Modernist aesthetics in architecture, art and product design are familiar to many of the creatively inclined. In soaring glass structures or minimalist canvases we recognize a time of vast technological advance which affirmed the power of human beings to reshape their environment and to break, radically, from the conventions or constraints of the past. Less well-known, but no less fascinating, is the distillation of Modernism in logo design. With the creation of clean visual concepts, graphic designers sought to move away from the mystique they identified with the commercial artist, and to counterbalance an increasingly complicated world with clarity. This book, authored by Jens Muller, brings together approximately 6000 trademarks, focused on the period 1940-1980, to examine how Modernist attitudes and imperatives gave birth to corporate identity.

Specialized.

Text in English, French and German.