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Books > Arts & Architecture > Industrial / commercial art & design > Graphic design
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Logo Beginnings (English, French, German, Hardcover, Multilingual edition)
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Logo Beginnings (English, French, German, Hardcover, Multilingual edition)
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Countless global brands, including Rolex, BMW, Louis Vuitton, and
the New York Yankees, still use logos that were designed over 100
years ago. Yet there has never been a monograph devoted to the
origins of logo design. In the second half of the 19th century, the
trademark replaced traditional symbols such as the family coat of
arms as a promotional and identifying symbol for companies. At
first, the designs were often still figurative; only gradually did
they develop into the abstract marks that have become fixtures in
everyday life today. Author Jens Muller, described as the "logo
detective" by Wired magazine, examined historical trademark
registers, international corporate archives, and early design
publications to unearth more than 6,000 logos from 1870 to 1940.
This unparalleled collection traces the development of modern
trademarks and sheds light on forgotten designs and early versions
of famous logos. The catalog is divided into four design
categories: "Figurative," "Form," "Effect," and "Typographical."
Each chapter is then systematically subdivided according to basic
elements of design such as circle, line, overlap, and outline, thus
offering a new perspective on design principles that are still
relevant today. Along with an extensive picture section, the book
comprises an introduction by Jens Muller on the history of the
trademark as well as a reproduction of the first comprehensive
examination of modern corporate logos: the influential design
pioneer F.H. Ehmcke's (1878-1965) illustrated essay
"Wahrzeichen-Warenzeichen" (Symbols-trademarks) from 1921. Also
included are ten case studies of famous trademarks, including those
of 3M, NBC, Shell, and Olivetti, and numerous rare images
illustrating the-at times varied, at times consistent-developments
in international logo design and the birth of the corporate
identity. Logo Beginnings is not only a fundamental and inspiring
graphic design manual but also an excellent read for anyone
interested in social, cultural, and corporate history and the
fascinating impact of trademarks. It is also the perfect complement
to the TASCHEN classic Logo Modernism.
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