LOGO BEGINNINGS

Taschen

.

2022

.

Jens Müller is a German designer, editor, and archivist of modern graphic design history. Known for curating Taschen’s monumental “Logo Modernism” and “The History of Graphic Design” volumes, Müller bridges design scholarship and visual spectacle. His work distills vast cultural movements into accessible, beautifully constructed narratives, making him a central figure in design historiography. Through essays, exhibitions, and editorial rigor, Müller has helped canonize the visual language of the 20th century, offering designers and enthusiasts alike a clear, structured view of how graphic systems shape our world.

Jens Müller

Taschen

978-3836582285

432

English / French / German

2022

hardcover/ 37 x 25 cm

2022 Design Jens Müller

Logo Beginnings is an extensive compilation by Jens Müller that delves into the origins of modern trademarks, showcasing over 6,000 logos from the mid-1800s to 1940. This collection traces the evolution of logo design, highlighting forgotten designs and early versions of iconic logos. Divided into categories such as Pictorial, Form, Effect, and Typographic, the book offers insights into design principles still relevant today. It includes an introduction on trademark history, a reproduction of F.H. Ehmcke’s 1921 essay “Symbols—trademarks,” and case studies of renowned trademarks like 3M, NBC, Shell, and Olivetti. This volume serves as both an inspiring graphic design manual and a compelling read for those interested in the history and impact of trademarks.

Taschen

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LOGO BEGINNINGS

Taschen

.

2022

.

Jens Müller

hardcover/ 37 x 25 cm

978-3836582285

English / French / German

432

Jens Müller is a German designer, editor, and archivist of modern graphic design history. Known for curating Taschen’s monumental “Logo Modernism” and “The History of Graphic Design” volumes, Müller bridges design scholarship and visual spectacle. His work distills vast cultural movements into accessible, beautifully constructed narratives, making him a central figure in design historiography. Through essays, exhibitions, and editorial rigor, Müller has helped canonize the visual language of the 20th century, offering designers and enthusiasts alike a clear, structured view of how graphic systems shape our world.

Logo Beginnings is an extensive compilation by Jens Müller that delves into the origins of modern trademarks, showcasing over 6,000 logos from the mid-1800s to 1940. This collection traces the evolution of logo design, highlighting forgotten designs and early versions of iconic logos. Divided into categories such as Pictorial, Form, Effect, and Typographic, the book offers insights into design principles still relevant today. It includes an introduction on trademark history, a reproduction of F.H. Ehmcke’s 1921 essay “Symbols—trademarks,” and case studies of renowned trademarks like 3M, NBC, Shell, and Olivetti. This volume serves as both an inspiring graphic design manual and a compelling read for those interested in the history and impact of trademarks.

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