Logos of the world
Today, logos mark not only companies and their products, but also cities, people and political movements. “Logo Modernism” documents the emergence of modern brands in the 20th century and is probably the most comprehensive reference work on the formal language of the logo.
Author Jens Müller has collected more than 6000 trademarks from the period between 1940 and 1980 for this unique publication. He examines how modernist ideas and rules led to the birth of corporate identity. From media companies to supermarket chains, from airlines to tourist regions: The comprehensive survey spares no industry and features logos from all over the world. The book is divided into three main sections: Geometric, Effect and Typographic. Each of the three chapters is subdivided into design subheadings such as Alphabet, Overlay, Dots and Squares.
In addition to the comprehensive catalogue, the volume includes an introduction by Jens Müller on the history of logos and an essay by R. Roger Remington on graphic design and modernity. Eight designer profiles and eight insightful case studies examine in detail the lives and work of industry greats such as Paul Rand, Yusaku Kamekura and Anton Stankowski, as well as landmark projects such as Fiat, The Daiei Inc. and the 1968 Olympic Games in Mexico.
“Few designs are more universally recognizable than the logos of our favorite international brands. In this guide to corporate graphic design, icons are explained and categorized by shape and typography.”
— Time Magazine
Logo Modernism is a unique source of inspiration not only for graphic designers, advertising professionals and branding specialists, but also for anyone interested in social, cultural and corporate history and the incredible power of image and form. The 432-page book is published by TASCHEN in a multilingual edition (English, French, German).
“An opulent volume (...) that systematically records and catalogues the milestones of this logo's development.”
— Süddeutsche Zeitung
Client: TASCHEN GmbH, Cologne
Services: Concept & design, research, text, editorial design.
Year: 2015
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