Books Branding Graphic Design News Product Publication Publishing

Logo Beginnings

posted by Robyn Pitts March 29, 2022

One of the latest releases from publishing house Taschen is Logo Beginnings; the first monograph dedicated to the origins of logo design. Many globally renowned brands, including the likes of Rolex, BMW, Louis Vuitton, and the New York Yankees, all still use logos that were designed over 100 years ago. In the 432 page hardcover publication, author Jens Müller, described as the “logo detective” by Wired magazine, delves into the origins of modern trademarks, gathering more than 6,000 logos from the mid-19th century to 1940. Logo Beginnings is an essential for anyone interested in the history of corporate identity and its fascinating influence.

This collection, which is the first of its kind, traces the development of modern trademarks, shedding light on forgotten designs and early versions of famous logos. The catalogue 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 Müller 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.

Jens Müller was born in Koblenz, Germany, in 1982 and studied graphic design. Recipient of numerous national and international design awards, Müller is creative director of Vista design studio in Düsseldorf, editor of the A5 book series on graphic design history, and author of Logo Modernism. He is professor of corporate design at the Dortmund University of Applied Sciences and Arts.

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 Modernism.

Available here.