Ludwig Seufert is a family owned company that has been creating high-class interior fittings since 1898. Working for luxury clients, from Jill Sander to Prada and Victoria Beckham, to fit diverse set interiors, from theatres to stores and yachts, Seufert’s work is a precise combination of modern engineering with industrial craft.
Pentagram has designed a new identity for Seufert that appeals to the fitter’s two main audiences - the architects they are commissioned by and the clients they deliver for. Taking inspiration from the visual language of joineries, Pentagram has designed a monogram that acts as a stamp of Seifert’s quality and precision. The monogram is both abstract and literal, creating the appearance of a tangible object in line with Seufert’s delivery of well-crafted interiors.
A monogram serves as a shortcut for the Ludwig Seufert name that is memorable for a non-German speaking audience, whilst still giving credence to the practice’s illustrious history. The monogram creates a memorable jewel-like symbol whilst retaining the name that supports the brand and allowing for continuity.
The new identity coincides with the launch of Seufert Furniture, a furniture-making enterprise that brings traditional craftsmanship directly to consumers. The new enterprise’s first piece of furniture - a Chess Table designed by Pentagram Partner Daniel Weil - is now available to purchase.
