Logo Beginnings. Logo Modernism (45th Ed.)

Manyiconic brands—like Rolex, BMW, Louis Vuitton, and the New York Yankees—use logos designed over 100 years ago. Tracing the origins of the trademark and gathering more than3,000 logos from the mid-1800s up to 1980, design expert Jens Müller’s exhaustive anthology is a must for anyone fascinated by theevolution of modern corporate identities.Icons of IdentityA 100-year history of the origins and evolution of the trademarkBy the late 19th century, trademarks began to replace traditional emblems, like coats of arms, as identifying symbols for companies. At first, logos tended to be figurative, but over time they morphed into the abstract marks that we see everywhere today. Yetmany iconic brands—like Rolex, BMW, Louis Vuitton, and the New York Yankees—still use logos designed 100 years ago.Bringing together two previous volumes—Logo BeginningsandLogo Modernism—into one compendium, design expert Jens Müller (dubbed “the logo detective” byWiredmagazine) has trawled historical trademark archives and design publications to unearth 1000s of logos from as far back as 1870, including many forgotten designs and early versions of today’s brand identifiers.For clarity and ease of reference, both the Beginnings and Modernism sections are divided into categories (likePictorial, Form, Effect, and Typographic) with each category further subdivided bybasic design elements, like circle, line, alphabet, overlay, dots and squares.For context, in addition to the author’sessay on the history of the trademark, R. Roger Remington writes on modernism in graphic design, plus there areprofiles of eight seminal designers—including Paul Rand, Yusaku Kamekura, and Anton Stankowski.Covering everything from media outfits to retail giants, airlines to art galleries, this isan invaluable resource for graphic designers, advertisers, and branding experts. It will also delight fans of cultural and corporate history, and anyone fascinated by the persuasive power of image and form.