Brazilian Designers Create Brand Identity for Furniture Brand Legg

Sérgio Fonseca and Pedro Paulino, designers based in Brazil, have developed a new brand identity and logo for Legg, a furniture company from Brazil. The project aimed to reflect the brand's focus on originality and practicality in design, with a modern and timeless aesthetic. Legg was established to cater to customers seeking furniture that aligns with their lifestyle. The name Legg is derived from a combination of concepts, including the Italian word for wood, 'legna,' along with 'legacy' and 'leg.' The branding solution features a wordmark composed of modular shapes, resulting in capital letters that convey a sense of grandeur, with the first 'G' emphasized to highlight a contemporary and avant-garde approach. The color scheme primarily uses white and black for minimalism, with secondary colors chosen to complement the materials used in Legg's products. This visual simplicity is intended to draw attention to the furniture itself. Manoela Resek provided brand direction, while Pedro Paulino of Ppstudio.Co handled creative direction, and Sérgio Fonseca served as the graphic designer. The Legg team contributed photographs. This work demonstrates how straightforward design elements can effectively communicate a brand's ethos and showcase its offerings.