REVEALED: New Belgium Logo Stolen From Italian Coffee Brand Danesi Caffè?

On Friday November 8, the Royal Belgium Football Association officially unveiled its all-new logo and visual identity. Following the launch of the new Belgium branding, our follower "ezio ilpaK" made us aware that the new RBFA crest boasts some similarities to the logo of an Italian coffee brand.

Belgium Euro 2020 Home Kit Released

Nov 11, 2019

Danesi Caffè is an Italian coffee / espresso company founded in 1905 by Alfredo Danesi in Rome. Danesi Caffè is one of the most famous Coffee brands in Italy.

All-New Belgium Logo Revealed - 2020 Kit Debut Imminent

Nov 8, 2019

The release of the new logo coincides with the 125th anniversary of the Royal Belgium Football Association in 2020.

New Belgium 2020 Logo vs Danesi Caffè Branding

The Danesi Caffè and new Belgium logos share some obvious similarities. First, they have a similar shade of the color "gold" - while the main Danesi branding is brown with a little golden touch, the Belgium logo is gold with a brownish touch.

Second, and much more important, is the shape of the two logos - the new Belgium crest has a very similar lookung B as the Danesi branding - if the Danesi branding is flipped horizontally, it gets even more obvious.

While the press release states that "it is not about a radical revolution, but rather an evolution, since the three most important elements from the old emblem of the Football Association - crown, wreath and Belgian tricolor - were preserved." However,we think that it is in fact a revolution, as the shape of the logo is all-new and has nothing to do with the previous logo - and we can well imagine that the designers were inspired by the Danesi Caffè logo.

Besides the main logo, the emblems of the federation's three other brands - Red Devils, the Red Flames and the 1895 Official Belgian Fan Club - have also been updated to fit in with the newly established style.