Leiten Furniture Study

Naming and corporate identity for a studio specializing in furniture design and manufacturing. The name “Leiten,” which means “to guide” or “to lead” in German, is part of the etymology of the concept “Leitmotiv,” a term coined to describe a recurring motif or theme within a work of art.

The description “Möbel Studie” (furniture studio) was also chosen in German to highlight the influence Germany has had on global design and the admiration the two architects who run the studio have for it.

The logo is inspired by the creative process: a simple geometric shape that comes to life through the insertion of other forms, thus creating new perspectives and a subtle visual cue that discreetly forms the letter L. The color red was chosen to reflect that this is a young, professional, and passionate company.