Zware Jongens’ identity for Wintercircus pushes an iconic circus venue into its tech-fuelled future

“Wintercircus is definitely one of the most talked-about projects in Belgium, even long before its awaited re-opening,” Filip Janssen, Co-founder of Zware Jongens tells us, having been tasked with reimagining the brand for Ghent’s famed venue. “The iconic building heralds a new era of technology, transitioning a former circus and automotive garage into a beacon of the future,” the elusive Belgium and The Netherlands-based conceptual agency explains, “and it’s their mission to enable the entrepreneurial and tech ecosystem to realise its fullest potential,” continuing the space’s already significant historical impact into the modern world. In doing so, the setting transforms into a place for “entrepreneurs and changemakers to forge a better future,” making a genuine, positive impact on contemporary culture. “It’s a space that has always embraced visionaries and those who do things differently,” Wintercircus’ CEO, Louis Jonckheere, adds. “We’re honoured to continue this legacy, fostering a community of thinkers and doers,” he continues, “seeking to build a new era of technology on their terms.”

Collaborating closely with the spatial designers and interior architects, OYO Architects, Zware Jongens sought to capture a sense of wonder across Wintercircus’ brand, strategically, conceptually and typographically embracing the theme throughout its wide-ranging touchpoints. “To ‘never stop wondering’ means to never stop striving for change and improvement,” Janssen details, “that’s what technology is, or at least what it should be – it’s a call to action for all those who wonder,” harnessing this powerful whimsy in both practical and playful ways within the identity. “We required a platform that would effectively convey the ambitions, mindset, and future endeavours without constraints,” Janssen adds, whether it refers to restaurants, bars, events or technological pursuits. “This platform is designed to be open, flexible, and welcoming,” he notes, “allowing for creativity and adaptability across all aspects.”

That said, with the use of Wintercircus ultimately being so broad, Zware Jongens needed to find the balance between disciplines, areas of interest and application when shaping the visual concepts – interweaving the innovation and cultural relevancy of its past, present and future without leaning too heavily into either. “We wanted the identity to feel like it could’ve been there for many years but at the same time still be there within 50 years,” says Janssen, “not being boring, or too much ‘now’ or too much ‘tech’.” Instead, Zware Jongens pursued a more accessible yet vibrant visual identity – one led by the physicality of Wintercircus’ architecture. “The core element of the concept is rooted in the iconic architecture of Wintercircus,” Co-founder Diederik van Lieshout explains, serving as the primary inspiration for the distinctive, soft corner squares that lay the foundation of the identity. “The square represents a bracket, symbolising a supportive structure that brings together multiple elements,” he adds, becoming a point of convergence both architecturally and socially.

“This simple square with specific Wintercircus corners has evolved into a versatile tool that can be used in limitless ways and combinations,” says van Lieshout, rolling this notion into the dynamic, snappy motion principles of Wintercircus’ brand, as well as its sonic identity – drawing cues from traditional circus elements alongside contemporary sonic textures. “The melodies are whimsical and catchy, while the beats and rhythms incorporate modern electronic elements,” he details.

“The audio’s dynamics range from soft to loud, creating a sonic journey rather than conventional music,” van Lieshout adds, “exuding positivity, innovation, creativity, and fun.” Similarly, Zware Jongens’ approach to colour and type conveyed an equal balance of history and future focus, opting for Alfa Type’s Futura Passata as Wintercircus’ headline typeface and Monotype’s Neue Haas Unica Pro as the brand’s workhorse sans serif alongside legacy-defined, circus-inspired red, white and black hues. “The two typefaces blend retro allure with modern sophistication, crafting an identity marking a new era of connectivity,” Janssen suggests, once again ensuring the brand’s contemporary-meets-classical tone doesn’t stray too far from its axis. “Meanwhile, Circus Red injects excitement, Ecru White offers elegance, and Neutral Black provides depth,” he concludes, “the addition of Cerulean Blue and Magenta as secondary colours introduces a layer of trust, innovation, and dynamic creativity, encapsulating the Wintercircus’ heritage.”

Zware Jongens

Wintercircus