Logo Modernism

Modernist aesthetics in architecture, art, and product design have been influential in shaping our environment and breaking from the past. Jens Müller's new book, Logo Modernism, explores the distillation of modernism in graphic design, featuring 6,000 trademarks from 1940–1980. The book is organized into three design-orientated chapters and includes an introduction, essay, designer profiles, and case studies. It is a valuable resource for graphic designers, advertisers, and branding specialists, as well as anyone interested in social, cultural, and corporate history.

Format: Hardback
Length: 432 pages
Publication date: 20 January 2021
Publisher: Taschen GmbH

Modernist aesthetics have left an indelible mark on architecture, art, and product design, with iconic glass structures and minimalist canvases representing a time of immense technological advancement and a radical break from the past. However, less well-known is the distillation of modernism in graphic design, which has played a crucial role in shaping corporate identity. This comprehensive publication, authored by Jens Müller, brings together approximately 6,000 trademarks from the period 1940-1980 to explore how modernist attitudes and imperatives gave rise to corporate identity. The book is organized into three design-oriented chapters: Geometric, Effect, and Typographic, each subdivided into form and style-led sections such as alphabet, overlay, dots, and squares. Additionally, the book features an introduction by Jens Müller on the history of logos and an essay by R. Roger Remington on modernism and graphic design. Eight designer profiles and eight instructive case studies are included, providing a detailed look at the lives and work of luminaries such as Paul Rand, Yusaku Kamekura, and Anton Stankowski, as well as significant projects such as Fiat, The Daiei Inc., and the Mexico Olympic Games of 1968. Logo Modernism is an unrivaled resource for graphic designers, advertisers, and branding specialists, as well as anyone interested in social, cultural, and corporate history and the persuasive power of image and form.

Weight: 3636g
Dimension: 261 x 386 x 51 (mm)
ISBN-13: 9783836545303