Pastoe has a rich history, and so does its logo. It all began in 1913, when the company was still known as UMS. The name Pastoe made its first appearance in 1948, inspired by the French term passe-partout, meaning “fits everywhere.” A perfect name for a brand dedicated to creating timeless, versatile furniture that seamlessly fits into any space.
The Early Years: Form and Function
Pastoe’s story begins in the pre-war years, when Frits Loeb founded the Utrecht-based Machinale Stoel- en Meubelfabriek (UMS). From the start, the brand focused on creating steel furniture that could be easily taken apart. Designs from this era combined traditional lines with more modern, contemporary shapes. It was a time of searching for balance: the conservative style of the past on one hand, and the promise of modernity on the other.
Designed for Compact Living
The post-war years marked a rebirth for Pastoe. Furniture was no longer just about looks, it had to be functional too. Homes were modest, often small, and furniture needed to fit seamlessly into tight spaces. In 1949, the “Pas-Toe” collection was launched, an ideal solution for younger, modern buyers. It was practical, flexible, and could fit just about anywhere. The name “Pas-Toe” (literally: “fits everywhere”) came to stand for versatility and modest design.
Pastoe as a Way of Life
By the 1960s, it became increasingly difficult for furniture brands like Pastoe to stand out in a market flooded with average designs. To stay ahead, Pastoe sought out strategic collaborations. In 1963, it joined forces with fellow Dutch brand Artifort. Together, they launched campaigns that emphasized not only the look of the furniture, but also the lifestyle it represented. Pastoe wasn’t just selling furniture, it was offering a vision: a bold and modern approach to living.
A Design Icon in the Making
The 1980s marked a turning point. Aldo van den Nieuwelaar’s ‘A’dammer’ cabinet, first introduced in 1977, became a design revelation. With its signature sliding doors and ribbed front stretching from top to bottom, it challenged the way people thought about furniture. More than just a cabinet, the ‘A’dammer’ became an icon of modern design. Even today, it remains a cornerstone of the Pastoe collection, a lasting symbol of timeless elegance.
A New Chapter for Pastoe
With the introduction of a refreshed logo, Pastoe turned the page to a new chapter. The “A” in the logo is more than just a letter, it’s a tribute to the iconic ‘A’dammer’ cabinet. Its distinctive silhouette, with clean lines and horizontal grooves, is at the heart of the new logo design, a subtle yet powerful nod to Pastoe’s design legacy and future vision.
