Quote
Müller, Jens 2015 Logo Modernism. Cologne: Taschen.
Content
Many of us are familiar with the aesthetics of modernism in art, architecture and product design. In bold glass constructions or minimalist paintings, we recognize an era that was characterized by enormous technical progress and the aspiration of people to shape their own environment and radically break with the conventions of the past. Far less well known, but no less fascinating, is the influence of modernism on graphic design.
For this unique publication, author Jens Müller has collected around 6000 trademarks from the period between 1940 and 1980 to examine how modernist ideas and rules led to the birth of corporate identity. From small media companies to retail giants, from airlines to galleries: This comprehensive overview looks at a wide variety of industries. It is divided into three design categories: Geometric, Effect and Typographic. Each of the three chapters is divided into design subsections such as alphabet, overlay, dots and squares.
In addition to the comprehensive catalog, the volume contains an introduction by Jens Müller on the history of the logo and an essay by R. Roger Remington on graphic design and modernity. Eight designer profiles and eight insightful case studies detail the lives and work of industry greats such as Paul Rand, Yusaku Kamekura and Anton Stankowski and such groundbreaking projects as Fiat, The Daiei Inc. and the 1968 Olympic Games in Mexico. Logo Modernism is not only a unique source of inspiration for graphic designers, advertising professionals and branding specialists, but will also inspire anyone interested in social, cultural and corporate history and the incredible power of image and form.
Keywords
Corporate Design
Design history
Logo design
Communication design