Pfauen Mode (also recorded as Pfauen Modehaus) was a Swiss textiles and fashion house that received a notable logo by the influential Swiss graphic designer Armin Hofmann in 1964. The mark is documented in Hofmann’s career retrospective and is cited as an example of the playful timelessness in his logo work, which is less well known than his celebrated poster designs. [1]
Design and History
Armin Hofmann (1920–2020) is regarded as one of the most influential graphic designers in Switzerland, contributing significantly to the international reputation of Swiss graphic design. His logo for Pfauen Mode was created in 1964, the same year he designed the identity for the Schweizerische Landesausstellung (Expo 64) in Lausanne. [1]
The Pfauen Mode logo is classified as a logotype-picture that is representational and depicts the company’s name. The German word “Pfauen” translates to “peacocks,” and the mark incorporates a letter P formed with circles, dots, eyes, and feather-like shapes, evoking the peacock motif. [2]
Hofmann’s approach to logo design often involved restricting himself to one colour and one sign, reducing the visual as far as possible. The Pfauen Mode mark reflects this philosophy of reduction, turning a natural symbol into a concise, geometric form. [1]
Meaning and Symbolism
The logo’s peacock imagery directly references the company name “Pfauen” (peacocks). The mark is built around a single letter P, with circular elements suggesting the eyes found in peacock feathers. The design is documented as depicting its name through a representational approach, combining the initial letter with feather-like shapes. [2]
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