- Publisher
- Taschen
- Published
- 2015
- Shelf
- branding: Marks
- ISBN
- 9783836545303
Marks
Logo Modernism
Jens Müller
Six thousand trademarks from 1940 to 1980, filed by visual idea rather than by industry.
Why read it
The filing is the argument. Müller sorts the marks by form (geometric, effect, typographic), so what you see is half a century of designers arriving independently at the same handful of solutions, which tells you more about what a mark has to do than any single case study can.
Why own it
It is what you open when a mark is not working and you need the whole field of play in an hour. At 432 pages of nothing but trademarks it is a research tool rather than a read; flipping is faster than searching, and the sheer scale of it is itself the lesson.
Who it is for
Anyone designing an identity, and anyone who thinks they just invented a mark.
Reading order
Book 5 of 5 in the logo design reading order, the last one. See all 5
Read before thisSymbol
Opens a search on AbeBooks, a network of independent and antiquarian sellers, which is where a good part of this shelf has to be found, because it is out of print.
Read next
Chosen because they argue with this one, not because a machine noticed they share a category.
Also on the·branding shelf