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XL books are at least 34 cm (13.4 in.) high, with the exception of landscape-format titles

Logo Modernism

80Edition: Multilingual (English, French, German)Availability: In Stock
Examine the distillation of modernism in graphic design with this vast collection of approximately 6,000 logos from 1940–1980. Ranging from media outfits to retail giants, airlines to art galleries, these clean, clear visual concepts may be seen as the visual birth of corporate identity.
Hardcover9.7 x 14.6 in.7.63 lb432 pages
“This fantastic collection of handsome logos testifies to the enduring power of clean, crisp, universally symbolic design language that is a far cry from the often trendy, cheesy, puffed-up corporate branding that exists today. […] Logo Modernism is a brilliant catalog of what good corporate logo design looks like.”
“…blockbuster new book Logo Modernism…is a beautiful distillation of modernist ideals rendered in their most superbly crafted way.” ”
“…This book is not only full-to-bursting with hugely important logos, it is physically huge!… If you have an interest in social, cultural or corporate history, this is an unrivalled resource and deserves a place on your shelves (if it will fit).”
“…Almost limitless as a logo archive for the period, TASCHEN’s Logo Modernism means business about the business of good design.”
XL books are at least 34 cm (13.4 in.) high, with the exception of landscape-format titles
Logo Modernism

Logo Modernism


Clear Signs

An unprecedented catalog of modern trademarks

Modernist aesthetics in architecture, art, and product design are familiar to many. In soaring glass structures or minimalist canvases, we recognize a time of vast technological advance which affirmed the power of human beings to reshape their environment and to break, radically, from the conventions or constraints of the past. Less well-known, but no less fascinating, is the distillation of modernism in graphic design.

This unprecedented TASCHEN publication, authored by Jens Müller, brings together approximately 6,000 trademarks, focused on the period 1940–1980, to examine how modernist attitudes and imperatives gave birth to corporate identity. Ranging from media outfits to retail giants, airlines to art galleries, the sweeping survey is organized into three design-orientated chapters: Geometric, Effect, and Typographic. Each chapter is then sub-divided into form and style led sections such as alphabet, overlay, dots and squares.

Alongside the comprehensive catalog, the book features an introduction from Jens Müller on the history of logos, and an essay by R. Roger Remington on modernism and graphic design. Eight designer profiles and eight instructive case studies are also included, with a detailed look at the life and work of such luminaries as Paul Rand, Yusaku Kamekura, and Anton Stankowski, and at such significant projects as Fiat, The Daiei Inc., and the Mexico Olympic Games of 1968. An unrivaled resource for graphic designers, advertisers, and branding specialists, Logo Modernism is equally fascinating to anyone interested in social, cultural, and corporate history, and in the sheer persuasive power of image and form.
The author

Jens Müller was born in Koblenz, Germany, in 1982 and studied graphic design. Recipient of numerous national and international design awards, he is creative director of Vista design studio in Düsseldorf and professor of corporate design at the Dortmund University of Applied Sciences and Arts.

The contributing author

R. Roger Remington is Vignelli Distinguished Professor of Design at the Vignelli Center for Design Studies, Rochester Institute of Technology, New York. He has lectured and written extensively on the history of graphic design, including Nine Pioneers in American Graphic Design and Design and Science: The Life and Work of Will Burtin and has been reocgnized by the RIT Eisenhart Award for Outstanding Teaching and the Trustees Lifetime Achievement Award for Scholarship in Graphic Design.

Logo Modernism
Hardcover24.6 x 37.2 cm3.46 kg432 pages

ISBN 978-3-8365-4530-3

Edition: Multilingual (English, French, German)
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5 Ratings

Amazing book

Kevin S.,October 27, 2021
This has become one of my most referenced design books that I have. It's huge, tons of variety, pages and pages of amazing reference material. It is also very high quality printing, paper and binding. Definitely a favorite on my shelf.

Rocky,March 12, 2023
Fantastic resource.

Libraco imprescindible

Luis,April 29, 2022
Pensaba que era pequeño pero es enorme!! Tiene un montón de información, textos. Es buena base para empezar cualquier trabajo de diseño. Te orienta y te de una idea general antes de ponerte a trabajar. Un must si te dedicas al diseño de logotipos.

Schönes Buch, Inhalt verbesserungsfähig

Manfred,February 18, 2022
Ein, wie immer bei Taschen, qualitativ sehr gut gemachtes Buch. Gemeint ist die "Hardware". Der Inhalt geht zwar in Richtung Vollständigkeit, ist aber fast ausschließlich in einfarbig schwarz abgebildet. Bei Logos eine eher suboptimale Darstellung, da sehr viele Logos in der Realität mit Farben arbeiten. Es wäre schön, die auch zu sehen.


Arnaud,October 27, 2021
Un classique pour tout amateur de logos, fantastique.