Poltrona Frau

On its 100th anniversary, Poltrona Frau has chosen to rework its trademark and how it appears on communication materials. The objective is to provide the company with an identity system that reflects the development, positioning, and values of the brand with greater consistency and in a more contemporary style.

The brand reasserts the historical beauty of its products in a more contemporary style. The finely carved details are conserved as a testament to the company’s excellence in craftsmanship, but are reinterpreted in a lighter manner to highlight the innovative orientation that characterizes the enterprise. The trademark becomes more than a mere static graphic, it gains materiality, three-dimensionality. It adapts to the surface and joins proactively with the surrounding elements and with various photographic styles. It is imbued with a fully contemporary life, engaging in versatile and harmonious interchange with a palette of recurring identity elements. The outcome is a more ‘heroic’ and authoritative presence, a more dynamic image, yet one that continues to evoke a sense of sobriety and refinement.

The project also embraces the development of a new, proprietary, distinctively recognizable brand language: a comprehensive code that can be applied consistently yet flexibly to the various instruments used by the company to communicate with its stakeholders.


"Always different, always the same"