Logo Beginnings

Countless global brands, including Rolex, BMW, Louis Vuitton, and the New York Yankees, still use logos designed over a century ago. Yet, no monograph has ever been published on the origins of logo design. In the second half of the 20th century, trademarks replaced traditional symbols such as family crests as corporate promotional and identification symbols. Initially, figurative designs were often used, gradually shifting to abstract symbols that have become constant presences in our everyday lives.

The author Jens Müller, described as a “logo detective” by Wired magazine, has examined historical trademark registries, international company archives, and early graphic design publications to present more than 6,000 logos designed between 1870 and 1940. This unparalleled collection traces the development of modern trademarks and uncovers forgotten designs and early versions of famous logos. The catalog is divided into four graphic design categories: “Figurative,” “Form,” “Effect,” and “Typographical.” Each chapter is further divided into subchapters based on fundamental graphic design elements such as the circle, line, overlap, and contour, offering a fresh perspective on graphic principles that remain relevant today.

In addition to a large section of images, the book includes an introduction by Jens Müller on the history of the registered trademark as well as a reproduction of the first comprehensive analysis of the modern corporate logo: the illustrated essay Wahrzeichen–Warenzeichen (Symbols–Registered Trademarks) by the influential graphic design pioneer F.H. Ehmcke (1878–1965), published in 1921. The volume also includes ten case studies of famous registered trademarks, such as those of 3M, NBC, Shell, and Olivetti, and numerous rare images illustrating the sometimes diverse, sometimes homogeneous developments of international logo design and corporate identity. Logo Beginnings It's not only an essential and inspiring graphic design manual, but also an excellent read for anyone interested in social, cultural, and corporate history, as well as the impactful allure of trademarks. It's also the perfect complement to the classic TASCHEN Logo Modernism .