AKT
The Walloon Union of Enterprises and the five Walloon Chambers of Commerce and Industry join forces to form a committed community for Walloon companies. By combining the regional dimension of the UWE and the local anchoring of the KICs, this alliance gives rise to a common brand, with a strong vision: to represent a united entrepreneurial voice, determined and rooted in the reality of the territory. AKT embodies this collective ambition to work together for a prosperous and sustainable Wallonia.
Challenge
Faced with a changing economic context and the need for a more legible representation of the Walloon entrepreneurial fabric, the UWE and the five KICs chose to join their identities. The challenge was to design a brand capable of symbolizing this common project, while respecting the regional specificities of each entity. It was to unite under a clear, accessible and inspiring banner, without negating the richness and diversity of local voices.
Solution
The project was structured around a brand strategy rooted in collective action. The name AKT emerged as the natural choice. Short, direct and meaningful, it conveys the energy of the verb ‘act’. The name is supported by a visual identity that expresses openness, reach and commitment while reflecting the alliance’s key values.
Union of a name and style
Designed to evoke action, AKT embodies a shared will to act for the Walloon economy. The logo typography, combining upper and lower case, expresses balance and dynamism. The graphic treatment of the K, a symbol of openness and link, gives the mark a distinctive character, while recalling its collective anchor.
The strength of local brands
Brand architecture is designed to preserve the visibility of the KICs while enhancing the coherence of the collective. Each entity retains its territorial anchor within a unified identity system, guaranteeing a clear and strong image. This approach reflects the desire to embody an active and coherent community, where AKT strengthens the scope and recognition of local KICs.
‘AKT is an uncompromising brand that reflects the character and ambition of the alliance between UWE and the Chambers of Commerce. It symbolises a project built on what brings people together: action. Free of superfluous elements, the identity is impactful and positive. Rich in meaning, it reveals the essence of the alliance’s personality: undertaking together for a prosperous and sustainable society.’
Gwenaël Hanquet, CEO of Minale Design Strategy
