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

Logo Beginnings

80Edition: Multilingual (English, French, German)Availability: In Stock
Global brands such as Rolex, BMW and Louis Vuitton are still using logos designed over 100 years ago. This book goes into the origins of modern trademarks and gathers over 6,000 logos from the mid-1800s to 1940. This is Jens Müller’s extensive complement to Logo Modernism and a must for those interested in branding and its influence.
Hardcover9.7 x 14.6 in.7.63 lb432 pages
“…[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.”
Kurt Weidemann
“A trademark should be so distinctive that each time a firm’s name is mentioned the design springs into one’s mind.”
A.A. Longden
XL books are at least 34 cm (13.4 in.) high, with the exception of landscape-format titles
Logo Beginnings

Logo Beginnings


First Signs

The origins of modern logos

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 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.
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.

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

ISBN 978-3-8365-8228-5

Edition: Multilingual (English, French, German)
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1 Rating

Schönes Buch, Inhalt vebesserungsfähig

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.