Logo Modernism

Modernist aesthetics in architecture, art, and product design are familiar to many. In soaring glass structures or minimalist canvases, we recognize a time of vast technological advance that affirmed the power of human beings to reshape their environment and to break, radically, from the conventions or constraints of the past. Less well-known, but no less fascinating, is the distillation of modernism in graphic design.

Logo Modernism by Jens Müller and R. Roger Remington

This unprecedented TASCHEN publication, authored by Jens Müller, brings together approximately 6,000 trademarks, focused on the period 1940–1980, to examine how modernist attitudes and imperatives gave birth to corporate identity. Ranging from media outfits to retail giants, airlines to art galleries, the sweeping survey is organized into three design-orientated chapters: Geometric, Effect, and Typographic. Each chapter is then sub-divided into form and style-led sections such as alphabet, overlay, dots, and squares.

Logo Modernism by Jens Müller and R. Roger Remington

Alongside the comprehensive catalog, the book features an introduction from 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 also included, with a detailed look at the life and work of such luminaries as Paul Rand, Yusaku Kamekura, Anton Stankowski, and at such significant projects as Fiat, The Daiei Inc., the Mexico Olympic Games of 1968.

An unrivaled resource for graphic designers, advertisers, and branding specialists, Logo Modernism is equally fascinating to anyone interested in social, cultural, and corporate history, and in the sheer persuasive power of image and form.

Review

“This fantastic collection of handsome logos testifies to the enduring power of clean, crisp, universally symbolic design language that is a far cry from the often trendy, cheesy, puffed-up corporate branding that exists today. Logo Modernism is a brilliant catalog of what good corporate logo design looks like.”

“Blockbuster new book Logo Modernism. is a beautiful distillation of modernist ideals rendered in their most superbly crafted way.”

“This book is not only full-to-bursting with hugely important logos, but it is also physically huge! If you have an interest in social, cultural, or corporate history, this is an unrivaled resource and deserves a place on your shelves (if it will fit).”

“Almost limitless as a logo archive for the period, Taschen’s Logo Modernism means business about the business of good design.”

Logo Modernism

About the Author

Jens Muller was born in Koblenz, Germany in 1982 and studied graphic design in Dusseldorf. Recipient of numerous national and international design awards, Muller is Creative Director of Optik design studio in Dusseldorf, and editor of the A5 book series on graphic design history.

He teaches graphic design history and editorial design as a visiting lecturer at the Peter Behrens School of Arts, University of Applied Sciences Dusseldorf.

Logo Modernism (English, French and German Edition) by Jens Müller and R. Roger Remington. Hardcover: 432 pages. Publisher: Taschen (March 27, 2019).

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