Logo Modernism | Taschen

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‘Logo Modernism’ — The new publication from Taschen – looks like another superb addition / design resource to the already well populated range of ‘logo’ design books (see here + here), Besides the comprehensive and well designed catalogue of 6,000 trademarks – what makes ‘Logo Modernism’ stand out is the focus on the period 1940-1980,  charting the rise of corporate identity and the influence of ‘Modernism’. Other features include The history of logos, Designer Profiles on Paul Rand, Yusaku Kamekura and Anton Stankowski and Fiat, Daiei and The Mexico ’68 olympics identity program case studies.

Taschen Press release info

Modernist aesthetics in architecture, art, and product design are familiar to many. Insoaring glass structures or minimalist canvases, we recognize a time of vasttechnological advance which affirmed the power of human beings to reshape theirenvironment 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 graphicdesign. With the creation of clean visual concepts, designers sought to move away fromthe mystique they identified with the commercial artist, and to counterbalance anincreasingly complicated world with clarity.

This unprecedented TASCHEN publication, authored by Jens Müller, brings togetherapproximately 6,000 trademarks, focused on the period 1940–1980, to examine howmodernist attitudes and imperatives gave birth to corporate identity. Rangingfrom media outfits to retail giants, airlines to art galleries, the sweeping survey isorganized 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 the comprehensive catalog, the book features an introduction from JensMüller on the history of logos, and an essay by R. Roger Remington on modernismand graphic design. Eight designer profiles and eight instructive case studies are alsoincluded, 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 unrivaled resource forgraphic designers, advertisers, and branding specialists, Logo Modernism is equallyfascinating to anyone interested in social, cultural, and corporate history, and in thesheer persuasive power of image and form.

The author:

Jens Müller was born in Koblenz, Germany in 1982 and studied graphic design inDüsseldorf. Recipient of numerous national and international design awards, Müller isCreative Director of optik design studio in Düsseldorf, and editor of the A5 book serieson graphic design history. He teaches graphic design history and editorial design as avisiting lecturer at the Peter Behrens School of Arts, University of Applied SciencesDüsseldorf.

The contributing author:

R. Roger Remington is Vignelli Distinguished Professor of Design at the VignelliCenter for Design Studies, Rochester Institute of Technology, New York. He haslectured and written extensively on the history of graphic design, including NinePioneers in American Graphic Design and Design and Science: The Life and Work ofWill Burtin and has been reocgnized by the RIT Eisenhart Award for OutstandingTeaching and the Trustees Lifetime Achievement Award for Scholarship in GraphicDesign.

Logo Modernism
Jens Müller, R. Roger Remington
Hardcover, 24.6 x 37.2 cm (9.7 x 14.6 in.), 432 pages £ 44.99



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