Lenzhaus – The Future is Art Deco. The brand­ing con­cept for this archi­tec­tur­al land­mark of Berlin is an ode to the spir­it of the Gold­en Age of Art Deco with its orna­men­tal style.

The final design is a rein­ter­pre­ta­tion of com­mon Art Deco motifs. The let­ter­form in the mono­gram is derived from the cuba­ture of the build­ing. The type­face itself is a sub­tly changed, more dec­o­ra­tive ver­sion of the Sein­galt font by David Mas­sara. With its new­ly added dou­ble lines in selected let­ters, it reflects the tra­di­tion of typ­i­cal and strik­ing Art Deco typefaces.

The look and feel of the cov­er illus­tra­tion and the por­trait of the archi­tect him­self also reflect on the style of typ­i­cal Art Deco art­works and artists.