{"product_id":"logo-beginnings-by-jens-muller","title":"Logo Beginnings \/ by Jens Müller","description":"\u003cp\u003eTaschen, 2020. Oversized hardcover. Minor dustjacket edge wear. VG. \u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eCountless \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003eglobal brands\u003c\/span\u003e\u003cspan\u003e, including \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003eRolex, BMW, Louis Vuitton\u003c\/span\u003e\u003cspan\u003e, and the \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003eNew York Yankees\u003c\/span\u003e\u003cspan\u003e, still use logos that were \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003edesigned over 100 years ago\u003c\/span\u003e\u003cspan\u003e. Yet there has never been a \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003emonograph devoted to the origins of logo design\u003c\/span\u003e\u003cspan\u003e. 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.\u003cbr\u003e\u003cbr\u003eAuthor \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003eJens Müller\u003c\/span\u003e\u003cspan\u003e, described as the “logo detective” by \u003c\/span\u003e\u003cspan class=\"a-text-italic\"\u003eWired\u003c\/span\u003e\u003cspan\u003e magazine, examined historical trademark registers, international corporate archives, and early design publications to unearth more than\u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003e\u003cspan\u003e \u003c\/span\u003e6,000 logos from 1870 to 1940\u003c\/span\u003e\u003cspan\u003e. This unparalleled collection traces the development of \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003emodern trademarks\u003c\/span\u003e\u003cspan\u003e and sheds light on \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003eforgotten designs\u003c\/span\u003e\u003cspan\u003e and \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003eearly versions of famous logos\u003c\/span\u003e\u003cspan\u003e. The catalog is divided into four design categories: Pictorial, Form, Effect, and Typographic. 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.\u003cbr\u003e\u003cbr\u003eAlong with an extensive picture section, the book comprises an introduction by Jens Müller on the history of the trademark as well as a \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003ereproduction\u003c\/span\u003e\u003cspan\u003e of the first comprehensive examination of modern corporate logos: the influential \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003edesign pioneer F.H. Ehmcke’s (1878–1965) illustrated essay “Wahrzeichen—Warenzeichen”\u003c\/span\u003e\u003cspan\u003e (Symbols—trademarks) from 1921. Also included are \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003eten case studies of famous trademarks, including those of 3M, NBC, Shell,\u003c\/span\u003e\u003cspan\u003e and \u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003eOlivetti\u003c\/span\u003e\u003cspan\u003e, and numerous rare images illustrating the—at times varied, at times consistent—developments in international logo design and the\u003c\/span\u003e\u003cspan class=\"a-text-bold\"\u003e\u003cspan\u003e \u003c\/span\u003ebirth of the corporate identity\u003c\/span\u003e\u003cspan\u003e. \u003c\/span\u003e\u003cspan class=\"a-text-italic\"\u003eLogo Beginnings\u003c\/span\u003e\u003cspan\u003e 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 \u003c\/span\u003e\u003cspan class=\"a-text-italic\"\u003eLogo Modernism\u003c\/span\u003e\u003cspan\u003e.\u003c\/span\u003e\u003c\/p\u003e","brand":"Desierto Books","offers":[{"title":"Default Title","offer_id":56067245834406,"sku":null,"price":45.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0659\/3465\/5654\/files\/logobeginnings.jpg?v=1767480090","url":"https:\/\/249f2c-1b.myshopify.com\/products\/logo-beginnings-by-jens-muller","provider":"DESIERTO BOOKS","version":"1.0","type":"link"}