When SPOTT embarked on its journey to rebrand, it wasn't just a change in title - it was a metamorphosis of its identity, a poignant shift in how the Cultural Centre saw itself and wanted to be seen. To fathom the depth of this transformation, let's unwrap the very essence of its new branding and visual identity, assisted by the experience and super talented design studio, Hoet&Hoet.
Let's start with the name – SPOTT. A brilliantly minimalist choice, and yes, you spotted it right! "OTT" draws its inspiration from 'Ottignies'. It's not just a moniker; it's a strategic connection to its roots and territory.
The name's genius lies not just in its nod to its locale but in its multifaceted symbolism. Imagine a prism: diverse, multi-angular, and capable of refracting a spectrum of colors. That's SPOTT – a perspective on culture, a lens through which citizens view and engage with myriad cultural flavors. It is light, illuminating the crux of Ottignies-Louvain-la-Neuve's cultural canvas.
But the rebranding wasn't just surface level. SPOTT aimed for a profound overhaul. While 'Centre culturel d'Ottignies-Louvain-la-Neuve' remains its descriptive heart, the rejuvenation transcends nomenclature. It encapsulates a fresh graphic identity, modern communication tools, and a signature that echoes with the soul of the institution.
What's impressive is how the name embodies duality – it's both a beacon, shedding light beyond city confines, and a convivial hub, a nexus for bonding, debating, and indulging in cultural delights. With its alluring tagline, 'This is where it happens!', one can almost hear the tantalizing whispers beckoning culture enthusiasts to explore, experience, and embrace.
To sum it up, SPOTT, with Hoet&Hoet's design genius touch, isn't just a rebrand; it's a cultural revolution. And as any aesthete will tell you, when art and strategy come together, magic happens. This, dear reader, is that alchemy.
Branding and visual identity artifacts
For more information make sure to check out Hoet&Hoet website.