At 300 years old, Beci has never looked so young. Today, the voice of Brussels businesses is modernising its image while remaining true to its mission: to represent, connect and serve entrepreneurs.
It's clear that Beci has never stood still. From a circle of shopkeepers in the 18th century to the voice of the Brussels economy today, the organisation has been able to evolve with its environment. In 2025, this ability to anticipate and adapt takes on a new dimension with a strategic and visual overhaul. Today, Beci is a brand in its own right, spelt with a capital B, like Brussels.
The name is lighter, the message clearer. Just ‘Beci’. More direct, more modern, but still true to its original mission: to represent and defend the interests of Brussels entrepreneurs, to connect them with each other, and to serve them. Yes, times change, but the principles remain the same. Through this rebranding, Beci also wants to put Brussels back on the map and ensure that the Region too feels the pride of the great entities behind it.
Brussels and proud
‘Brussels has everything to succeed, but we have to dare to shake things up,’ admits CEO Thierry Geerts, and this campaign is just the beginning. The capital needs to reassert its role on the European economic stage, and Beci intends to amplify its influence, both with political decision-makers and in the day-to-day lives of entrepreneurs.
Lisa Isnard, Secretary General of Beci, adds: ‘Brussels’ economic network is admirably resilient. It adapts, innovates and creates value every day. But it needs a stable and predictable political environment, when uncertainty is everywhere. This is not the case today. Beci appeals: in Brussels, it's high time for a government to respond.
Voice, Connect & Serve
Beyond the political urgency, the CEO insists: ‘This brand is first and foremost Brussels, the companies and Beci’, and the desire is to clarify this message. To do this, Beci is banking on a new logo that embodies pride, unity and defence. The ‘U’ in BrUssels, a symbol of protecting businesses, echoes the Brand Brussels campaign. The ‘U’ is transformed into a crest, representing the solidarity of the Brussels community and asserting its assets. At the top, a stylised star symbolises Brussels, the capital of Europe, and recalls Beci's mission: to guide businesses and institutions towards the future.
With this repositioning, Beci is also affirming its threefold mission: to defend and carry the voice of entrepreneurs (Voice), to connect them to opportunities and encourage synergies (Connect), and to offer them tailor-made services (Serve). ‘It's not a revolution, but an evolution,’ says Thierry. With this campaign, Beci is strengthening its range of services: digitalisation, artificial intelligence, talent development, sustainability (ESG) and internationalisation. Not forgetting Beci's fundamentals: training courses, expert advice and administrative assistance.
In other words, Beci is not changing, but adapting. Stronger, more visible, more connected. ‘You have elected the new Beci, and this is the essence of a new boost for Brussels, its businesses and our members,’ concludes the CEO.
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This campaign, supported by our media partners L'Echo and De Tijd, is aimed at all companies and organisations and invites them to join Beci. ‘The more our network grows, the stronger we are, and the more we can offer services tailored to companies' needs. So spread the word and join us today’, says CEO Thierry Geerts! |
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