Logo Modernism

Modernist aesthetics in architecture, art and product design are familiar to many of the creatively inclined. In soaring glass structures or minimalist canvases we recognize a time of vast technological advance which 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 logo design. With the creation of clean visual concepts, graphic designers sought to move away from the mystique they identified with the commercial artist, and to counterbalance an increasingly complicated world with clarity. This unprecedented TASCHEN publication, authored by Jens Muller, 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, this sweeping survey of the logo 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. Alongside this comprehensive catalog resource, the book features an introduction from Jens Muller 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, and Anton Stankowski, and at such significant projects as Fiat, The Daiei, Inc., and the Mexico Olympic Games of 1968. An unrivalled, encylopedic 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.

“"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."”

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. Slate.com
...blockbuster new book Logo Modernism...is a beautiful distillation of modernist ideals rendered in their most superbly crafted way. Itsnicethat.com
...This book is not only full-to-bursting with hugely important logos, it is physically huge!... If you have an interest in social, cultural or corporate history, this is an unrivalled resource and deserves a place on your shelves (if it will fit). FormFIftyFive.com
...Almost limitless as a logo archive for the period, TASCHEN's Logo Modernism means business about the business of good design. PedroSilmon.com

Jens Müller was born in Koblenz, Germany, in 1982 and studied graphic design. Recipient of numerous national and international design awards, he is a partner of Vista design studio in Düsseldorf and professor of corporate design at the Dortmund University of Applied Sciences and Arts.

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