Logo Beginnings - Jens Müller

The Untold Story of Logo Design

In the second half of the 19th century, trademarks replaced traditional symbols like family crests, paving the way for the corporate logos we recognize today. Yet, until now, no monograph has been devoted to the origins of these iconic designs. Jens Müller, dubbed the "logo detective" by Wired, brings to light the fascinating evolution of logo design from 1870 to 1940.

A Comprehensive Collection of Historical Logos

Müller’s research delves deep into historical trademark registers, corporate archives, and early design publications to present a stunning collection of over 6,000 logos. Divided into four design categories—Pictorial, Form, Effect, and Typographic—the book systematically explores design elements such as circles, lines, and overlaps, revealing principles that remain influential in graphic design today.

Rare Insights and Forgotten Designs

In addition to its extensive visual catalog, Logo Beginnings features an introduction by Jens Müller on the history of trademarks, along with a reproduction of F.H. Ehmcke’s 1921 essay Wahrzeichen—Warenzeichen (Symbols—Trademarks), an early analysis of modern corporate logos. Case studies of iconic brands like 3M, NBC, Shell, and Olivetti provide rare insights into the development of global corporate identities.

An Essential Graphic Design Resource

This book is more than a graphic design manual. It’s a deep dive into social, cultural, and corporate history, charting the birth of trademarks and their impact on modern branding. Whether you’re a designer, historian, or brand enthusiast, Logo Beginnings is an essential addition to your library and a perfect complement to the TASCHEN classic Logo Modernism.

Reasons to Read This Book «Logo Beginnings»

•     Historic Insights: Explore the evolution of logos from 1870–1940 through rare and forgotten designs.
•     Comprehensive Catalog: Discover over 6,000 logos, systematically categorized by design principles.
•     Expert Analysis: Gain valuable insights from Jens Müller and early design pioneer F.H. Ehmcke.
•     Case Studies: Learn the stories behind famous logos like NBC, Shell, and Olivetti.
•     Design Inspiration: Perfect for designers, historians, and anyone fascinated by branding and graphic design.

Embark on a journey through the origins of modern logo design with Logo Beginnings—a timeless resource for design enthusiasts and history buffs alike.