Pegasus was a starting point for a redrawn identity
In Emily King’s original System interview, M/M (Paris) discuss the Loewe identity directly with Jonathan Anderson. Michael Amzalag explains that the type was grounded in the name’s German origin and confirms that Pegasus was redrawn rather than simply adopted unchanged. The conversation names Pegasus as a starting point. This supports a specific design lineage, not a claim that installing an unmodified Pegasus font reproduces the finished wordmark.
A restricted alphabet and a simplified anagram had different jobs
Amzalag says an alphabet existed but its use was restricted, giving the craft-prize logo as an example and contrasting that with everyday wayfinding. The same conversation describes simplifying the previous anagram and returning to the idea of cattle and leather branding. Read the written name, emblem and supporting information as distinct components of the documented identity rather than treating every element as one interchangeable font.
Draw one distinctive letter without losing the whole word
Choose an original studio name with an O and a diagonal letter, such as ORVA. Make three sketches: one with an even oval, one with a narrower oval and one with a more angular counter. Keep the other letters stable while comparing the change. At small size, inspect whether the unusual O still belongs to the word. A memorable detail works best when the spacing around it supports the reading rhythm instead of creating an accidental gap.
Give the wordmark and practical labels separate roles
Build a fictional craft-exhibition card with the studio name, object title, material and date. Try Cormorant Garamond and Cinzel as independent display comparisons, then use Source Sans 3 for the practical labels. These are not identified Loewe fonts. Keep the display choice to a few words and read the small information at actual size. If a dramatic capital demands attention in every line, reserve it for the mark and simplify the rest.
Your questions, answered.
Is the documented wordmark simply unchanged Pegasus?
The designers describe redrawing it and treating Pegasus as a starting point. Keep that distinction when identifying the project rather than assuming a retail font alone reproduces the lettering.
Which preview should I use for my own craft label?
Compare the display choices using your actual studio name, then test small material and date labels separately. The previews are independent design options; choose by readability and proportions rather than treating them as official brand files.
Sources & background
Sources supporting this page’s explanations. Practical examples are our editorial suggestions.