Luxembourg is going through a “rebranding.” Luxembourg is a small, but proud country that is significant for its stature. In many ways, this has been thanks to the many banks, investment funds, and global corporations that make their European headquarters in the country. To combat what it considers as a “mixed image” both abroad, and sometimes at home, Luxembourg launched the preliminary work behind a consultative “national branding campaign” a few years ago. The goal of the campaign was to understand both how the country’s population and people abroad perceived the nation and to morph those perceptions into something new. After years of surveys and analyses , Luxembourg is ready to launch its new renewed national brand under the slogan “Let’s Make It Happen”.

Francine Closener, the Luxembourg Secretary of State for the Economy, unveiled the “Luxembourg: Let’s Make It Happen” visual identity and tagline on Monday evening.

The logo and slogan reflect the country’s values of openness, dynamism and reliability, Closener said. Placing the emphasis on the “X” as Luxembourg is a cross roads of different elements.

The government also introduced the website, which groups together existing materials–such as brochures published by different national promotional agencies–into a single site. Further elements of the national government pertaining to country promotion will undergo a rebranding in line with the “Let’s Make It Happen” brand.

Two communications agencies, Binsfeld and Vidale-Gloesener, worked on the campaign. The initiative had a total 2016 budget of €970,000.

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