If you run out of coffee, you can simply ask your neighbour. And when you move house, your family are always willing to come and help. So, when Bluu needed fresh branding, this new member of the Cronos cluster knocked on our door. You see, Bluu and Trouble are neighbours here in Mechelen. And we belong to the same big – Cronos – family. The fact that we both share strong views when it comes to design was a nice bonus.



Bluu is a group of companies that helps and supports companies with their digital transformation. “Create a new branding within Cronos for this new cluster” was the briefing. Only the name, Bluu, was fixed. We had free rein on the rest. Of course within the guidelines set out in the briefing. The result was a graphic transformation.


Visuele elementen zoals logo, typografie en kleur vormen de rode draad doorheen je communicatie. Voor de nieuwe visuele identiteit van Bluu lieten we ons inspireren door de kernwaarden van het merk en de kracht van kleur.

Anthony Buyssens

&KOO I Marketing, Technology & innovationI Trouble Case &KOO I Marketing, Technology & innovationI Trouble Case


Give Bluu a new graphic identity

We are inspired by the core values for Bluu’s new graphic identity, and we play with the power of colour. Blue in this case. Duh. It kind of goes without saying…

&KOO I Marketing, Technology & innovationI Trouble Case

A design that won’t make you feel blue

We first decided upon the core values. The result? We decided the foundation on which to complete the exercise was ‘trust’. Everything had to radiate ‘trust’. 

&KOO I Marketing, Technology & innovationI Trouble Case

The power of colour

Many companies are entering uncharted territory when it comes to digital transformation. Bluu needed to remove that uncertainty. This is why we chose blue as the main colour in the first place. It is the colour of the sky and the sea. It is often associated with depth and stability. It symbolises trust, loyalty, wisdom, self-assurance, intelligence, faith and truth. Could the name have anything to do with that?

The choice for a sleek modern font was obvious. It was drawn up in combination with a strong symbol. 

Follow your guide

When you go on a trip, you place your trust in your guide. Your guide shows you the way and takes responsibility during the trip. This is symbolised by the arrow.  It shows a direction or trajectory, but it can also be a clue or tip. Or it can draw attention to something. All these different interpretations can be traced back to Bluu’s vision and strategy perfectly. The arrow takes on a contemporary look and coincides perfectly with the font choice.

Striking visual

Still, a powerful symbol that represents your brand is not enough. The visual puzzle is more complicated than that. That’s why we’ve combined the arrow with abstract visuals that are powerful and earthy. Everything worked out in cleverly chosen grey values in combination with the two main colours. Full flat or in multiply.

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Finished to perfection. Pixel perfect.

The starting point for the entire graphic exercise for the brand was the new Bluu logo. From the visual style to graphic elements, including icons, additional fonts, colour palette composition, etc., as well as name cards, stationery, PowerPoint templates, t-shirts, coffee mugs, etc.

This resulted in a so-called brand manual or ‘brand style guide’. This is essentially: the bible of a brand’s visual identity. It bundles the correct use of the logo, fonts, colours, graphics, etc. so that all the partners can work with it to build a consistent brand.

&KOO I Marketing, Technology & innovationI Trouble Case

Feeling blue about your old logo? And are you ready for a completely new look for your brand? Call Seb. He will take 10 minutes to explain how we at Trouble approach a graphic design exercise such as this in order to give your brand a facelift.

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Lead agency : TROUBLE

Give Seb a call. He will be happy to explain how Trouble can help your brand.


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