Luxembourg’s Signature

written by Houke de Kwant on November 30, 2016

Luxembourg’s Signature is the country’s shared signature and consists the lettering “Luxembourg” and the Invitation “Let’s make it happen” all around the central element, the symbol X, made of four red and blue arrows, whose double alignment underlines the mutual exchange.

A signature is unique, it is a visual confirmation, stating and promising that: “This is what I stand for.” Values such as openness, dynamism and reliability, as well as the political, economic and socio-demographic development in Luxembourg shape a clear signature.

The logotype „Luxembourg“ is made up of the word Luxembourg and the symbol X, which replaces the letter X.
The symbol X and its meaning become a fixed component of the logotype. Logotype and tagline together constitute Luxembourg’s signature. The tagline “Let’s make it happen“ combines the brand image and positioning in an emotional invitation. It is deliberately open because its perceptive and interpretative potential must be as diverse as the people it is aimed at. The symbol X is an important component of the signature. The graphic element stands for what distinguishes Luxembourg from other countries. On the one hand there is openness and the ability to bring people and things together, letting reliable connections and new ideas grow within this dynamic. On the other hand a diversity of possibilities, which the country grants all its inhabitants, visitors and partners in a very stable environment. It is composed of four bi-directional arrows, two red and two blue. This creates a visual harmony, a stable balance. They are the national colours of the country.