LUVE Italy launches new brand identity on 40th anniversary

LUVE S.p.A., an Italian multinational listed on Euronext STAR Milan and a global player in air heat exchangers, has unveiled a new brand identity to mark its 40th anniversary and ten years as a publicly listed company.

The rebranding project, announced in January 2026, is intended to support LUVE’s next phase of growth and strengthen its global positioning. The company has become the world’s third-largest and Europe’s second-largest operator in its segment, with a wide international presence in refrigeration, air conditioning, and industrial applications.

Founded in 1986 in Uboldo (Varese) by Iginio Liberali, LUVE has focused on technological innovation, consistent R&D investment, energy efficiency, sustainability, and human capital. The company’s listing in 2015 and entry into the STAR segment in 2022 were milestones in its financial development.

According to LUVE, the rebranding aligns the brand with its current market role and associated responsibilities. The new identity emphasizes the company’s industrial legacy while introducing a clearer and more recognizable communication style. The slogan “The shape of cooling” highlights LUVE’s aim to shape the market, technologies, and standards through customer-focused, high-performance solutions.

The updated brand identity also introduces a new logo combining a rose—symbolizing the company’s founding values—and a fan, a universal symbol of refrigeration, reflecting LUVE’s connection to its roots and future ambitions.

“If I were to explain the new logo, I would use a quote by Carlo Levi: ‘The future has an ancient heart,’” said Matteo Liberali, President and CEO of LUVE. “In forty years of history, we have not merely followed the evolution of our industry — we have helped shape it. ‘The shape of cooling’ conveys our vision: to design solutions that combine technology, sustainability, and industrial culture, creating lasting value for customers, the market, our people, and the communities in which we operate.”