What it had to solve
The Electric Love Festival, one of Europe's leading electronic music festivals, wanted a visual identity symbolising beat and connection and conveying the ELF lifestyle with flexible brand communication.
How it works
moodley strategy & design group (Graz) made the heart the identity's core: it works as the logo and generates patterns that visualise the festival's rhythm, paired with bold CI colours, a distinctive wordmark and an innovative design system for flexible brand communication.
What it did
The identity won a Bronze Award in Design (Corporate Brand Identity) at the Art Directors Club of Europe's ADC*E 2025 edition.
Background
The Electric Love Festival — one of Europe's leading electronic music festivals, connecting people through music and experiences — received a new visual identity under the theme 'Love resonates', created by Graz-based agency moodley strategy & design group.
The heart is the central design element, symbolising beat and connection. It does double duty: it serves as the logo itself and as the foundation for generative patterns that visualise the festival's rhythm, so the brand literally pulses.
Around the heart, the system pairs bold CI colours, a distinctive wordmark and an innovative design system designed for flexible brand communication, conveying what the agency calls the ELF lifestyle. The work won a Bronze Award in Design (Corporate Brand Identity) at the ADC*E 2025 edition of the Art Directors Club of Europe awards.
Why it lands
For electronic music, a heart that beats is a literal translation of BPM into brand behaviour — the identity performs the product.
Generative patterns anchored on the heart let every touchpoint move at the festival's rhythm without redrawing the brand each time.
The heart merges the two promises of the festival — love and beat — into a single mark instead of a crest of separate symbols.
Award recognition from ADC*E's corporate identity class marks the system as craft, not just festival decoration.
What you can take
A festival sells a feeling of collective pulse — pick one organ that embodies it and let a generative system, not a static logo, do the beating.
Since then
The identity is recorded as the festival's brand system in the ADC*E 2025 edition; no rollout results are given in the source.
FOLLOW THE EVIDENCE
The sources
- Electric Love Festival – Love resonates adceurope.org