03988nam a22002777a 4500003000600000005001700006008004100023040003400064050002500098082001000123100001900133245004000152264003000192300004400222336002600266337002800292338002600320504002700346505106800373520212401441546004103565650002003606650004003626650002003666650002403686pucpr20260211152218.0260211b2021 |||a|||| b||| 00| 0 mul d apucprbengcpucprdpucprerda aNC1002.L63bM85 2021 a751.4 aMüller, Jens aLogo beginningscJens Müllerhtxt aKöln :bTaschen,c2021. a432 p. : bill. ; col. ;c38 cm.fbook 2rdacontentatextbtxt 2rdamediaaunmediadedbn 2rdacarrieravolumebn aIncludes bibliography. aDepartments: The Beginnings of Branding- Jens Müller 7 -- Reproduction- F.H. Ehmcke: Wahrzeichen – Warenzeichen 36 -- Pictorial 72 -- People 74 -- Animals 90 -- Case Study: Pathé 96 -- Objects 116 -- Case Study: Universal Studios 122 -- Landscape 136 -- Case Study: The Prudential Insurance Company 140 -- Crests 144 -- Badges 148 -- Decorative 162 -- Form 166 -- Geometry 168 -- Circle 172 -- Case Study: Opel 182 -- Oval 190 -- Square 196 -- Triangle 200 -- Rhombus 208 -- Lines 216 -- Cross 220 -- Arrow 224 -- Star 228 -- Effect 232 -- Angular 234 -- Overlay 240 -- Case Study: Olivetti 242 -- Outline 254 -- Positive – Negative 264 -- Rays 270 -- Case Study: Shell 274 -- Rotation 278 -- Reflection 282 -- Silhouette 290 -- Stencil 296 -- Three Dimensional 300 -- White on Black 304 -- Typographic 314 -- A to Z 316 -- Case Study: Singer 328 -- Two Letters 336 -- Case Study: 3M 350 -- Three Letters 354 -- Case Study: NBC 368 -- Connected Letters 372 -- Curved Type 390 -- Words 402 -- Case Study: Shiseido 418 -- Bibliography 428 -- Imprint 432 --  aCountless global brands, including Rolex, BMW, Louis Vuitton, and the New York Yankees, still use logos that were designed over 100 years ago. Yet there has never been a monograph devoted to the origins of logo design. In the second half of the 19th century, the trademark replaced traditional symbols such as the family coat of arms as a promotional and identifying symbol for companies. At first, the designs were often still figurative; only gradually did they develop into the abstract marks that have become fixtures in everyday life today. Author Jens Muller, described as the logo detective by Wired magazine, examined historical trademark registers, international corporate archives, and early design publications to unearth more than 6,000 logos from 1870 to 1940. This unparalleled collection traces 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, Form, Effect, and Typographical. Each chapter is then systematically subdivided according to basic elements of design such as circle, line, overlap, and outline, thus offering a new perspective on design principles that are still relevant today. Along with an extensive picture section, the book comprises an introduction by Jens Muller on the history of the trademark as well as a reproduction of the first comprehensive examination of modern corporate logos: the influential design pioneer F.H. Ehmcke's (1878-1965) illustrated essay Wahrzeichen-Warenzeichen (Symbols-trademarks) from 1921. Also included are ten case studies of famous trademarks, including those of 3M, NBC, Shell, and Olivetti, and numerous rare images illustrating the-at times varied, at times consistent-developments in international logo design 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 TASCHEN classic Logo  aText in English, French and German.  0aGraphic design. 0aLogos (Symbols)xSpecimensxHistory 0aCorporate image 0aTrademarksxHistory