Madeleine is a German women’s fashion and accessories brand. Its identity centres on an all-capitals serif wordmark, alongside an M-monogram used for its sport line. Goldner GmbH, part of the GOLDNER Fashion Group, acquired the brand rights, domain and online shop and relaunched the shop in January 2024, according to Schultze & Braun.
Meaning and history
The name Madeleine comes from Madeleine, daughter of Quelle founders Grete and Gustav Schickedanz. A team began designing the first collection in 1977; the first Madeleine Spring/Summer catalogue was mailed to Quelle customers in early 1978 with the slogan “Exklusive Mode,” as Madeleine’s history page records.
1977 – Today
The wordmark shown here spells MADELEINE in slender, high-contrast serif capitals. The heading spans a period, but it does not mean the lettering stayed unchanged: Madeleine commissioned Pentagram Berlin to redraw it after the original filigree lettering proved difficult to read at small screen sizes. Pentagram describes the revised wordmark as retaining the original aesthetic while making the strokes heavier, reducing the dominance of the serifs and evening out and slightly increasing the letter spacing. These adjustments were intended to improve legibility at very small sizes, according to Pentagram’s project account.
The wordmark and sport-line monogram
The main identity relies on the brand name rather than a pictorial emblem. For the sport line, Pentagram redesigned an existing M-monogram and paired it with a wordmark set in Frutiger. The result gives the range a distinct typographic combination while linking it to Madeleine through the initial, as documented by Pentagram.
Disclaimer
This article is part of the educational resources provided by Logo Index, an independent archive covering logos, visual identities and graphic design history. Madeleine and associated trademarks and brand assets remain the property of their respective rights holders where applicable.
