Peter Schmidt influenced German and international design for decades. In 1972 he founded the design studio in Hamburg that would later become Peter Schmidt Group – now one of Europe's leading brand and design agencies. With his philosophy of reduction, clarity, and elegance, he impacted an entire generation of designers and established a studio that truly set standards. 

 

His most significant works include the branding and iconic perfume bottles for Jil Sander and Hugo Boss, the packaging design for 4711, the branding for Steinway & Sons, and the visual identity of the Hamburg State Opera – projects that continue to enjoy international acclaim to this day. 

 

Peter Schmidt was awarded the Federal Cross of Merit for his outstanding life's work. In 2019 the German Design Council honored him as the German design personality of the year – a rare distinction for a graphic designer and a recognition of his lifelong impact on visual culture and brand management. “Peter shaped us all with his philosophy of reduction, clarity, and elegance. Restraint and a focus on the creative idea were his trademark. We mourn with his family and friends – and we celebrate his life, his work, and his firm belief in the power of design,” said Lukas Cottrell, managing partner of Peter Schmidt Group. 

 

Peter Schmidt was a visionary with an uncompromising eye for quality and a deep understanding of the cultural dimension of design. His attitude lives on in the ideas he originated, the talents he nurtured, and the identities he inspired.