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TAKANEO - Creative Communication Agency in Luxembourg

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Une personne âgée aux cheveux gris et aux lunettes se tient en plein air dans un ciel bleu parsemé de nuages, souriante, les bras tendus, vêtue d'un pull-over gris confortable.

King Baudouin Foundation

Creation of the Art&Care graphic universe

The project at a glance

  • Client: King Baudouin Foundation
  • Project: Art & Care, graphic universe of an art, culture, and well-being program
  • Agency: Takaneo, communication agency in Luxembourg
  • Services: art direction, visual identity, logo creation, graphic charter, print and digital adaptations, social media
  • Audience: seniors, intergenerational public, cultural and social actors
  • Sector: cultural, social, and health
  • Location: Belgium / Luxembourg
Graphic design
Social Media

Art & Care is a project led by the King Baudouin Foundation.

Its ambition is simple and essential. It serves as a reminder that art, culture, and heritage are not luxuries. They are powerful levers for well-being and social connection. Originally, the program targeted seniors. Today, it is opening up to an intergenerational approach, with the human being at the center.

Takaneo was commissioned to design the project’s visual identity. It also structured its graphic creation for greater consistency and impact.

Design of an inclusive, legible logo adaptable for print and digital

The challenge was delicate: to create a figurative logo that was immediately understandable, warm, and inclusive. This logo creation had to evoke art in all its forms without falling into medical connotations. To speak of care without hospital codes. To speak of culture without elitism. And to guarantee perfect legibility, in both print and digital, alongside the King Baudouin Foundation logo.

A graphic identity based on the symbolism of an open window

We imagined an identity built around a central symbol: an open window. The window becomes the sensitive space where art, dreams, and care meet. Its rounded shapes suggest softness and welcome. It is not a border; it is an opening. This approach is part of an institutional branding process, where each visual element carries meaning and reinforces the project’s legibility.

Art direction and visual storytelling inspired by art and creativity

A cloud escapes from it, like a thought in motion—a poetic breath that invites contemplation and creativity. An image that echoes the world of Magritte, where windows open the mind as much as the gaze.

A logo embodying care, support, and human attention

A hand accompanies the whole. It embodies care, support, and the attention given to others. It is a universal gesture, understood in all cultures—a sign of presence and protection. In the context of support, it evokes both human contact and emotional gesture. Graphically, it softens the geometry of the window and brings fluidity and harmony.

Martine Cardinael, Project & Knowledge Manager at the King Baudouin Foundation, explains:

“The creation of a visual identity for our activities surrounding the theme of art and the elderly is an essential element for the dissemination and affirmation of the project’s identity. Takaneo was able to transform our ideas, which were sometimes abstract, regarding the impact of art and culture on the health of elderly and aging people into a concrete concept. The agency thus developed a unique and recognizable logo, while ensuring its harmonious integration into the broader visual identity of the King Baudouin Foundation and its Health program. The different variations of the logo offer great flexibility of use and guarantee its longevity. “

A sustainable graphic identity for a project with social impact

Beyond the logo, we built a coherent graphic universe. It can evolve over time and brings together various partners around a single message.

Art & Care now has a strong and embodied identity. An identity that does not just talk about support; it shows it.

The logo is a brown line drawing representing a hand holding a cloud under a stylized window, with the words ART & CARE in capital letters on the right. The drawing is on a white background.
The Art & Care logo represents a hand holding a window with a cloud, accompanied by bold text. Orange measurement guides and mirrored F symbols frame the drawing.
Logo representing a stylized window, hand, and cloud above the words ART & CARE in bold brown characters on a light blue background.
The brown text ART & CARE is centered on a light blue background.
Minimalist brown line drawing of an open window with a cloud outside, and a hand underneath as if gently holding the cloud, on a light blue background.
Bold brown text stating ART & CARE centered on a light blue background.
Bold letters A and C, in dark brown, on a light blue background.
Three colorful mockups for Arts&Care, each with illustrated icons, French text, and colored tags such as "Well-being", "Autonomy", and "Art therapy", on a yellow background.
A flat lay presentation of branded stationery, including a mug, flyer, notebook, letterhead, business card, binder clip, paper clips, and a pen, all featuring the ART & CARE logo and colorful design elements.
A billboard shows an elderly woman smiling and holding someone's hand. The left side features text, the ART&CARE logo, and colorful buttons labeled Well-being, Support, Sharing, Expression, and Voice.
An elderly woman with gray hair, wearing a green sweater, stands outside, smiling and joyfully raising both arms toward a clear blue sky.
A person wearing a white quilted shirt holds a clear glass jar filled with colorful paint-covered brushes. The hands and jar are in focus, while the background is blurred.
A person holds a paint palette filled with different colors in one hand and uses a brush to mix paint. Art supplies and colorful artworks are visible on a table in the blurred background.
Five colorful rounded rectangles with French words: "Well-being", "Social connection", "Autonomy", "Awareness", and "Self-esteem" on a white background.