At 300 years old, Beci has never been so young. The organisation, which has been representing Brussels businesses since 1703, is reinventing itself with a new visual and strategic identity, affirming its mission more than ever: to represent, connect and serve entrepreneurs in the Brussels Region.

From a circle of merchants in the 18th century to a true economic hub today, Beci has always evolved with the times. This rebranding is not a break with the past, but a natural evolution: a simpler name, ‘Beci’ for short, and a clearer message. More direct, more modern, but faithful to the organisation's DNA: defending the interests of businesses, building bridges and providing them with the tools they need to succeed.

A symbol for Brussels and its entrepreneurs

The new logo is intended to be a visual manifesto. A crest that protects and unites, inspired by the ‘U’ of BrUssels, a symbol of pride and belonging. At the top, an atypical star, like Brussels: unique, radiant, European. This symbol embodies the ‘Dare Brussels’ campaign: a call for confidence, boldness and innovation.

A triple mission: Voice, Connect & Serve

Beci reaffirms its role as a spokesperson for decision-makers, especially in an uncertain political context that weakens the entrepreneurial fabric. More than ever, stability and support for Brussels' 35,000 entrepreneurs are essential. At the same time, Beci connects its members to opportunities, promotes synergies and provides tailored services: training, expert advice and administrative assistance. This range of services is now being expanded to include key themes such as digitalisation, artificial intelligence, talent development, sustainability (ESG) and internationalisation.

A campaign that shines a spotlight on the people who make Brussels

'Dare Brussels' pays tribute to the entrepreneurs who build the regional economy every day, whether they are iconic figures or unsung heroes. Caroline Aelvoet (Sodexo), Arnaud Feist (Brussels Airport), Heidi Delobelle (AG Insurance), Audrey Clabots (Clabots Tools) and Alexandre Helson (Dandoy) are among the faces of this campaign, led by Beci with the support of its historic partners and new allies: Daoust, Partena, ING, Orange and D’Ieteren.

Brussels has everything it needs to succeed

A true European capital and a land of innovation, Brussels attracts talent from all over the world. But to fully unlock this potential, we must dare. Dare to defend our position on the economic stage, dare to build bridges between stakeholders, dare to believe in our collective strength. This is what Beci promises with this new phase: stronger, more visible, more connected, serving businesses and the future of Brussels.