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Laurastar's wordmark is a customised italic serif: elegant, slightly compressed, with refined stroke contrast that reads as premium without trying too hard. The brand hasn't publicly named the typeface, but it sits closest to the family of refined display serifs like Garamond Premier Pro or Cormorant Garamond, modified with tighter tracking and a distinctive forward lean. For a brand that has won eight Red Dot Design Awards since 2002, the type choice is predictably deliberate.
Most household appliance brands reach for geometric sans serifs. Safe, legible, forgettable. Bosch uses a modified grotesque. Dyson went completely custom. Philips has barely changed its wordmark in decades. Laurastar went the other direction: a serif wordmark that signals craftsmanship over technology, which makes sense once you understand the brand.
Founded in Switzerland, Laurastar positions itself as the premium end of the steam ironing category. These aren't ÂŁ40 boards from a supermarket. Their ironing board lineup sits at ÂŁ149-ÂŁ159 a piece, and they have a co-branded "Laurastar by BOSS" product line with Hugo Boss. That context matters for reading the typography. The italic serif isn't a decorative indulgence; it's doing real positioning work, placing Laurastar closer to fashion and luxury goods than to kitchen appliances.
Swiss design heritage usually pulls brands toward Helvetica or Neue Haas Grotesk (see: every bank, airline, and tech company that wants to look serious). Laurastar's decision to use a serif instead is a genuine differentiator in the category. It's the same logic that made Burberry's 2018 rebrand controversial: moving away from a heritage serif felt like a betrayal of the brand's identity. Laurastar kept theirs.
The letterforms have a few characteristics worth noting:
The stress axis is diagonal, which places it in the old-style serif tradition rather than the more rigid transitional category (think Garamond vs Times New Roman). Old-style serifs have a warmer, more handcrafted quality, appropriate for a Swiss brand that emphasises artisanal expertise and longevity.
The italic angle is moderate, not dramatic. It suggests movement and precision without veering into the kind of aggressive slant you'd see on a motorsport logo. Given that Laurastar's products are built around the physical act of pressing fabric, garment care as skill rather than chore, this restraint in the type feels considered.
Letter spacing is tight. This is common in premium wordmarks where space itself is treated as a design element. Wider tracking reads as approachable and casual (Gap, J.Crew in their earlier forms); tight tracking reads as composed and controlled.
The co-branded Laurastar by BOSS line is interesting from a typography perspective. Hugo Boss uses a geometric sans-serif wordmark: clean, high contrast, very different from Laurastar's italic serif. When brands collaborate, the typographic tension between the two identities either creates visual noise or, if handled well, creates a conversation. Laurastar manages this by keeping their wordmark intact and letting the "by BOSS" attribution sit in Boss's own typeface. It's a simple solution but the right one.
It also reinforces that Laurastar sees its primary audience as people who care about design: the Hugo Boss customer who wants the ironing experience to match the rest of their premium household purchases. If you're buying a ironing board that costs more than some people's entire laundry setup, the brand's visual identity needs to justify the price.
If you're designing for a premium home goods brand and want to capture a similar feeling, these are worth considering:
Cormorant Garamond (Google Fonts, free) — Closest match in character. The italic weight in particular has similar stroke contrast and old-style elegance. Works at display sizes; less readable at small sizes on screen.
IM Fell English (Google Fonts, free) — More idiosyncratic, slightly rougher edges, but captures the handcrafted quality well. Better for brands that want to lean into heritage rather than contemporary luxury.
Playfair Display (Google Fonts, free) — Higher contrast, more dramatic. If Cormorant is understated Swiss elegance, Playfair is the version that wants to be noticed. Good for fashion-adjacent brands with a bolder personality.
EB Garamond (Google Fonts, free) — The most faithful digital reproduction of the Garamond tradition. Conservative, reliable, genuinely beautiful in longer text. Use the italic weight for any wordmark application.
For commercial use, all four are available under the SIL Open Font License, which allows trademark and logo use without royalty payments. Worth verifying against the specific font version you download, as licensing details occasionally vary between distributors.
The brand is consistent. The wordmark, the product design language, the colourway (predominantly white, grey, and aluminium with occasional bold accent colours), the Red Dot Award-winning hardware: it all pulls in the same direction. Typography doesn't exist in isolation, and Laurastar's serif wordmark would look incongruous on chunky industrial-looking products. Instead it sits on objects that are themselves designed with care: narrow profiles, quality finishes, covers in "Citrus Chic" and "Happy Purple" that suggest someone thought about what it feels like to use the product, not just what it does.
That coherence between brand identity and product design is the harder thing to achieve. Any brand can hire a decent typographer. Fewer manage to carry that visual language all the way through to the physical object in a customer's home.
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What font does Laurastar use in their logo? Laurastar uses a customised italic serif wordmark. The closest freely available match is Cormorant Garamond Italic, though the brand's version appears to be modified or bespoke.
Is Laurastar a Swiss brand? Yes, Laurastar is a Swiss company, founded and headquartered in Switzerland. The brand positions itself as a premium European alternative in the garment care and steam ironing category.
Can I use Google Fonts for a premium brand logo? Yes. Google Fonts are licensed under the SIL Open Font License, which permits commercial and trademark use. For a highly specific brand identity, most designers customise the letterforms further or commission a bespoke typeface.
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