BEGINNINGS LOGO

Countless global brands , such as Rolex, BMW, Louis Vuitton and the New York Yankees , still use logos designed more than 100 years ago . However, a monograph dedicated to the origins of logo design has never been published before. In the second half of the 19th century, trademarks took the place of traditional symbols, such as family crests, and became the promotional and identifying emblems of companies. At first, the designs were still figurative, gradually evolving into the abstract marks that have become commonplace elements of everyday life.

Author Jens Müller , described by Wired magazine as the “logo detective,” has delved into historical branding documents, international corporate archives, and early design publications to unearth more than 6,000 logos created between 1870 and 1940 . This incomparable collection examines 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”, “shape”, “effect” and “typographic”. Additionally, each chapter is subdivided according to basic design elements, such as the circle, line, overlap, and contour, to provide a new perspective on design principles that are still relevant today.

Along with an extensive image section, the book includes an introduction by Jens Müller on the history of trademarks, as well as a reproduction of the first comprehensive analysis of modern corporate logos: influential design pioneer FH Ehmcke 's illustrated essay (1878 -1965) “Wahrzeichen — Warenzeichen” (Symbols-Trademarks) from 1921. Also includes ten case studies of famous trademarks, including those of 3M, NBC, Shell, and Olivetti , and numerous little-known images illustrating the evolution, through times diverse and other times constant, from the design of international logos 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 classic TASCHEN Logo Modernism .