Branding for Leuven European Capital of Culture
Becoming Europe's Capital of Culture is no small feat. Shaved Monkey helped to get Leuven's bid on track with a brand new name and distinctive identity.
Leuven Europese Culturele Hoofdstad
Big ambition
Our hometown Leuven aims to become the European Capital of Culture in 2030. The three intendants overseeing this journey have developed an ambitious vision. Through radical new connections, they strive to create a better future for the city and the surrounding region. But how do you translate this vision into an appealing name and band identity that can garner broad support? This was the challenge that Shaved Monkey lovingly took on in partnership with our friends at Good, and in close co-creation with the intendants and the people of the city of Leuven.
"You are a caring agency. That feels safe. An idea deserves gentleness to develop, it deserves room to grow, and it deserves love to eventually stand on its own. I believe ideas find these qualities at Shaved Monkey. This is also why, in my eyes, you are uniquely different."
Coordinator LOV
Solid foundation
Knowing that the best creative ideas are rooted in a strong strategic basis, we first organised an in-depth session with with the stakeholders of this project. In this workshop, we took the time to fully understand the values of ‘radically new connections’. This understanding later informed our own creative thinking process.
LOV, name and mindset
With this strategic foundation in place, we could move on to finding a new name for the bid. This quest led to ‘LOV’. Not only does it sound a bit like "Luive", the way young people in Leuven pronounce their city's name, but LOV is also a nod to the English word ‘Love’, the mindset for making radically new connections.
Flexible design system
The next step? Developing a design system that could represent the bid and the entire region behind it. It quickly became clear that the ‘L’ and the ‘V’ of LOV – letters that unmistakably belong to Leuven – provided the perfect basis for a dynamic design interplay. The ‘O’ introduces an element of openness that can be filled in various ways, allowing everyone to make LOV their own.
Recognisable logo
In addition to this design system, a core logo was needed. For the middle letter, we drew inspiration from a ball of yarn, symbolizing connection while still being readable as an ‘O’. We also created a warm, diverse, and vibrant colour palette, along with accessible and modern typography that contrasts with the playful logo.
Successful launch
Building on this new umbrella concept, we finally developed a series of concrete deliverables (such as invitations, a core text, presentation templates, and banners) for the ‘Summit of LOV’ on 20 March. This Summit, which attracted great interest of 280 participants and international experts, gathered energy to work together as one region, and to reach out to Europe and beyond. LOV is all around, that's for sure.
"Stakeholders are on board, how could they not be? At the summit, you could see it happen – everyone wanted a folder, a sticker... they all wanted to share in LOV."
Coordinator LOV
Other case studies
Clear, connective communication in a challenging multi-stakeholder context
Want to talk?
Find out if we can move your organisation, network or project forward with a no-obligation initial meeting.