Belgacom is the incumbent telco in Belgium. For about two decades, Belgacom has operated its mobile phone service under the name Proximus, which is Latin for close. As landline and mobile offerings have converged it made increasingly less sense to use separate brands for them, so last week Belgacom announced that they would only use the name Proximus when targeting consumers. With this came a new look for the Proximus brand.
According to the company CEO, the new logo expresses Proximus' "wish to be as close to our customers as possible".