Taschen Logo Beginnings - Logo Modernism - Jens Müller

Logo Beginnings / Logo Modernism is an essential two-part exploration of how visual identity has evolved across more than a century. Edited by Jens Müller and Julius Wiedemann, this TASCHEN volume showcases the roots of logo design—ranging from foundational trademarks and emblems to the bold geometry and clarity that defined the modernist era.

Featuring hundreds of meticulously curated logos from across the world, the book highlights the visual language that shaped the brands, institutions and industries of the 20th century. Through detailed analysis, historical context and striking archival imagery, Müller presents how symbols transformed into timeless icons of communication.

This visually rich reference is a celebration of creativity, precision and the design philosophies that continue to influence branding today.

Main Themes of the Book

• The historical evolution of logo design from early trademarks to modernist styles
• The principles of simplicity, geometry and functional communication
• Global influences and regional variations in logo aesthetics
• The impact of modernist pioneers on corporate identity
• Archival documentation of logos shaping design history

Why you should read this book

• A definitive TASCHEN reference for graphic designers, students and branding professionals.
• Offers unmatched visual insight into the foundations of logo design.
• Helps readers understand the techniques and philosophy behind iconic modernist logos.
• A beautifully produced volume ideal for both study and inspiration.
• A must-own collectible for lovers of design history and visual communication.

Logo Beginnings / Logo Modernism is a masterful tribute to the evolution of branding and visual identity. Through Jens Müller’s expert curation and TASCHEN’s exceptional publishing quality, this book offers a panoramic, authoritative look at the symbols that shape our visual world. Perfect for anyone passionate about design, culture and the power of a well-crafted logo.