A Long-Standing Bond with a Legendary Brussels Club:
For more than ten years, the offices of Studio Fiftyfifty lived to the rhythm of the legendary Stade Joseph Marien. A clear geographical proximity, of course — but above all, a deep emotional connection with a club that has always embodied the popular and authentic soul of Brussels: Royale Union Saint-Gilloise.
This almost natural relationship with Union is part of our story. It resonates strongly with our values and with our attachment to Brussels — its culture, its folklore, and its vibrant human energy. That is why, with great pride and genuine emotion, we supported Union in 2025, at their request, in a strategic reflection on the coherence and evolution of their graphic identity.
An Untouchable Symbol:
From the very beginning, one thing was clear: Union’s logo is untouchable. Sacred to its supporters, deeply rooted in the history of Belgian football and charged with collective memory, it was never an option to modify it. Our mission lay elsewhere.
Strengthening an Identity Without Losing Its Soul
Our role was to complete and structure the existing visual identity, making it clearer, more consistent and more professional across all of the club’s communication platforms — without ever smoothing out its soul. Quite the opposite.
The challenge was to strengthen what makes Union truly unique: its contagious joy, playful spirit, accessibility, popular roots and profoundly human dimension.
A Club Beyond the Pitch:
Through this graphic identity work, we sought to visually express what Union represents far beyond the football field:
a legendary club full of character and authenticity, bringing together all generations and forming an essential part of Brussels folklore.
Our Approach at Studio Fiftyfifty:
This project perfectly illustrates our approach at Studio Fiftyfifty: supporting strong brands and institutions as their image evolves, without ever betraying their DNA — finding the right balance between respect for history, visual coherence and contemporary requirements.
A huge thank you to Union Saint-Gilloise for their trust and for such a symbolic and inspiring project.A true project of the heart, deeply rooted in our city and driven by values we profoundly share. 💛💙
