• PLATINUM & GOLD are labels of the Belgian telco challenger BASE.
    Their objective: attack the premium telco brands in Belgium.

    What could be better than create EXTRA-PREMIUM brands to attack the premium brands?!
    So we created PLATINUM and GOLD.

    The idea:
    The Philosopher’s Stone & the old symbolic index of the Alchemists!

    Just like the alchemists, BASE mixes various elements to create tariff plans that give people the freedom to say what they want, when they want, and how they want.


  • The alchemists used their own symbolic index to represent the elements that composed the world. In medieval times, alchemists were persecuted and their know-how was burned. To protect their knowledge, many different alchemists invented many secret symbols. This led to a great deal of confusion. That is why some symbols resemble each other and some, for the same element, do not.

    For the design of the logo of each of the BASE labels, Brandhome used the original alchemy symbols for PLATINUM and GOLD. The final logos are abstracts of those symbols.

    Alchemy was an early practice combining elements of chemistry, physics, astrology, art, semiotics, metallurgy, medicine, mysticism and magic.
    Two intertwined goals sought by the alchemists were the philosopher’s stone, a mythical substance that would enable the transmutation of common metals into gold; and the universal panacea, a remedy that would cure all diseases and prolong life indefinitely. The ancient alchemist also believed all matter was composed of the four elements of earth, air, fire and water. For centuries alchemists dabbled around trying to find ways to turn lead into gold and to find eternal life.

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