Practically all products are associated with the logos of their makers. This valuable compendium presents no fewer than 6,000 of them, created between 1870 and 1940. The author already has a number of best-sellers on graphic design behind him, including Logo Modernism from the same German publisher, devoted to corporate brands from 1940 to 1980. This volume, a sequel à rebours of the earlier book, explores the origin of these presences that are now part of the communication establishment. It all stemmed from the coats of arms of ancient families.
Among the four formal categories – Figurative, Form, Effect, Typographical – subdivided in turn by the fundamental elements of design – outlines, lines, circles, etc. – we discover completely forgotten logos, while it’s impressive to discover that some, like BMW, Rolex or Louis Vuitton, still use their original logos today.
The volume opens with the first logo registered in the United States in 1870: an eagle with a pot of paint in its beak, set against the backdrop of the Chicago skyline and a scroll bearing the inscription “Durable, Beautiful, Economical” for Averil products. This was followed by the first trademark registered in Europe five years later: a simple red triangle above the name it conveys: Bass, the famous English brewery, at the time the world’s biggest. There are several case studies, including our Olivetti alongside Universal Studios, Shell, Shiseido and others. A must for fans of graphic design, visual communication and corporate identity.
Title: Logo Beginnings
Author: Jens Müller
Publishing house: Taschen
Year of publication: 2022
Language: English, French, German