity positions {define} as an architecture practice that designs for change, not just for today. A flexible visual system gives every project its own context while maintaining a recognisable and coherent brand.

The website, social communication and other applications all become part of the same system.

→ definearchitecture.be