Rebranding
A new identity shaped by our legacy
We are reshaping ourselves. To keep shaping what comes next.
In 2026, the year of the 40th anniversary of LUVE, we introduced our new brand identity.
Not as a break from the past, but as its natural evolution. A visual and verbal language that brings together our heritage and our forward-looking mindset.
Founded by Iginio Liberali in 1985 by acquiring Contardo S.p.A, LUVE has reached a leading position in the HVACR industry.
LUVE: a LUcky VEnture
For forty years, we have shaped the future of cooling industry.
Today, we give a new form to ourselves as well with a clearer, stronger identity that reflects who we are and what we are ready to achieve next.
This transformation carries the roots of our story: from our founder Iginio Liberali, known affectionately as The gardener of dreams, who planted the vision, values and determination that have guided us from the very beginning.
Encouraged by his vision, over the years we have completely reshaped the way we conceive and build products for many applications, such as refrigeration, data center cooling, air conditioning, energy generation and industrial applications
We have transformed the market with technologies that set new standards in performance, efficiency and reliability.
Today, we bring this evolution into our brand, affirming the role we have earned: we are the shape of cooling.
Shape the future of the cooling industry with performing and customer-oriented solutions.
At the heart of the new positioning lies the concept of shaping the market, technologies and industry standards.
The new slogan “The shape of cooling”, reflects LUVE’s approach to developing high-performance, customer-oriented solutions with measurable results.
An identity built on heritage and vision
Our payoff, The shape of cooling, expresses a dual meaning
It embodies our legacy, rooted in decades of market shaping technologies.
It represents a promise: to continue delivering solutions that anticipate market needs and reflect the trust earned through consistent, measurable performance.
A new image. The same dedication.
Our visual identity evolves, but our essence remains unchanged: people are the energy driving our innovation.
Their expertise and commitment enable us to redefine standards, establish global benchmarks, and support our customers with reliable, future-oriented solutions.
The new LUVE logo is the result of the synthesis of two visual and symbolic elements: the rose, the historic emblem of the passion and values that have guided the Company’s growth and the fan, a universally recognized icon of refrigeration. Their fusion gives rise to an identity that looks to the future without losing its connection to its roots.
Shaping what’s next
This rebranding is not a destination, but the starting point of a new chapter. With a renewed identity and the same determination, we continue to shape the future of performance, efficiency and sustainability in the cooling industry.