After five years as ADAM, the museum chose a new name: Brussels Design Museum. And a new name, done properly, isn't just a rename. It's a declaration of what the place has grown into: more ambition, more maturity, and enough confidence to say exactly what it is without decoration.

Our read was simple: less is more. So the identity plays it straight: direct, structural, built around a single right angle that does double duty, giving the whole system both dynamism and a bit of play, without ever raising its voice.