This new corporate identity is meant to help sharpen and modernize its communication strategy and help promote Luxembourg's incoming tourism and cultural events.

New company logo and new destination logo

Designed by marketing and communications agency Binsfeld, the key elements of the LCTO's new corporate identity are the new logos: there's the new official logo of the Luxembourg City Tourist Office (above) and another logo promoting Luxembourg as a tourism and culture destination (below).

Connected symbolism

Both logos are quite similar and closely related to one another. The dominating colors are purple, green and red which will now be used throughout this new corporate identity as a whole. Symbolism is also important when taking into account the new logos: The letter “m” is written in soft, rounded letters and is meant to evoke the capital's many bridges as well as the characteristic arches found in the rock embrasures of the casemates or on several historic façades.

The three dots above the “m” don't only stand for multiplicity, but also symbolize people linked to one another through friendship. It represents visitors being welcomed to the country each year and being advised and looked after by the LCTO during their discovery of the thousand-year-old fortress city. The three dots can also be seen as a crown – as a reference to sights dedicated to the history of the monarchy (the Grand Duke's Palace for example).

The slogan beneath the logo is in three languages: “meng stad”, “ma ville” and “my city”. The multiple languages underline multicultural aspects of the city as well as the pride that Luxembourgers feel when introducing visitors to their home city. Depending on the target of specific events, the slogan will also be drafted in other languages.

Over the next couple of weeks, this new visual look will become more and more noticeable. This new corporate identify will feature in all of the LCTO's publications, business documents, on the website and will also appear on all the flags that grace the city center in the summertime. You will also notice it in souvenir shops on t-shirts, postcards, magnets, etc..

Over the course of its almost 80-year history, the Luxembourg City Tourist Office has evolved into one of the key players of Luxembourg’s leisure and business tourism and has also developed into a dynamic promoter of cultural events.

The LCTO organizes (amongst many others), the 'Printemps Musical', the 'Rock um Knuedler' and the 'Blues'n Jazz Rallye', to name just a few. Thousands of people from all nations gather to soak up the relaxed atmosphere at these various festivals organised by the LCTO.