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Luxembourg’s Signature is the country’s shared signature and consists of the symbol X, the lettering "Luxembourg" and the Invitation "Let’s make it happen".
A signature is unmistakeable and communicates a clear statement: "This is what I stand for!".
The stories and personalities of its people as well as its social development constitute Luxembourg’s unique character and define its shared values: reliability, dynamism and openness.
As a central element, the symbol X stands for what makes Luxembourg special:
- its openness and the ability to bring people together in such a way that reliable connections and new ideas can develop within this dynamism; and
- the diversity of the possibilities that the country offers to all inhabitants, visitors and partners in a stable environment.
The X is made of four red and blue arrows, whose double alignment underlines the mutual exchange.
The invitation "Let’s make it happen" is addressed to each and everyone, inviting them to use the many possibilities offered by our country for both their own and the shared successes.
"Let’s make it happen" reflects the values of our country while keeping the invitation open and thus allowing everyone to feel concerned by it.
The two elements of the symbol X and the invitation complement each other and communicate as "Luxembourg’s Signature" the promise for which the country stands: moving forward together.
The scope of Luxembourg’s visual identity continues to develop and expand through its adoption by the various sectors and institutions that carry the country’s image to the world. An entire graphic architecture has been created to enable organisations, seeking to incorporate the brand into their own communication, to do so easily by adopting its visual codes according to the nature of their links with the country.
Individual variations have been devised so that state institutions, promotional agencies, temporary initiatives and private sector partners can seamlessly and effectively adopt the Luxembourg brand as an element of their own identity.
Because Luxembourg’s visual identity has been crafted through a participatory process to fully reflect the country’s identity and values, its adoption by different types of organisations is strictly on a voluntary basis. Any request to incorporate it is extremely welcome and will be considered with great interest by the Inspiring Luxembourg committee.