- “…[a] magisterial new book on the history of corporate identities.”
- “One for graphic designs and semioticians alike… As a chronicle of the birth of corporate identity, it can’t be beaten.”
- “Fascinating stories behind the world’s oldest logos.”
- “A good logo is one you can draw from memory in the sand with your big toe.”
- “A trademark should be so distinctive that each time a firm’s name is mentioned the design springs into one’s mind.”
Logo BeginningsHardcover, 9.7 x 14.6 in., 7.63 lb, 432 pages80Edition: English, French, German Availability: In Stock
The origins of modern logos
Author Jens Müller, 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: Pictorial, Form, Effect, and Typographic. 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 Müller 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.
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.
Logo BeginningsHardcover, 24.6 x 37.2 cm, 3.46 kg, 432 pages
ISBN 978-3-8365-8228-5Edition: English, French, German