Meet Wim Vandersleyen, the designer behind the LINK logo

The brand new LINK logo was created by designer Wim Vandersleyen. Wim has worked in a freelance capacity for about 10 years after acquiring considerable experience working for different advertising agencies in Belgium and the Netherlands. He has worked with the TMaaS team for some time now creating the different infographics that offer a crystal-clear visual representation of the TMaaS processes for even the biggest mobility dummy. We met him for an interesting chat about what drives him and the process behind designing the LINK logo.

Who are the players that make up your client database?

Wim Vandersleyen: “You can safely assume that I have a very broad operating radius. My client portfolio is extremely diverse and varies from local non-profit organisations to international clients. I work for all kinds of industries. One day I can be designing a poster for a ballet school recital, the other creating a brochure for an art gallery or preparing the layout for an annual report for a concrete or steel manufacturing plant or designing the label for a brand of beer. This tremendous diversity in my work also keeps me on my toes. It prevents me from ending up in a cycle where I always produce the same kind of work. That would undoubtedly result in work with less of an edge that underperforms.”

How did your collaborative venture with TMaaS come about?

Wim Vandersleyen: “I have been carrying out an increasing number of infographic assignments lately and it was via these activities that the encounter with TMaaS happened. Since then I have provided numerous visualisations of all kinds of mobility processes. When I received my first assignments from TMaaS, the project had just started. I am convinced that whenever a new project is launched, there is a need for a new image, for both commercial and information reasons. Infographic charts were of course the perfect solution for providing comprehensible visual support for TMaaS’s new mobility project and the different associated processes.”

And you were also called in when a new logo for LINK.Gent had to be created. What guidelines were you given for this?

Wim Vandersleyen: “TMaaS wanted to make use of the infinity sign, which symbolises, among other things, the growth of the concept with the future in mind. I thought it would be a good idea to add it to the symbol that appears on the screen when an Apple Mac computer is processing, namely the rotating bar symbol. I fused this image with the infinity sign. In terms of style, I wanted to base myself on material that already existed for TMaaS, which is why I chose the same font for instance, namely Helvetica. It’s a font I’m particularly fond of using anyway and certainly in an infographic context. It is a sans serif font. In a technical, non-literary environment, or with information graphics, I usually opt for a sans serif font, because they have a more neutral and business-like aspect to them. I also focused closely on the fact that the LINK logo will be used in the main for the dashboard, so I made sure that it would be effective and visible even on very small display units; somewhere in a corner of the screen for instance. Hence the choice for a very simple image and a logo that stands out strongly from a dark background.

Image: LINK Logo by Wim Vandersleyen for TMaaS (2020)

Infographic How TMaaS Works by Wim Vandersleyen

Image: How TMaaS Works by Wim Vandersleyen for TMaaS (2020)

Image: Number of candidates cities for TMaaS by Wim Vandersleyen (2020)

Image: Concept for data type “passport” by Wim Vandersleyen for TMaaS (2020)

Urban Innovative Actions

This project is co-financed by the European Regional and Development Fund through the Urban Innovative Actions Initiative.

Urban Innovative Actions is an Initiative of the European Union that provides urban areas throughout Europe with resources to test new and unproven solutions to address urban challenges.

Based on article 8 of ERDF, the Initiative has a total ERDF budget of EUR 372 million for 2014-2020.