I'm sure it's done with a metal stamp and a small arbor press. Embossing would be the correct name I think. There's a guy in Redondo, CA named Bob Ujszaszi that is a bike seat recovering/restoration specialist. I know he has the stamps to do several brands. He might stamp your leather for $$ or possibly tell you where to get a stamp of your own. It would probably be cost prohibitive to buy one for just one seat though. Gary