The Beginnings of Logo. Logo Modernism.

Logo Beginnings. Logo Modernism – a comprehensive publication on the evolution of logos and trademarks, revealing how corporate visual identities have changed over more than a century.

At the end of the 19th century, trademarks began to replace traditional corporate symbols, such as coats of arms and emblems. At first, logos were mostly pictorial and detailed, but over time they became simpler, more abstract, and more in line with contemporary visual language.

In this publication, design historian Jens Müller brings together his two previous works—*Logo Beginnings* and *Logo Modernism*. The book features more than 3,000 logos created from the mid-19th century through 1980. Among them are early versions of brands that are well-known today, as well as numerous forgotten historical examples of design.

The book is divided into two main sections—the origins of logos and the modernist period. The material is organized according to various design principles: visual motifs, shapes, effects, and typography. Individual chapters examine such fundamental elements as the circle, the line, letters, dots, squares, and overlapping shapes.

The publication also explores the history of trademarks and the influence of modernism on graphic design. R. Roger Remington examines the evolution of modernism in graphic design, while separate chapters feature eight influential designers, including Paul Rand, Yusaku Kamekura, and Anton Stankowski.

The book features examples from a variety of fields—ranging from media and retail to airlines and art galleries. This publication offers a perspective on the logo not only as a graphic symbol, but also as an important part of the history of culture, business, and design.

*Logo Beginnings. Logo Modernism* is ideal for graphic designers, advertising and branding professionals, students, and anyone interested in visual culture and the history of design. It is a richly illustrated book that is not only a pleasure to read but also a resource you’ll want to return to time and again for inspiration.