Why is the Vrije Universiteit Brussel not simply called the University of Brussels, like the universities of Ghent, Antwerp or Hasselt? Because the adjective ‘Vrije’—the V in VUB—is much more than an addition. It captures the very essence of what the university stands for. VUB cannot exist without the V. For new generations of students and staff, however, that meaning is not always immediately clear. That is why a striking campaign is making VUB’s values highly visible again across the campuses.
Free inquiry, independent of church and state: that was the founding mission of the Université libre de Bruxelles. It remains the ambition of VUB, which split from ULB in 1969. That deserved to be highlighted once again, says Ann Van Driessche, Director of the MarCom Department.
"Just as the founder once made clear to King Leopold I. The ULB, he said, upholds ‘Le principe de l’enquête libre et de la liberté académique, non influencée par aucune autorité politique ou religieuse.’ With today’s campaign we reconnect with our origins. At the same time, it is a continuation of the campaign of two years ago, when a series of posters showed what the V in VUB stands for: free to think, free to doubt, free to change your mind, free to choose your own path in life. With the new campaign line ‘Vrij denken. Overal. Think freely. Anytime.’ we are sharpening that message further.”
Freedom in many languages
“In fact, we first drew attention to our philosophical foundation a few years ago,” says MarCom colleague Geert Goessaert. “Back then we asked our multilingual community to translate the famous quote by French mathematician Henri Poincaré—cherished by every true VUBer—into their mother tongue. The result was given a prominent place on campus. It even includes Flemish dialects.”
The campus as a canvas
"At our academic opening last year, the Festival of the Free Spirit, we experimented with a variation on this approach," Ann adds. "Through testimonials and interventions, various guests illustrated what freedom meant to them—a kind of personal interpretation. It was also a perfect conclusion to ten years of opening ceremonies in Brussels’ cultural venues and iconic locations. This year, we are consciously returning to our Main Campus in Ixelles. We are taking this moment to roll out our new campaign, first on the Main Campus and later across our other campuses."
"What is special this time is that we are using the campus itself as a carrier of VUB’s values," says Geert. "In addition to the large images on the façades of Buildings G and D, we are also putting stickers on the windows of the cafeteria and VUB study guidance centre, for example: places everyone passes daily. The campaign’s values are sometimes expressed in playful ways. Plus, we are using our house colours of orange, white, and blue—or, as we like to call them, orange, blanje, bleu."
The new values campaign brings colour to the campus - including the façade of Building D in Etterbeek—in VUB’s house colours: orange, blanje, bleu.
Colours of freedom and resistance
"The colours refer to the Geuzen flag, and that is no coincidence," Ann explains. "The Geuzen flag is a symbol of resistance and independence, and resistance is part of the tradition of free thinking. During the Second World War, students of the university—then still ULB—joined the resistance. Some paid with their lives. We commemorate them every year on St V, but also on our campus, at the cafeteria, where for several years we have had an extensive Resistance Path. It reminds us daily that freedom is never guaranteed, and never permanently secured. And resistance continues today. Our students and staff make their voices heard, for instance through actions supporting the Palestinian cause. This engagement fully reflects who we are: a university that does not look away, but dares to take a stand."
"VUB is also home to more than 120 nationalities," says Geert. "Freedom means something different to everyone. For some, it is daring to speak critically; for others, the freedom to express love and identity, or simply the opportunity to study here. That international perspective strengthens our message: freedom is universal, yet always personal and fragile."
"We do not want a campus where differences are smoothed over, but a place where ideas can spark," concludes Ann. "Freedom is never without obligations. It goes hand in hand with respect and responsibility. Clashing ideas, yes. Clashing people, no."
The VUB of the past is not the VUB of today. That is why we set out to explore what the V stands for in 2025. The text below summarises our findings. From now on, it will serve as a guide for our communication and will also feature prominently in our regulations and work agreements.
Free as a VUBer
At the Vrije Universiteit Brussel, students, staff, and alumni share a set of core values that connect us and provide direction. Not imposed rules, but a shared starting point for thinking, learning, and collaborating.
Free thinking and scientific work
Education and research at VUB are based on freedom of thought, critical reasoning, and scientific methods. Free research means testing ideas against facts, not beliefs. Our view of humanity is rooted in the same principles: humanistic, inclusive, and grounded in equality and self-determination. Everyone should be free to be who they want to be. Love, identity, and life choices are personal matters, not dictated by external rules.
Secular humanism as a foundation
VUB is a secular humanist university. This means our ethical choices are guided by reason, science, and humanity—not by religious, political, or other dogmas. Religion is a personal choice we respect, but it does not influence our teaching, research, or policies.
Commitment to the common good
We are actively engaged in building a sustainable and just society: for climate action, equal access to education, and an open society where differences are tolerated without exclusion. At the same time, we are mindful of the boundary between engagement and ideology. Involvement must never come at the expense of freedom or scientific integrity.
Open debate, without taboos
VUB is a place for genuine dialogue. Not a safe haven where difficult conversations are avoided, but brave spaces where diverse ideas can be discussed openly, respectfully, and provocatively.
Our shared values are a compass, not a straitjacket. They unite us in freedom, not in uniformity.