THE
STORY
BREWER
ARTEVELDE
ARTEVELDE is Ghent
and Ghent is ARTEVELDE.
Social, jovial and liberal.
A revolutionary thinker with the traits that incorporate the personification of the contemporary Ghentian. ARTEVELDE, the ambassador par excellence of Ghent and its people.
When Brouwerij Huyghe asked us to rebrand ARTEVELDE and put it on the map as the Ghent city beer, our motto became: Claim the city and all the history of Ghent.
But Ghent is more than the historic city where ARTEVELDE reigned supreme. Ghent has so much history and stories that it cannot fit into one logo. Or can it?
In the shadow of the St Bavo’s Cathedral, we picked up our pen and wrote a compact contemporary history of Ghent. We are proud to have managed to pack all those stories into one concept: Artevelde the storyteller was born.
The result is a logo made up of historical and contemporary storytelling elements that together form an iconic ARTEVELDE ‘A’.
We start at the bottom. The legs of the A that form the confluence of the Schelde and Leie. Ganda or Ghent means confluence. At the center is the silhouette of Artevelde pointing toward England on the Vrijdagsmarkt. The side he chose to deliver the weavers and fullers from the boycott of the French king. The Castle of the Counts with Ghent and Flemish Lion.
The stepped gables of Graslei and Kroenlei. Klokke Roeland and the Dulle Griet. We also poke fun at the stroppendragers. The lamb symbolizes the wool trade but also the world-famous Mystic Lamb by the Van Eyck brothers. The 4 towers of Ghent including the book tower dominate the landscape from afar. Ghent seaport. Portus Ganda and so back to the city brewery ARTEVELDE.
There are still many hidden references to the Ghent of yesterday and today. We invite you to go on a walk with ARTEVELDE and (re)discover Ghent for yourself.
