Safavieh
1997

Founded in 1914 as an antique furniture store in Iran, Safavieh relocated to New York City to launch an oriental carpet showroom in the late 1970s. We were approached by Safavieh to design their logo as the business was expanding locations and adding home furnishings. Our approach to the identity was to honor the rich history of Safavieh while modernizing the brand for the 21st Century.

The custom typographic treatment is sans serif letterforms with a modulation of thick and thin strokes giving a nod to calligraphic broad-edge pen lettering. The overall result is handcrafted and modern blending well with Safavieh’s fashionable rugs, furniture, and lighting collections. The unique mark is inspired by the woven geometric designs of Iranian Jajim (pronounced jah-jeem) carpets. The triangular forms symbolize shelter and protection and the vertical lines represent the warp threads on a traditional horizontal loom.